In the affiliate marketing industry, years of development have led to the creation of not only automation tools but also a host of stereotypes. While some of these can be debunked through practical experiments, others have remained persistent over time. Understanding the nuances of these myths is crucial for improving campaign efficiency and boosting profits.

One such debate centers around the impact of the time zone setting in Facebook Ads accounts. Today, we’ll dive deep into this topic by analyzing how Facebook’s algorithms operate and reviewing practical examples from the field.

How Time Zones Impact Ad Budgeting

For many marketers, running ads in Facebook Ads has become a routine process, often based on templates and settings that have been proven to work over time. Once they find a system that delivers results, they tend to stick to it without much experimentation. Traffic flows, profits come in, and it seems unnecessary to change what already works. However, affiliate marketers know that campaigns should be constantly analyzed to uncover potential weaknesses or areas for optimization.

A little-known but important detail in Facebook Ads is that the time zone setting is configured at the account level. According to Facebook’s support documentation, if you change the time zone, the current ad account, along with all active campaigns, will be deactivated. A new account will be created automatically. For accounts linked to Business Manager, the time zone cannot be changed at all.

This limitation often leads marketers to set the default currency in USD and choose a time zone based on their own location for convenience. While this might seem like a minor decision, it can significantly impact campaigns targeting GEOs with time differences of 5–10 hours. Ignoring this factor may result in suboptimal campaign performance, even if other elements of the setup are correct.

Should You Match Your Time Zone to the Target GEO?

The affiliate marketing community has debated for years whether the account’s time zone should align with the target GEO. There’s no clear consensus, making it a tricky decision, particularly for beginners who lack the resources to run extensive tests.

On forums like Reddit, you’ll find marketers discussing this question. Many users argue that changing the time zone has minimal effect on campaign results. However, as seasoned affiliate marketers know, even seemingly minor details can have a measurable impact on performance. Every campaign parameter, no matter how small, can contribute to—or detract from—the overall ROI.

Time Zone Matching = Higher ROI?

Different marketers approach Facebook Ads in their own ways. There’s even a popular saying in the industry: “Facebook behaves differently for everyone.” This observation highlights how identical setups can lead to vastly different results across accounts.

Still, there are numerous examples from experienced marketers showing that adjusting the time zone to match the target GEO can lead to improved campaign performance. In some cases, marketers have reported an increase in ROI of 20–30% after making this adjustment. These results are particularly compelling for affiliates running campaigns on tight margins.

This improvement can largely be attributed to how Facebook handles budgets. The platform allocates daily budgets based on the account’s time zone. If a campaign is launched late in the evening—say at 8:00 PM—the budget may be spent too quickly, resulting in higher-cost leads compared to campaigns launched earlier in the day. This rapid spend can negatively impact the overall performance, making lead acquisition less efficient.

For example, imagine running an offer targeting the U.S., but your account’s time zone is set to a location like Kazakhstan, which has a time difference of 8–9 hours. Facebook’s algorithm would then attempt to exhaust the entire daily budget before the end of the day in the account’s time zone, leading to suboptimal spending patterns.

Additional Factors to Consider

Rapid budget depletion can also occur in other scenarios, such as when an account is unbanned after a restriction. In these cases, spending limits may be lifted, and budgets are consumed at an accelerated rate. To manage this, it’s recommended to temporarily unlink payment methods or set a low spending threshold at the account level until normal spending behavior resumes.

Furthermore, aligning your time zone with the target GEO can help prevent these issues. Several marketers have tested this theory and shared their findings. One such test involved running campaigns from four different accounts, all with varying time zone settings. The marketer found significant differences in performance and decided to standardize the time zones across accounts to optimize future campaigns.

Key Takeaways

Tips for managing Facebook Ads accounts should never be taken as absolute rules. Each case is unique, and the effectiveness of a strategy will depend on many factors. However, testing different approaches is an invaluable practice. Real-world tests provide insights that can challenge conventional wisdom and pave the way for new strategies.

Affiliate marketing is a game of details. Even the smallest adjustment, like aligning your time zone with the target GEO, can make a measurable difference in the success of your campaigns.

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