Half of new ads are switched off within 3 weeks.
We have watched every new ad from 730 brands since June 2026, 443,578 launches so far, and checked on each of them every week. This is what is changing in Meta advertising, and what only looks like it is.
443,578 ads / 730 brands / 36 categories / October 2026
Juvly Aesthetics
Ran 129 days
Yes We Vibe
Ran 129 days
How long ads last
Only 1 in 4 new ads is still running a month later.
Brands switch most ads off within weeks. Of every ad launched since June, this is how many were still running each week after launch: 3% make it to 18 weeks.
Share of new ads still running, by weeks since launch
214,453 ads from 507 brands, checked every week.
Week 2: 57% left
A month in: 1 in 4 left
Week 18: 3%
Launched in June, still running
The oldest ads we watched from day one that are still live. One per brand; open any of them.
What brands launch
Messenger fell from 77% to 37% of new ads.
The formats, placements and buttons of every new ad since June, brand by brand. Most of it holds steady; this is what moved.
Share of a brand's new ads that run on Messenger
The share of a brand's new ads that run on Messenger went from 77% in the first weeks to 37% in the latest. Brands doing it at all: 88% then, 67% now.
26% in the latest week
four-week average: 37%
Share of a brand's new ads that run on WhatsApp
The share of a brand's new ads that run on WhatsApp went from 2% in the first weeks to 22% in the latest. Brands doing it at all: 9% then, 41% now.
24% in the latest week
four-week average: 22%
Recent ads doing it
What held steady: the format mix
Share of a brand's new ads in each format over the latest four weeks, against the first four since June.
Ecommerce
Video leads new ecommerce ads at 34%
Software
Video leads new software ads at 38%
Services
Single image leads new services ads at 34%
The sale calendar
Labor Day copy peaks the week before. 8% of that week's new ads mentioned it.
Between 9% (week of Sep 7) and 15% (week of Aug 31) of a brand's new ads carry a "% off". Events show up here as their copy appears in the feed.
Share of new ads with a "% off", by week
The mean across brands, so one big discounter cannot move it.
Labor Day week
8% of new ads mention it
4th of July week
5% of new ads mention it
Labor Day / Sep 7
8%of new ads at the peak
The first ads appear 2 weeks out. It peaks the week before, at 8% of that week's new ads, and is gone within a week of the day.
Back to school
1%of new ads at the peak
It peaks in the week of Aug 3, at 1% of that week's new ads.
4th of July / Jul 4
5%of new ads at the peak
The first ads appear 2 weeks out. It peaks in the holiday week itself, at 5% of that week's new ads, and is gone within a week of the day.
Ads from the Labor Day peak week
Ecommerce
12โ23% of new ecommerce ads carry a % off
Software
0โ5% of new software ads carry a % off
Services
5โ9% of new services ads carry a % off
Launch pace
The typical brand launches 15 new ads a week. The busiest quarter launch 48 or more.
Tuesday is the busiest launch day. Sunday sees 30% as many launches, and 17% of brand-weeks see none at all.
New ads per brand, per week
The line is the typical brand. The shaded band holds the middle half of brands.
18 a week
middle half: 2 to 51
Which days brands launch on
Launches per weekday, relative to the busiest day.
- Mon83%
- Tue100%
- Wed95%
- Thu95%
- Fri84%
- Sat33%
- Sun30%
Ecommerce
20 a week is typical for ecommerce; the top quarter launch 58+
Software
15 a week is typical for software; the top quarter launch 45+
Services
8 a week is typical for services; the top quarter launch 29+
Seen what is changing? Get ahead of it.
Open any ad on this page and remix it for your own brand in about 30 seconds.