Why does the daily spend vary from day to day?

The daily budget is an average, which means that Facebook will try to deliver the amount of results to reach your daily budget each day, but there will be variations in exact daily spend due to the ad auction dynamics. Facebook can spend up to 25% over your daily budget on a certain day, but the spend will be evened out to your set daily budget average over a calendar week (Sunday to Saturday).

Read more about daily budgets on Facebook here or in our guide to Facebook advertising here.


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