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This page answers common questions about working with Meta (Facebook and Instagram) campaigns in Whathead.

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General Questions

Meta is the parent company of Facebook and Instagram. When we refer to “Meta campaigns,” we mean advertising campaigns that run on Facebook, Instagram, Messenger, and the Audience Network.In Whathead, you connect your Facebook Business Manager account to create and manage Meta campaigns across all these platforms.
Yes, you need a Facebook Business Manager account to use Meta advertising with Whathead. Business Manager is Meta’s platform for managing ad accounts, Pages, and team members.If you don’t have one, you can create a Business Manager account at business.facebook.com.
Yes, you can connect multiple ad accounts from your Business Manager. After connecting, you can select which ad account to use when creating each campaign.You can also connect multiple Business Manager accounts if you manage campaigns for different clients or businesses.
Both tools let you create and manage Meta campaigns, but Whathead offers unique capabilities:
  • Visual campaign builder: See your entire campaign structure on a canvas
  • Cross-platform management: Manage Meta, TikTok, Snapchat, and Google campaigns in one place
  • Bulk operations: Edit multiple campaigns faster than in Ads Manager
  • Cross-platform transfer: Copy campaigns between platforms
  • Export capabilities: Generate PDFs and presentations for client reviews
Whathead complements Ads Manager — you can use both tools together.

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Connection and Setup

To connect Meta:
  1. Navigate to Integrations in Whathead
  2. Click Connect on the Meta card
  3. Log in to Facebook and select your Business Manager
  4. Grant the required permissions
  5. Select which ad accounts to use
See the Connection Setup guide for detailed instructions.
Whathead requires these Meta permissions:
  • ads_management: Create and edit campaigns
  • ads_read: View existing campaigns
  • business_management: Access Business Manager
  • pages_read_engagement: Access Facebook Pages
  • instagram_basic: Access Instagram accounts
These permissions are necessary for Whathead to manage your campaigns. We never access personal data or post on your behalf.
Meta access tokens expire after 60 days of inactivity. If you use Whathead regularly, your connection stays active automatically.If your connection expires, you’ll see a notification prompting you to reconnect. Simply click Reconnect and follow the authentication flow again.
Yes, you can disconnect anytime:
  1. Navigate to Integrations
  2. Click Manage on your connected Meta account
  3. Click Disconnect
Note: Disconnecting removes access to your ad accounts in Whathead, but your campaigns remain active in Meta Ads Manager.

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Campaign Creation

Meta offers six campaign objectives:
  • Awareness: Reach people likely to remember your ad
  • Traffic: Send people to your website or app
  • Engagement: Get people to engage with your post or Page
  • Leads: Collect leads for your business
  • App Promotion: Get app installs and engagement
  • Sales: Find people likely to buy your product
Choose the objective that matches your business goal. You cannot change the objective after publishing.
Meta requires a minimum daily budget of **1∗∗forcampaignsandadsets.Lifetimebudgetsmustalsobeatleast1** for campaigns and ad sets. Lifetime budgets must also be at least 1 total.While $1/day is the technical minimum, Meta recommends higher budgets for better performance:
  • Awareness: $5-10/day minimum
  • Conversions: $20-50/day minimum for sufficient data
Yes, you can set start and end dates for campaigns and ad sets:
  1. Open the campaign or ad set node
  2. Navigate to the Schedule section
  3. Set your desired start date and optional end date
  4. Publish the campaign
The campaign will automatically start at the scheduled time.
Start simple and scale based on performance:
  • Beginner: 1 campaign, 1 ad set, 2-3 ads (test creative variations)
  • Intermediate: 1 campaign, 3-5 ad sets (test audiences), 2-3 ads per ad set
  • Advanced: Multiple campaigns, 5-10 ad sets per campaign, 3-5 ads per ad set
More isn’t always better — too many ad sets can fragment your budget and slow learning.

