This one is going to REALLY hurt Facebook advertisers.

Bad move by Facebook, but understandable given the heat they’re under.

TLDR: No more reach estimates on custom audiences and limits on how many custom audiences you can create. I don’t know the limit.

// Official announcement (ht Massimo Chieruzzi):

Facebook is committed to protecting the integrity of our platform and building for people first. After identifying a new technical issue with reach estimation for Custom Audiences that could potentially allow misuse of the functionality, Facebook is removing the ability to see reach estimates for all Custom Audiences across all of our interfaces to fix it.

Given the identification of this issue, reach estimates for all types of Custom Audiences will no longer be available in the following tools:

You will still be able to create or edit ads using any type of Custom Audiences on Facebook. To prevent misuse of our systems, there will be a limit to the number of audiences created or edited in a day. You’ll be notified if you hit your daily limit, but will still be able to make changes the next day. Ads delivery and reporting will remain unaffected by this change.

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.

Dennis Yu