Why is Your Facebook Ad Approved and Active But Not Running?

Why is Your Facebook Ad Approved and Active But Not Running?

      1. Case Studies
      2. The Importance of Understanding Why Your Ad Is Approved and Not Running.
      3. Overview of The Approval Process
      4. Check Ad Status
      5. Budget and Bidding
      6. Audience Targeting
      7. Ad Placement
      8. Ad Creative and Content
      9. Ad Relevance and Quality
      10. Review Policies and Guidelines
      11. Pixel Tracking Issues
      12. How to solve pixel related issues?


Marketers often experience a profound frustration when their meticulously crafted Facebook ads receive approval but fail to run effectively. Despite meeting the initial criteria, the discrepancy between approval and actual delivery can result in wasted time, resources, and missed opportunities for engagement and conversions.

1.Case Studies.

Case Study 1: Budget and Bidding Strategy:

Imagine a scenario where a marketing team invests significant effort in creating a compelling ad, only to find it stuck in the approval stage. Upon investigation, it’s revealed that the ad’s budget and bidding strategy weren’t aligned with the intended goals. By adjusting the budget and adopting a more strategic bidding approach, the ad started running successfully, showcasing the critical role budgeting plays in ad delivery.

Case Study 2: Audience Targeting Oversight:

In another instance, a business owner faced frustration as their approved ad failed to reach the desired audience. The oversight lay in improperly defined audience targeting parameters. Upon revisiting and refining the audience demographics, the ad not only started running but also witnessed improved engagement and conversions. This highlights the pivotal role audience targeting plays in the success of Facebook ads.

Case Study 3: Ad Relevance and Quality Metrics:

Consider a digital agency experiencing perplexity over an approved ad that remained inactive. Further examination revealed low ad relevance and quality metrics, causing Facebook’s algorithm to limit its delivery. By enhancing the ad’s relevance through better-targeted content and imagery, the ad not only started running but also achieved higher user engagement. This underscores the significance of maintaining high ad relevance for effective delivery.

2.The importance of understanding why your ad is approved and not running.

Optimizing Ad Performance

– Identifying the root cause allows marketers to optimize their ads for better performance. This understanding enables adjustments in various aspects such as budget, targeting, and creative elements.

Resource Efficiency:

– Knowing why an approved ad isn’t running helps allocate resources effectively. Instead of blindly making changes, marketers can focus efforts on the specific areas causing the problem, saving time and resources.

Preventing Future Issues

– Addressing the underlying reasons provides a learning opportunity. Marketers can apply this knowledge to future ad campaigns, reducing the likelihood of encountering similar issues and enhancing overall campaign effectiveness.

Budget Allocation

– Understanding the issue helps in strategic budget allocation. Marketers can reallocate budgets based on the aspects that are hindering ad delivery, ensuring optimal use of financial resources.

Enhancing Ad Relevance

– Issues like low ad relevance or poor targeting can be rectified with a clear understanding of the problem. This leads to the creation of more relevant and engaging ads, improving overall campaign success.

Maintaining Ad Compliance:

– Many times, non-running ads are a result of non-compliance with Facebook’s guidelines. Understanding these guidelines and ensuring adherence helps in avoiding ad rejections and delays in the future.

Building Trust with the Platform:

– Consistently resolving issues and adhering to best practices builds trust with the advertising platform. This trust is essential for the long-term success of marketing efforts on platforms like Facebook.

Maximizing Return on Investment (ROI):

– By resolving issues promptly, marketers can maximize their ROI. Ads that are not running are not contributing to the campaign objectives. Understanding the reasons behind non-delivery helps in getting the ads back on track, ensuring a better return on investment.

In essence, understanding why an ad is approved but not running empowers marketers to make informed decisions, rectify issues efficiently, and continually refine their advertising strategies for better outcomes.


3.Overview of the Approval Process:

Typical steps involved in the Facebook ad approval process.