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Editing and Publishing

Yes, you can edit most fields on published campaigns:
  • Editable: Budgets, targeting, schedules, creative, copy, status
  • Locked: Objective, special ad category, conversion location
Load the existing campaign into Whathead, make your changes, and republish. Only modified fields are updated.See Editing Existing Campaigns for details.
When you edit and republish:
  • Changed fields are updated on Meta
  • Unchanged fields are skipped
  • Campaign IDs stay the same (no new campaigns created)
  • Performance history is preserved
Significant changes (like major targeting changes) may reset Meta’s learning phase, temporarily affecting performance.
Yes, Meta allows you to update creative (images or videos) on existing ads without creating new ads. This is different from some platforms like Snapchat, which create new ads when you change creative.To update creative:
  1. Load the existing campaign
  2. Open the ad you want to update
  3. Replace the image or video
  4. Publish the update
Publishing time depends on campaign size:
  • Simple campaign (1 campaign, 1 ad set, 1 ad): 2-5 seconds
  • Medium campaign (1 campaign, 5 ad sets, 10 ads): 10-20 seconds
  • Large campaign (5 campaigns, 20 ad sets, 50 ads): 30-60 seconds
Uploading new creative assets adds extra time.
If publishing fails:
  1. Check the error message to understand what went wrong
  2. Fix the validation errors or missing fields
  3. Retry publishing — only failed entities will be republished
Common issues include budgets below $1/day, missing required fields, or permission errors.See Troubleshooting for detailed solutions.

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Targeting and Audiences

Meta offers extensive targeting options:
  • Demographics: Age, gender, language
  • Location: Countries, regions, cities, or radius around a point
  • Interests: Topics and interests Meta infers from user behavior
  • Behaviors: Purchase behavior, device usage, travel patterns
  • Custom Audiences: Your own customer lists, website visitors, app users
  • Lookalike Audiences: People similar to your existing customers
See Meta Targeting for details.
Special Ad Categories are required for ads about:
  • Credit: Credit cards, loans, financial services
  • Employment: Job postings and recruitment
  • Housing: Real estate, rentals, home services
  • Social Issues/Elections/Politics: Political or issue advocacy ads
If your campaign falls into these categories, you must declare it at the campaign level. Meta will restrict some targeting options to comply with anti-discrimination laws.
Automatic placements (recommended for most campaigns):
  • Meta shows your ads where they’re likely to perform best
  • Usually delivers better results and lower cost per result
  • Requires less management
Manual placements (use when you have specific requirements):
  • You control exactly where ads appear
  • Useful when creative is optimized for specific placements
  • Requires more monitoring and optimization
Start with automatic and switch to manual only if you have data showing specific placements work better.
Start broader than you think:
  • Too narrow: Limits reach, increases costs, slows learning
  • Too broad: May waste budget on irrelevant audiences
  • Just right: At least 50,000-100,000 people in your target audience
Let Meta’s algorithm optimize delivery within your broad targeting, then narrow based on performance data.

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Budget and Bidding

Campaign Budget Optimization (recommended):
  • Set one budget for the campaign
  • Meta automatically distributes budget to best-performing ad sets
  • Usually delivers better results with less management
Ad Set Budgets:
  • Set individual budgets for each ad set
  • More control over spending per audience
  • Requires more monitoring and manual optimization
Use CBO unless you have specific reasons to control ad set budgets separately.
Meta offers several bid strategies:
  • Highest Volume (recommended for most): Meta optimizes to get the most results with no bid cap
  • Cost Cap: You set a target cost per result
  • Bid Cap: You set a maximum bid
  • Minimum ROAS: You set a minimum return on ad spend (for sales campaigns)
Start with Highest Volume and switch to other strategies only if you have specific cost or ROAS targets.
Recommended starting budgets:
  • Testing: $5-10/day to test creative and audiences
  • Awareness: $10-20/day for meaningful reach
  • Conversions: $20-50/day to generate enough data for optimization
Meta’s algorithm needs about 50 conversions per week to optimize effectively. Budget accordingly based on your expected conversion rate.
Yes, you can increase or decrease budgets anytime:
  1. Load the existing campaign
  2. Update the budget at campaign or ad set level
  3. Publish the update
Tip: Increase budgets gradually (20-30% at a time) to avoid disrupting performance.

