{
  "title": "How Long Do Facebook Ads Run? We Followed 13,586 New Ads (Crush, September 2026)",
  "url": "https://trycrush.ai/blog/how-long-do-facebook-ads-run",
  "notes": [
    "Launch view: new image and carousel ads (video was not stored before September 8, 2026) whose Ad Library start date fell on Feb 10, Mar 12, Apr 13, May 13, Jun 12 or Jul 8, 2026 (one weekday between the 8th and 13th of each month, chosen, not at random, before any survival figure was computed), first seen within 3 days of launch. Age is counted from the launch date; each ad enters the Kaplan-Meier estimate on the day we first saw it (delayed entry), and an end is dated halfway between the last sighting and the scan that no longer listed the ad as active.",
    "Live view: unique ads flagged active when last seen, with that sighting between September 12 and 26, 2026. Age = days from the Ad Library start date to the last sighting (a floor). For 2.9% of them the search was rescanned 2 or more days later without an end being recorded; the 37% at 90+ days holds without them.",
    "Store ads: a Shop now, Order now, Buy now or Get offer button to a website, or a link to a product, collection, Shopify store or marketplace page.",
    "Formats: before September 8, 2026, a carousel with video cards was stored by its image cards only, so it counts as a carousel (or as a single image if it had one image card). This may slightly understate video among older live store ads in storeFormatMixByAge; it cannot be quantified from the stored data.",
    "Uncertainty: these are estimates. Across the checks in launchView.checks the 7-day share runs from 30.3% to 43.2%, the 30-day share from 6.1% to 10.7% and the 90-day share from 0.6% to 1.9%; by launch day the 30-day share ranged from 4.7% to 13.4%. For store ads (launchView.storeAds.checks: late dating, every lost store ad counted as stopped, long gaps treated as unknown) the 30-day share runs from 8.6% to 14.2%. The direct count of August 26 launches found 6% of all ads and 6.7% of store ads still running about 30 days later, against 10% and 13.1% predicted, so the 30-day figures, store ads included, may run high. No confidence intervals are given, because sampling error is small next to these ranges.",
    "Follow-up: 1,832 of the 13,586 launch ads (13%) were lost to follow-up (their search stopped being scanned, or came back empty or incomplete) and are treated as running until last seen; only 26 were still running at the last scan.",
    "Live view: each creative counted once (the first ad seen with it), from searches tracked by Crush users, capped at 25 ads per Page. It is not a random sample of all Meta ads. Image and carousel ads alone: 36.3% at 90+ days. Counting every live ad, copies included (read-only recount run 2026-09-27): 33.7% at 90+ days.",
    "Early days: each curve starts on the first day with at least 50 ads at risk (day 0.19 for all new ads, 0.37 for store ads, 0.84 to 0.97 for the Send message, Send WhatsApp message, View Instagram profile and See details buttons, 0.51 to 0.85 for the store formats). By day 0.84 to 0.97, 6% to 10% of all new ads had already stopped, so a group whose curve starts that late can read up to about 10% high in relative terms: the short lives of the chat and profile buttons are, if anything, understated. For store formats the margin is about 3%, which covers the gap between store carousels and store catalog ads at 30 days.",
    "Censoring: 3,529 of the 13,586 launch ads (26%, about 1 in 4) were seen in only one scan (last sighting within an hour of the first), so their end date rests entirely on the midpoint rule. This is one reason dating every end as late as possible moves the median from 4.1 to 6 days.",
    "Sample: uniqueAds counts every unique creative behind a published figure after the junk filter and the 25-per-Page cap (launch view, live view, launch-day and found-late checks, recent launches). The checks without the junk filter or without the cap use 3,168 more.",
    "Tail: 1,067 launch ads were still followed at day 30, 359 at day 60 and 124 at day 90 (adsStillFollowed in launchView.allNewAds.survival). No July 8 launch ad was still followed by day 90, so the 90-day figure rests on the other five launch days. Groups with fewer than 50 ads still followed at day 30 (adsStillFollowedAtDay30) are given in whole percents, as in the charts.",
    "Stopped means no longer listed as active. Ads that delivered to the UK, EU or associated territories stay in the Ad Library as inactive for a year after their last impression, and ads about social issues, elections or politics for seven years; this study used only the active listings, searched across all countries. A short pause, or a scan that resumed after an interruption or skipped the ad, can also look like an end; an ad seen again goes back to active."