The Facebook ad approval process involves several steps to ensure that ads meet the platform’s guidelines and standards. Here’s an overview of the typical steps:

 Ad Creation:

Marketers start by creating ads using Facebook’s Ads Manager or Business Manager. This involves selecting ad objectives, defining target audiences, and crafting ad creatives.

 Ad Submission:

After creating the ad, advertisers submit it for review by Facebook. This submission initiates the approval process.

Automated Review:

Facebook employs automated systems to conduct an initial review of ads. This includes checking for policy compliance, such as avoiding prohibited content and adhering to community standards.

Human Review (if necessary) If the automated system detects potential issues or if the ad is flagged, it may undergo a manual review by Facebook’s content moderators. This step ensures a more nuanced evaluation.

Approval or Rejection:

Based on the reviews, the ad is either approved or rejected. If approved, it moves to the next phase.

Status Update:

Advertisers can check the status of their ads in the Ads Manager. The status may include “Approved,” “Active,” “Not Delivering,” or other designations, providing insights into the ad’s current state.

Ad Delivery:

Once approved, ads enter the delivery phase, where they are shown to the target audience. However, approval doesn’t guarantee immediate delivery; other factors like budget, bidding strategy, and audience targeting influence when and how frequently the ad is displayed.

Ongoing Monitoring:

Facebook continues to monitor ads even after approval. If an ad violates policies after approval, it may be disapproved, and the advertiser is notified.

Understanding these steps is essential for advertisers to navigate the ad approval process effectively. It emphasizes the importance of adhering to Facebook’s policies from the initial creation phase to ongoing monitoring, ensuring a smooth and successful advertising campaign on the platform.

While obtaining Facebook ad approval is crucial, it’s merely the first step. Effectiveness hinges on meeting additional criteria. Elements such as budget, bidding strategy, audience targeting, and ad quality play pivotal roles. Marketers must recognize that approval alone doesn’t guarantee optimal ad performance—ongoing attention to these factors is vital for successful and impactful campaigns on the platform.

4.Check Ad Status:

Initiate by logging into the Ads Manager on Facebook. Navigate to your ad campaign, select the specific ad, and review its status. The status provides crucial insights—whether it’s “Approved,” “Active,” “Not Delivering,” or another designation. This initial step lays the foundation for identifying and addressing any issues that may be preventing your ad from running effectively.


Let’s look deep into different ad statuses.


– Indicates that your ad has successfully passed Facebook’s review process and complies with their advertising policies. However, approval alone doesn’t guarantee immediate delivery; other factors influence when and how frequently the ad is shown.


– Denotes that your ad is currently in circulation and being displayed to the target audience. This status indicates that the ad is running and actively participating in the ad auction.

Not Delivering

– Suggests that, despite approval, your ad is not being shown to the intended audience. This status may be due to various reasons such as low budget, bid issues, or audience targeting challenges.

Pending Review

– Implies that your ad is awaiting approval from Facebook’s review process. It’s in the queue for automated and, if necessary, manual review by content moderators.


– Signifies that your ad has been rejected after review due to policy violations or other issues. Facebook provides details on the reasons for disapproval, enabling you to make necessary adjustments.


– Indicates that your ad setup is incomplete, and it cannot be submitted for review until all required information is provided. This status prompts you to revisit and complete the necessary fields.

Understanding these statuses is essential for effective ad management. Regularly monitoring and interpreting these designations in the Ads Manager allows marketers to troubleshoot issues promptly and optimize their campaigns for better performance.

5 Budget and Bidding.

The role of budget and bidding in ad delivery.

Budget and bidding are pivotal factors influencing the success of Facebook ads. Your allocated budget determines how much you’re willing to spend, while bidding strategy impacts when and where your ad appears. A well-optimized budget ensures your ad reaches the desired audience, and a strategic bidding approach enhances visibility. Continuous monitoring and adjustment of these parameters are crucial for maximizing ad delivery and achieving campaign objectives.


How to check and adjust budget and bidding strategy for optimal results.

