There are two main reasons the targeted zips for an ad may be smaller than expected:
- Default variant coverage
- Facebook ad learning
Since we determine a product's eligibility for advertisement based on whether its default variant is fulfilled by Deliverr, the targeting is the coverage provided by the default variant. Even if the product has another variant with wider coverage, only the coverage of the default variant is considered.
Additionally, each Facebook ad undergoes a learning period to best optimize ad delivery. To properly learn, the ad must run for a period of time. To prevent frequent changes in zip code targeting, the zips targeted by Facebook 2-Day Delivery Ads is a more condensed and stable group of zips that are less likely to change over time.