  ],
  "sample": {
    "uniqueAds": 153928,
    "advertiserPagesApprox": 68719,
    "launchViewAds": 13586,
    "launchViewPages": 6942,
    "launchViewStoreAds": 5522,
    "liveViewAds": 96614,
    "liveViewPages": 40129,
    "liveViewStoreAds": 43208
  },
  "launchView": {
    "allNewAds": {
      "medianDays": 4.1,
      "survival": {
        "3": {
          "stillRunningPct": 59.5,
          "adsStillFollowed": 9958
        },
        "7": {
          "stillRunningPct": 33.9,
          "adsStillFollowed": 5198
        },
        "14": {
          "stillRunningPct": 19.7,
          "adsStillFollowed": 2842
        },
        "30": {
          "stillRunningPct": 8.3,
          "adsStillFollowed": 1067
        },
        "60": {
          "stillRunningPct": 3.1,
          "adsStillFollowed": 359
        },
        "90": {
          "stillRunningPct": 1.2,
          "adsStillFollowed": 124
        }
      }
    },
    "storeAds": {
      "medianDays": 5.9,
      "survival": {
        "3": {
          "stillRunningPct": 68.6,
          "adsStillFollowed": 4286
        },
        "7": {
          "stillRunningPct": 44.4,
          "adsStillFollowed": 2557
        },
        "14": {
          "stillRunningPct": 27.9,
          "adsStillFollowed": 1526
        },
        "30": {
          "stillRunningPct": 11.7,
          "adsStillFollowed": 577
        },
        "60": {
          "stillRunningPct": 4.5,
          "adsStillFollowed": 197
        },
        "90": {
          "stillRunningPct": 2,
          "adsStillFollowed": 79
        }
      },
      "checks": {
        "main": {
          "medianDays": 5.9,
          "d7": 44.4,
          "d30": 11.7,
          "d90": 2
        },
        "latestEndDating": {
          "medianDays": 7.2,
          "d7": 51.4,
          "d30": 14.2,
          "d90": 2.6
        },
        "allLostAsStopped": {
          "ads": 783,
          "medianDays": 4.9,
          "d7": 38.9,
          "d30": 8.6,
          "d90": 1.2
        },
        "longGapsCensored": {
          "medianDays": 5.9,
          "d7": 44,
          "d30": 13.6,
          "d90": 2.7
        }
      }
    },
    "checks": {
      "main": {
        "medianDays": 4.1,
        "d7": 33.9,
        "d30": 8.3,
        "d90": 1.2
      },
      "latestEndDating": {
        "medianDays": 6,
        "d7": 43.2,
        "d30": 10.7,
        "d90": 1.9
      },
      "allLaunchDayAds": {
        "d7": 32.6,
        "d30": 6.2,
        "d90": 0.6
      },
      "longGapsCensored": {
        "medianDays": 4.1,
        "d7": 33.4,
        "d30": 9.6,
        "d90": 1.8
      },
      "copiesCounted": {
        "medianDays": 4.7,
        "d7": 37.6,
        "d30": 10.7,
        "d90": 1.9,
        "endedWithRunningCopyShare": 9.4
      },
      "completeSearchesOnly": {
        "medianDays": 4.5,
        "d7": 35.9,
        "d30": 9.1,
        "d90": 1.3
      },
      "noJunkFilter": {
        "medianDays": 3.8,
        "d7": 31.6,
        "d30": 7.7,
        "d90": 1.1
      },
      "noPageCap": {
        "medianDays": 4.1,
        "d7": 33.3,
        "d30": 8,
        "d90": 1.3
      },
      "lostAdsLikelyStoppedCountedAsStopped": {
        "ads": 238,
        "medianDays": 4.1,
        "d7": 33.4,
        "d30": 8,
        "d90": 1.1
      },
      "allLostAdsCountedAsStopped": {
        "ads": 1832,
        "medianDays": 3.9,
        "d7": 30.3,
        "d30": 6.1,
        "d90": 0.7
      },
      "withoutLateFloorDays": {
        "excludedDays": [
          "2026-07-08"
        ],
        "medianDays": 4,
        "d7": 32.9,
        "d30": 8.4,