To check and adjust your budget and bidding strategy for optimal results in Facebook ads, follow these steps:

Checking Budget

  1. Go to Facebook Ads Manager.
  2. Select the campaign containing your ad.
  3. Navigate to the Ad Set level.
  4. Review the “Budget” section to ensure it aligns with your campaign goals.


Adjusting Budget

  1. In Ads Manager, go to the Ad Set containing your ad.
  2. Click “Edit” and adjust the daily or lifetime budget based on your objectives.
  3. Consider experimenting with different budget levels to observe the impact on ad performance.


Checking Bidding Strategy

  1. Within the Ad Set, locate the “Bid Strategy” section.
  2. Examine the current bidding strategy (e.g., Lowest Cost, Target Cost).
  3. Assess whether the chosen strategy aligns with your campaign goals and budget.


Adjusting Bidding Strategy

  1. In Ads Manager, navigate to the Ad Set.
  2. Click “Edit” and go to the “Bid Strategy” section.
  3. Choose a bidding strategy that aligns with your objectives.
  4. Experiment with different strategies to find the most effective one for your campaign.


Tips for Optimization

– Consider using Facebook’s automatic bidding for simplified optimization.

– Monitor the Ad Auction Insights to understand how your bid compares to others.

– Regularly analyse performance metrics to identify the impact of budget and bidding adjustments.

– A/B test different budget and bidding combinations to find the most effective approach.


Remember, continuous monitoring and strategic adjustments are essential for optimizing budget and bidding in Facebook ads, ensuring your campaigns deliver optimal results over time.

6 Audience Targeting

(How targeting plays a crucial role in ad delivery.)

Targeting is a cornerstone of successful Facebook ad delivery, influencing who sees your ads and, consequently, their effectiveness. Here’s why targeting is crucial:

Relevance to Audience

– Precise targeting ensures your ads reach the audience most likely to be interested in your product or service. This relevance increases the likelihood of engagement and conversions.


– Targeting helps avoid showing ads to irrelevant users, preventing wasted impressions and budget. This cost-efficient approach directs resources toward those who are more likely to respond positively to your ad.

Improved Ad Performance

– Ads that resonate with a specific audience demographic are more likely to perform well. Tailoring your message to the characteristics and interests of your target audience enhances ad engagement and conversion rates.

Ad Auction Placement

– Facebook’s ad auction considers targeting parameters when deciding which ads to show to users. Well-defined targeting increases your ad’s eligibility for display in relevant user feeds, improving visibility.

Audience Segmentation

– Targeting allows you to segment your audience based on various criteria such as demographics, interests, and behaviours. This segmentation enables personalized messaging, addressing the unique needs of different audience segments.

Customization for Campaign Objectives:

– Different campaigns have distinct objectives. Targeting lets you customize your audience based on the specific goals of each campaign, whether it’s brand awareness, lead generation, or driving sales.


– Targeting facilitates retargeting efforts, allowing you to show ads to users who have interacted with your website or previous ads. This helps re-engage potential customers who have shown interest in your offerings.

Geographic Focus

– Geographic targeting is crucial for businesses with specific regional or local targets. It ensures your ads are seen by users in the locations relevant to your business.

In essence, precise targeting in Facebook ads enhances the overall efficiency and effectiveness of your campaigns. It aligns your message with the right audience, ultimately driving better results and maximizing the impact of your advertising efforts.

7.Ad Placement

The impact of ad placement on ad delivery.

Ad placement significantly influences the success of your Facebook ads by impacting their visibility, engagement, and overall effectiveness. Here’s why ad placement is crucial:

Visibility and Attention

– Different ad placements on Facebook, such as News Feed, Stories, or in-stream videos, affect how prominently your ad is displayed. Strategic placement increases the likelihood of users noticing and engaging with your content.

User Experience

– Ads placed seamlessly within the user’s natural browsing experience are more likely to be well-received. Intrusive or disruptive placements may lead to negative user experiences, affecting ad performance.