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Performance and Optimization

The learning phase is when Meta’s algorithm is gathering data to optimize your ad delivery. During this phase:
  • Performance may be unstable
  • Costs may be higher
  • Delivery may be inconsistent
Ad sets typically exit learning after about 50 conversions (usually 7-14 days). Avoid making changes during learning, as this resets the phase.
Best practices for timing changes:
  • New campaigns: Wait 3-7 days before making significant changes
  • Budget increases: Can be done anytime, but increase gradually
  • Targeting changes: Wait until ad set exits learning phase
  • Creative changes: Test new creative in a separate ad rather than replacing immediately
Frequent changes reset the learning phase and disrupt performance.
Performance drops after editing are common because:
  • Changes reset the learning phase
  • New targeting may be less effective
  • Budget changes disrupted delivery
Wait 3-7 days for performance to stabilize. If it doesn’t recover, consider reverting your changes.
Key metrics to monitor:
  • Cost per result: Is it within your target?
  • Conversion rate: Are people taking action?
  • ROAS (for sales): Are you making more than you’re spending?
  • Frequency: Are you showing ads to the same people too often? (Keep below 3)
Compare your metrics to your goals and industry benchmarks. Meta Ads Manager provides detailed performance data.

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Assets and Creative

Images:
  • Formats: JPG or PNG
  • Max size: 30 MB
  • Min resolution: 600 × 600 pixels
  • Recommended ratios: 1:1 (square), 4:5 (vertical), 16:9 (horizontal)
Videos:
  • Formats: MP4 or MOV
  • Max size: 4 GB
  • Max duration: 241 minutes
  • Min resolution: 600 × 600 pixels
  • Recommended ratios: 1:1 (square), 4:5 (vertical), 16:9 (horizontal)
Yes, once an asset is in your Meta media library, you can use it in multiple campaigns and ads:
  • Assets are stored at the ad account level
  • You can use the same image or video in different ad sets
  • No need to upload the same file multiple times
This makes it easy to maintain consistent branding across campaigns.
You can upload assets in two ways:
  1. During ad creation: Click Upload New when adding creative to an ad
  2. Bulk upload: Go to Assets > Media Library and upload multiple files at once
Uploading in advance speeds up campaign creation.
Meta reviews all ads for policy compliance. If your creative is rejected:
  1. Check the rejection reason in Meta Ads Manager
  2. Review Meta’s Advertising Policies
  3. Update your creative to comply with policies
  4. Replace the creative in Whathead and republish
Common rejection reasons include prohibited content, misleading claims, or too much text in images.

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”What If” Scenarios

Deleting a parent node also deletes all child nodes:
  • Deleting a campaign deletes all its ad sets and ads
  • Deleting an ad set deletes all its ads
If the entities are published on Meta, deleting them in Whathead does NOT delete them from Meta. You’ll need to archive or delete them in Meta Ads Manager separately.
If you disconnect your Meta account:
  • You lose access to your ad accounts in Whathead
  • Campaigns on the canvas remain but cannot be published
  • Your campaigns continue running on Meta (they’re not affected)
You can reconnect anytime to regain access.
You cannot change the objective on an existing campaign. If you need a different objective:
  1. Create a new campaign with the desired objective
  2. Copy your ad sets and ads to the new campaign
  3. Publish the new campaign
  4. Pause or archive the old campaign
Moving an ad to a different ad set (reconnecting) creates a duplicate ad on Meta:
  • Meta doesn’t allow changing an ad’s parent ad set
  • Whathead creates a new ad under the new ad set
  • The original ad remains under the old ad set
You’ll need to pause or delete the original ad manually if you don’t want both running.
Whathead handles partial success gracefully:
  • Successful campaigns are published and marked as complete
  • Failed campaigns show error messages
  • You can fix errors and retry only the failed campaigns
  • Successful campaigns are automatically skipped on retry

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Still Have Questions?

If you didn’t find your answer here:
  1. Check the Meta Troubleshooting guide for issue-specific solutions
  2. Review Meta’s Business Help Center for platform-specific questions
  3. Contact Whathead support with your specific question

Troubleshooting

Resolve common Meta issues

Publishing Workflow

Learn about the publishing process

Connection Setup

Review connection requirements

Campaign Structure

Understand Meta’s hierarchy