        "d90": 1.3
      }
    },
    "thirtyDayRangeByLaunchDay": [
      {
        "day": "2026-02-10",
        "ads": 994,
        "stillRunningAt30DaysPct": 4.7
      },
      {
        "day": "2026-03-12",
        "ads": 3391,
        "stillRunningAt30DaysPct": 9
      },
      {
        "day": "2026-04-13",
        "ads": 1036,
        "stillRunningAt30DaysPct": 7.9
      },
      {
        "day": "2026-05-13",
        "ads": 2516,
        "stillRunningAt30DaysPct": 13.4
      },
      {
        "day": "2026-06-12",
        "ads": 3760,
        "stillRunningAt30DaysPct": 7.1
      },
      {
        "day": "2026-07-08",
        "ads": 1889,
        "stillRunningAt30DaysPct": 10.6
      }
    ],
    "byFormat": {
      "allNewAds": [
        {
          "label": "Single image",
          "ads": 6508,
          "medianDays": 3.1,
          "stillRunningAt30DaysPct": 5.5,
          "adsStillFollowedAtDay30": 355
        },
        {
          "label": "Carousel",
          "ads": 2569,
          "medianDays": 4.2,
          "stillRunningAt30DaysPct": 8.2,
          "adsStillFollowedAtDay30": 165
        },
        {
          "label": "Catalog ad",
          "ads": 4509,
          "medianDays": 6.9,
          "stillRunningAt30DaysPct": 13.8,
          "adsStillFollowedAtDay30": 547
        }
      ],
      "storeAds": [
        {
          "label": "Single image",
          "ads": 1963,
          "medianDays": 4.1,
          "stillRunningAt30DaysPct": 8.1,
          "adsStillFollowedAtDay30": 150
        },
        {
          "label": "Carousel",
          "ads": 788,
          "medianDays": 6.9,
          "stillRunningAt30DaysPct": 14.2,
          "adsStillFollowedAtDay30": 83
        },
        {
          "label": "Catalog ad",
          "ads": 2771,
          "medianDays": 7.3,
          "stillRunningAt30DaysPct": 13.8,
          "adsStillFollowedAtDay30": 344
        }
      ]
    },
    "byButton": [
      {
        "label": "Shop now",
        "ads": 4714,
        "medianDays": 6,
        "stillRunningAt30DaysPct": 12.2,
        "adsStillFollowedAtDay30": 511
      },
      {
        "label": "Learn more",
        "ads": 3510,
        "medianDays": 4.2,
        "stillRunningAt30DaysPct": 9.2,
        "adsStillFollowedAtDay30": 303
      },
      {
        "label": "See details",
        "ads": 623,
        "medianDays": 4.4,
        "stillRunningAt30DaysPct": 7,
        "adsStillFollowedAtDay30": 42
      },
      {
        "label": "Send WhatsApp message",
        "ads": 595,
        "medianDays": 2.9,
        "stillRunningAt30DaysPct": 4,
        "adsStillFollowedAtDay30": 23
      },
      {
        "label": "Send message",
        "ads": 715,
        "medianDays": 3,
        "stillRunningAt30DaysPct": 3,
        "adsStillFollowedAtDay30": 17
      },
      {
        "label": "View Instagram profile",
        "ads": 516,
        "medianDays": 2.9,
        "stillRunningAt30DaysPct": 2,
        "adsStillFollowedAtDay30": 10
      }
    ],
    "byPlacement": [
      {
        "label": "Facebook only",
        "ads": 578,
        "medianDays": 3.4,
        "stillRunningAt30DaysPct": 3,
        "adsStillFollowedAtDay30": 18
      },
      {
        "label": "Instagram only",
        "ads": 756,
        "medianDays": 3.6,
        "stillRunningAt30DaysPct": 3,
        "adsStillFollowedAtDay30": 19
      },
      {
        "label": "Facebook and Instagram",
        "ads": 4083,
        "medianDays": 4.8,
        "stillRunningAt30DaysPct": 9.5,
        "adsStillFollowedAtDay30": 360
      },
      {
        "label": "Facebook, Instagram and Audience Network",