Ad Auction Competition

– The ad placement chosen influences the competition in the ad auction. Certain placements may have higher demand, increasing competition. Understanding this dynamic helps in optimizing bid strategies for better ad delivery.

Device-Specific Considerations

– Different ad placements cater to users on various devices (desktop, mobile, tablet). Advertisers need to consider how their target audience engages with content on different devices to optimize ad delivery.

Format Adaptation

– Ad placement determines the format of your ad (e.g., single image, carousel, video). Tailoring the format to the placement ensures optimal presentation, enhancing user engagement and interaction.

Audience Behaviour Variation

– User behaviour varies across different placements. For instance, Stories may attract users looking for more visual content, while the News Feed may cater to those seeking a mix of content. Adapting to these behaviour patterns enhances ad relevance.

Cost Efficiency

– The cost of ad placements varies. Understanding the cost associated with each placement helps in budget allocation, ensuring optimal spending for maximum impact

Testing and Optimization

– Regularly testing different placements allows advertisers to identify the most effective ones for their goals. Optimization based on performance insights enhances future ad delivery strategies.

In summary, thoughtful consideration of ad placement is essential for maximizing ad delivery on Facebook. By aligning your ads with user preferences, optimizing for different devices, and adapting to specific placements, you enhance the chances of your ads being seen, engaged with, and delivering the desired results.

Review your chosen ad placements in Facebook Ads Manager. Ensure they align with your campaign objectives and target audience behaviour. If needed, modify placements to optimize visibility and engagement. Regularly testing different placements allows you to identify the most effective ones for your goals. Adapting and refining ad placements contribute to better overall campaign performance and ad delivery.

8.Ad Creative and Content.

The importance of ad content and creative elements.

The ad creative and content are the heartbeat of your Facebook ad. Compelling visuals, captivating copy, and a clear call-to-action are essential for grabbing attention and driving engagement. Tailoring content to resonate with your target audience enhances ad effectiveness, fostering brand connection. Invest time in crafting creative elements that not only align with your brand but also speak directly to the interests and needs of your audience.

Tips on creating engaging content that aligns with Facebook’s guidelines.

Understand Guidelines

– Familiarize yourself with Facebook’s advertising policies to ensure compliance. Avoid prohibited content, including misleading claims, explicit material, and discriminatory language.

Visual Appeal

– Use high-quality, eye-catching visuals. Clear and compelling images or videos enhance user engagement and contribute to a positive ad experience.

Clear Messaging

– Craft concise and compelling copy. Clearly communicate your value proposition and call-to-action. Avoid jargon and ensure your message is easily understood.

Audience Relevance

– Tailor content to your target audience. Address their pain points, interests, and preferences. Personalized content resonates better and fosters a connection with users.

Test Different Formats

– Experiment with various ad formats (image, video, carousel) to discover what resonates best with your audience. Testing helps optimize for engagement and conversions.

Mobile Optimization

– Design content with mobile users in mind. Given the prevalence of mobile browsing, ensure visuals and text are easily digestible on smaller screens.


– Tell a compelling story. Narrative elements can captivate and emotionally connect with your audience, making your brand more memorable.

Incorporate Social Proof

– Include customer testimonials, reviews, or user-generated content. Social proof builds trust and credibility, encouraging users to engage with your ad.

Interactive Elements

– Use interactive features like polls, quizzes, or interactive videos. Engagement-driven content can boost interaction and increase time spent with your ad.

A/B Testing

– Continuously A/B test different creatives to identify high-performing elements. This data-driven approach helps refine content strategies based on real user responses.

Adhere to Design Guidelines

– Follow Facebook’s design specifications to ensure your visuals are displayed optimally. Properly formatted content contributes to a seamless user experience.

Promote Value

– Clearly showcase the value your product or service provides. Highlight benefits and solutions to user needs, emphasizing why they should engage with your brand.

By combining creativity with an understanding of Facebook’s guidelines, you can develop engaging content that not only captures attention but also aligns with the platform’s policies, ensuring a positive user experience.