        "ads": 7943,
        "medianDays": 4.3,
        "stillRunningAt30DaysPct": 9.2,
        "adsStillFollowedAtDay30": 665
      }
    ]
  },
  "recentLaunchesDirectCount": {
    "note": "Ads found within 3 days of launch in searches rescanned in the last two days before September 26, 2026; share still listed as active at that scan. Carousels include catalog ads.",
    "ageAtCheckDays": {
      "2026-08-26": {
        "min": 29.7,
        "median": 30.8,
        "max": 31.2
      },
      "2026-09-09": {
        "min": 15.7,
        "median": 16.9,
        "max": 17.2
      },
      "2026-09-16": {
        "min": 8.7,
        "median": 9.8,
        "max": 10.2
      }
    },
    "groups": {
      "2026-08-26|all": {
        "ads": 664,
        "stillRunningPct": 6
      },
      "2026-08-26|single_image": {
        "ads": 285,
        "stillRunningPct": 5.3
      },
      "2026-08-26|carousel_or_catalog": {
        "ads": 379,
        "stillRunningPct": 6.6
      },
      "2026-08-26|store": {
        "ads": 328,
        "stillRunningPct": 6.7
      },
      "2026-09-09|all": {
        "ads": 1455,
        "stillRunningPct": 15.7
      },
      "2026-09-09|single_image": {
        "ads": 630,
        "stillRunningPct": 12.5
      },
      "2026-09-09|carousel_or_catalog": {
        "ads": 551,
        "stillRunningPct": 17.6
      },
      "2026-09-09|store": {
        "ads": 603,
        "stillRunningPct": 16.1
      },
      "2026-09-09|video": {
        "ads": 274,
        "stillRunningPct": 19
      },
      "2026-09-16|all": {
        "ads": 1433,
        "stillRunningPct": 27.2
      },
      "2026-09-16|video": {
        "ads": 590,
        "stillRunningPct": 26.6
      },
      "2026-09-16|store": {
        "ads": 653,
        "stillRunningPct": 34
      },
      "2026-09-16|single_image": {
        "ads": 550,
        "stillRunningPct": 25.6
      },
      "2026-09-16|carousel_or_catalog": {
        "ads": 293,
        "stillRunningPct": 31.4
      }
    },
    "comparedWithCurve": {
      "note": "predictedPct is conditional on the ad still running when first seen: the mean over the same ads of S(age at check) / S(first seen) from the launch curve. Compare it with countedPct, not with the launch curve itself, which counts from launch. The article quotes imageAndCarouselOnly, because the launch curve has no video. storeImageAndCarouselOnly compares store ads without video with the store launch curve.",
      "byLaunchDay": {
        "2026-08-26": {
          "allFormats": {
            "ads": 664,
            "countedPct": 6,
            "predictedPct": 10
          },
          "imageAndCarouselOnly": {
            "ads": 664,
            "countedPct": 6,
            "predictedPct": 10
          },
          "storeImageAndCarouselOnly": {
            "ads": 328,
            "countedPct": 6.7,
            "predictedPct": 13.1
          }
        },
        "2026-09-09": {
          "allFormats": {
            "ads": 1455,
            "countedPct": 15.7,
            "predictedPct": 20.6
          },
          "imageAndCarouselOnly": {
            "ads": 1181,
            "countedPct": 14.9,
            "predictedPct": 19.5
          },
          "storeImageAndCarouselOnly": {
            "ads": 516,
            "countedPct": 17.2,
            "predictedPct": 26.2
          }
        },
        "2026-09-16": {
          "allFormats": {
            "ads": 1433,
            "countedPct": 27.2,
            "predictedPct": 34.9
          },
          "imageAndCarouselOnly": {
            "ads": 843,
            "countedPct": 27.6,
            "predictedPct": 35.1
          },
          "storeImageAndCarouselOnly": {
            "ads": 387,
            "countedPct": 35.1,
            "predictedPct": 43.7
          }
        }
      }
    }
  },
  "liveView": {
    "all": {
      "n": 96614,
      "medianDays": 57,
      "p25Days": 21,
      "p75Days": 129,
      "p90Days": 254,
      "share30plus": 65.6,
      "share90plus": 36.7,
      "share180plus": 15.5,
      "share365plus": 6.1
    },
    "ageBuckets": [
      {
        "label": "Under 7 days",
        "share": 9.3
      },
      {
        "label": "7 to 29 days",
        "share": 25.1
      },
      {
        "label": "30 to 89 days",
        "share": 28.9
      },
      {
        "label": "90 to 179 days",
        "share": 21.2
      },
      {
        "label": "180 to 364 days",
        "share": 9.4
      },
      {
        "label": "365 days or more",
        "share": 6.1
      }
    ],
    "latestTwoDaysOnly": {
      "n": 67900,
      "medianDays": 58,
      "p25Days": 21,
      "p75Days": 131,
      "p90Days": 262,
      "share30plus": 65.9,
      "share90plus": 37.1,
      "share180plus": 15.9,
      "share365plus": 6.4
    },
    "imageAndCarouselOnly": {
      "n": 53337,
      "share30plus": 64.4,
      "share90plus": 36.3
    },
    "everyLiveAdCopiesIncluded": {
      "recountRunAt": "2026-09-27T05:04:32.708Z",
      "n": 126642,
      "medianDays": 51,
      "share30plus": 62.7,
      "share90plus": 33.7,
      "share90plusChangePoints": -3
    },
    "storeFormatMixByAge": [
      {
        "label": "Under 7 days",
        "ads": 3977,
        "videoPct": 40.5,
        "singleImagePct": 32.9,
        "carouselOrCatalogPct": 26.6
      },
      {
        "label": "7 to 29 days",
        "ads": 11626,
        "videoPct": 42.7,
        "singleImagePct": 28.4,
        "carouselOrCatalogPct": 28.9
      },
      {
        "label": "30 to 89 days",
        "ads": 12932,
        "videoPct": 43.8,
        "singleImagePct": 25.5,
        "carouselOrCatalogPct": 30.8
      },
      {
        "label": "90 to 179 days",
        "ads": 8486,
        "videoPct": 44.8,
        "singleImagePct": 25.9,
        "carouselOrCatalogPct": 29.3
      },
      {
        "label": "180 to 364 days",
        "ads": 4097,
        "videoPct": 46.9,
        "singleImagePct": 16,
        "carouselOrCatalogPct": 37.1
      },
      {
        "label": "365 days or more",
        "ads": 2087,
        "videoPct": 44.3,
        "singleImagePct": 19.7,
        "carouselOrCatalogPct": 36
      }
    ],
    "storeMedianAgeByNiche": [
      {
        "niche": "Gifts and crafts",
        "ads": 1412,
        "medianDays": 67
      },
      {
        "niche": "Fashion and apparel",
        "ads": 1304,
        "medianDays": 55
      },
      {
        "niche": "Skincare and beauty",
        "ads": 1058,
        "medianDays": 72
      },
      {
        "niche": "Supplements and wellness",
        "ads": 953,
        "medianDays": 70
      },
      {
        "niche": "Jewelry and watches",
        "ads": 877,
        "medianDays": 80
      },
      {
        "niche": "Pets",
        "ads": 712,
        "medianDays": 66
      },
      {
        "niche": "Hair care",
        "ads": 710,
        "medianDays": 77
      },
      {
        "niche": "Food and drink",
        "ads": 694,
        "medianDays": 78
      },
      {
        "niche": "Kids and parenting",
        "ads": 599,
        "medianDays": 57
      },
      {
        "niche": "Home and garden",
        "ads": 542,
        "medianDays": 116
      }
    ]
  }
}