9.Ad Relevance and Quality

The relevance of quality metrics used by Facebook.

Facebook assesses ad relevance and quality through specific metrics to ensure a positive user experience. Here’s an overview:

Relevance Score

– A numeric score (1-10) indicating how well your ad resonates with your target audience. Higher scores suggest greater relevance. It considers factors like engagement and feedback.

Quality Ranking:

– Compares the quality of your ad with similar ads targeting the same audience. It helps identify how well your ad’s expected engagement compares to others.

Engagement Rate Ranking

– Measures the expected engagement of your ad compared to similar ads. It considers clicks, reactions, shares, and comments. A higher ranking indicates a more engaging ad.

Conversion Rate Ranking

– Assesses the expected conversion rate of your ad compared to similar ads. It evaluates how likely your ad is to drive the desired action, such as a purchase or sign-up.


– User feedback on your ads influences relevance and quality. Positive interactions (likes, clicks) improve scores, while negative feedback (hides, reports) can lower them.

Expected CTR (Click-Through Rate)

– Predicts how likely users are to click on your ad. It considers historical ad performance and relevance to the target audience.

Ad Position

– While not a metric, ad position is influenced by relevance and quality. High-quality, relevant ads may be placed higher in users’ feeds, improving visibility.

Understanding and optimizing these metrics is essential. Aiming for higher relevance and quality scores not only improves ad performance but also contributes to a positive user experience, making your ads more effective and well-received on the platform.

To enhance ad relevance and quality on Facebook, refine your targeting to ensure it aligns with your audience’s interests. Craft compelling ad creatives with clear messaging and engaging visuals. Encourage positive interactions and promptly address negative feedback. Regularly monitor metrics like relevance score and conversion rate ranking, adjusting your strategy based on insights. Continuous optimization ensures improved ad performance and a positive user experience.

10.Review Policies and Guidelines.

– Regularly revisit Facebook’s advertising policies and guidelines to stay informed and compliant. Policy changes occur, and understanding the rules helps prevent ad rejection or account issues. Stay updated on prohibited content, engagement bait, and other guidelines to ensure your ads align with Facebook’s standards, fostering a positive advertising experience and preventing disruptions to your campaigns.

 Highlight potential reasons for ad rejection even after approval.

Ad rejection can occur even after initial approval on Facebook. Common reasons include:

Policy Violations:

– Unintentional breaches of Facebook’s advertising policies, such as using prohibited content or language, can lead to rejection.

Misleading Claims

– Ads with misleading or false claims may be rejected after closer scrutiny, impacting user trust and satisfaction.

Low Ad Quality or Relevance

– If user interactions indicate low quality or relevance, Facebook may reconsider the approval status.

Targeting Issues

– Ads targeting the wrong audience or violating demographic restrictions may face rejection post-approval.

Algorithm Changes

– Facebook’s algorithms may re-evaluate ads over time, leading to rejection based on evolving standards.

Non-Compliance with Updates

– Changes in Facebook’s policies or guidelines may render previously approved ads non-compliant.

Technical Glitches

– Occasionally, technical issues within Facebook’s system may result in ad rejection after approval.

Understanding these potential reasons for post-approval rejection is crucial. Regularly monitor ad performance, stay informed about policy changes, and address user feedback to minimize the risk of unexpected rejections.

11.Pixel and Tracking Issues

The role of the Facebook pixel in tracking ad performance.

The Facebook pixel plays a pivotal role in tracking and optimizing ad performance. It’s a piece of code placed on a website that monitors user interactions. Key functions include:

Conversion Tracking

– Tracks user actions after clicking on an ad, providing insights into conversion events like purchases, sign-ups, or page views.

Audience Building

– Helps create custom audiences based on user behaviour, enabling targeted retargeting or lookalike audience creation.

Optimizing Ad Delivery

– Informs the Facebook algorithm about user interactions, allowing for optimized ad delivery to users more likely to take the desired action.

Attribution Modelling

– Assists in understanding the customer journey by attributing conversions to specific touchpoints, aiding marketers in optimizing their strategies.

Dynamic Ads

– Powers dynamic ads, which automatically show personalized products or content to users based on their previous interactions with the website.

Event Tracking

– Facilitates tracking specific events, such as clicks, form submissions, or video views, offering granular insights into user engagement.

Cross-Device Tracking

– Enables tracking user behaviour across devices, providing a holistic view of the customer’s interactions with your brand.

Performance Measurement

– Provides detailed reports on ad performance, helping advertisers analyze the effectiveness of campaigns and make data-driven optimizations.

Understanding and correctly implementing the Facebook pixel is crucial for advertisers to gather accurate data, optimize campaigns, and maximize the impact of their advertising efforts. It serves as a valuable tool in improving targeting, tracking user interactions, and refining ad strategies for better results.

If facing pixel-related issues impacting ad delivery on Facebook, follow these troubleshooting steps:

Pixel Installation

– Ensure the pixel is correctly installed on your website. Verify the pixel code placement on all relevant pages to track user interactions accurately.

Pixel Verification

– Use Facebook’s Pixel Helper browser extension to check if the pixel is firing correctly on your website. This tool identifies installation errors.

Check Events

– Review the events you’ve set up in the pixel. Ensure they align with your campaign objectives and that relevant events are triggered correctly.

Test Conversions

– Test the pixel’s conversion tracking by completing the desired action on your website (e.g., making a purchase) and checking if the pixel registers the event.

Cross-Browser Compatibility

– Confirm that the pixel functions across different web browsers. Compatibility issues can impact data collection and reporting.

Check for Ad Blockers

– Ad blockers can prevent the pixel from firing. Ask users to disable ad blockers when testing pixel functionality.

Verify Pixel ID

– Double-check that you are using the correct pixel ID in your ad campaigns. Using the wrong ID can lead to tracking discrepancies.

Review Facebook Events Manager

– Explore the Events Manager in Ads Manager to identify any issues reported by Facebook related to your pixel.

Pixel Setup Documentation

– Refer to Facebook’s pixel setup documentation for comprehensive troubleshooting guidance. Facebook’s resources provide step-by-step instructions to address common issues.

Reach Out to Support

– If issues persist, contact Facebook Support for personalized assistance. Provide details about the problem and steps you’ve taken to troubleshoot.

By systematically addressing these troubleshooting steps, you can identify and resolve pixel-related issues, ensuring accurate data collection and optimal ad delivery on Facebook. Regularly monitor the pixel’s performance to catch and address any issues promptly.

10.How to solve pixel related issues

If pixel-related issues persist, reach out to Facebook Support for assistance. To contact support:

Visit Facebook Help Centre

– Go to the Facebook Help Centre at https://www.facebook.com/business/help.

Navigate to Support

– Click on “Support” in the upper-right corner of the page.

Choose Your Issue:

– Select the relevant category related to advertising and then choose “Pixel” or “Ads.”

Submit a Request

– Click on “Submit a Request” to describe your issue. Be concise and provide detailed information about the problem, including error messages, affected campaigns, and any troubleshooting steps you’ve taken.


Attach Screenshots

– Attach screenshots if applicable. Visuals can help Facebook Support better understand the issue.


Include Pixel ID

– Mention your pixel ID to ensure they can specifically address issues related to your account.

Follow Up

– After submitting the request, monitor your email for updates and respond promptly to any requests for additional information from Facebook Support.

Remember to be thorough in describing the problem, as detailed information helps expedite the troubleshooting process. Facebook Support will work with you to identify and resolve the pixel-related issue affecting your ad delivery.

Key Takeaway

It is always important to ensure that your Facebook ad is running. You will reach more potential customers and increase your sales if your ad is always running. Whenever you have an issue with your ad campaign, try the above quick fixes to keep your Facebook ad running.

Why Is your Facebook Ad Approve, Talk to us Global Desarts Media