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Over the past couple of years, Facebook arbitrage has stopped being a comfort zone. While the platform used to allow for consistently generating ROI with minimal barriers, today it’s a different story: constant bans, rising costs, declining traffic quality, and challenges with scaling are forcing teams to completely rebuild their processes from scratch.
So how does FB media buying work today? What is the setup based on, how is traffic analyzed, and what helps stay profitable despite the turbulence?
Below — extracting the most value, let’s dive in.
Most large teams today rely heavily on agency accounts. For some, 80–95% of their ad spend goes through them. The reasons are standard: stability, control over spending limits, and predictable performance of business managers. Traditional farming methods (auto-registered accounts, rentals, account purchases) are becoming secondary — especially in high-risk verticals like gambling.
That said, no one is in a hurry to abandon farming completely. It’s still used as a testing ground and for running high-risk offers with a high likelihood of bans — for example, push notifications or crash games. Flexibility is crucial for these cases, and tools like the anti-detect browser MoreLogin help manage a large number of sessions without overlap while maintaining the necessary level of anonymity.
Important: Few people still believe in the concept of a “perfect warm-up.” Even with all the rituals — account aging, manual activity, white-hat warm-up — farmed accounts can still get banned within hours. As a result, more teams are shifting their efforts toward building stable, scalable, and long-term models in partnership with reliable agency account providers.
In Facebook arbitrage in 2025, traffic evaluation is no longer based on CR or eCPC, but on deep behavioral analytics. This is especially true in gambling, where the real value of a player becomes clear only 7–14 days after registration.
Teams use different methods, but the goal is the same — to predict LTV and user quality in advance, in order to quickly decide whether to scale or stop.
Key metrics include:
Revenue after 24/48 hours
Activity (bets, deposits, engagement)
Average deposit size
Retention
Channel-level engagement
Depth of offer usage
The technical process looks like this:
Raw log collection via SDK or postback
Data processing in BigQuery, Redshift, or ClickHouse
Visualization through Looker, Metabase, or Power BI
Integration with CRM or tracking systems (Voluum, Keitaro, Affise)
They also pay close attention to user behavior within the first 6 hours — how actively the user interacts with the product, which buttons they click, how quickly they drop off. Teams evaluate profitability down to the traffic source and even the specific creative, not just to stop underperforming campaigns but to optimize individual segments.
Facebook remains a relevant platform for gambling, but in terms of GEOs and creatives, a lot has changed — what worked great yesterday often fails moderation today or burns out within hours. That’s why teams are constantly scouting for fresh GEOs and rebuilding creative approaches to align with audience behavior, local context, and how the platform’s algorithms respond.
One of the most noticeable trends is a shift toward less competitive countries, where CPM is still reasonable and regulation is not as strict. The focus is primarily on Southeast Asia and Latin America:
Vietnam, Indonesia, Philippines — high engagement, cheap CPM, soft regulation
LATAM (Colombia, Peru, Argentina) — good conversion rates with proper localization
Middle East — a growing market, but requires a delicate approach
On the creative side, teams are moving away from generic “glamorous” videos and focusing on pseudo-personal content — recommendation formats, storytelling from a regular user’s point of view, fake reviews, or “insider” tips.
“Real user review” in TikTok style — works almost everywhere
Pseudo-medical and “official” angles perform well in APAC
Screencasts, POV videos, simplified tutorials — boost CTR and engagement
Slots and classic formats are trending again. After user fatigue from crash games and other hype mechanics, people are returning to more familiar patterns. These offers are perceived as more understandable and trustworthy, especially in regions less exposed to Western-style gaming content. Slot-based funnels are starting to consistently pass moderation again — especially when supported with proper pre-landers and subtle storytelling in creatives.
Another key change is the increased demand for localization. It’s now nearly impossible to run without deep adaptation to the specific audience. In the past, you could launch an English-language creative across all of SEA with just a local flag in the headline. Today, that no longer works. Users expect to be spoken to “in their own language” — both literally and culturally. As a result, teams are increasingly hiring local designers, translators, native speakers, or working with custom GPT models trained on regional slang and stylistics.
One of the most critical success factors today is the quality of contact with the affiliate network or advertiser.
Only through networking, direct chats, and good relationships with managers can you:
Get above-market rates
Negotiate CPA + RevShare or CPA + Spend hybrids
Gain access to exclusive GEOs
Receive intermediate feedback without waiting for reconciliation
Large teams aim to get at least a “rough” signal — is the traffic working or not. Any opportunity to understand traffic quality in real time can save tens of thousands.
Advertisers are increasingly offering spend-based models — a commitment to spend a certain amount (e.g., $X) in exchange for higher rates, cap priority, or exclusivity. This requires trust and a long-term mindset. Small or one-off buyers typically get filtered out at this stage.
With Facebook becoming more difficult, many teams are actively looking for diversification. One growing trend is using Telegram as a full-fledged platform:
Warming up users through channels
Subscribing via lead forms in Facebook or Instagram
Automated funnels and broadcasts via bots
Retargeting through Telegram Ads or lookalikes built from external sources
Other areas of focus include:
TikTok Ads (including via agency buys)
Unity Ads
In-App SDK traffic
Classic native traffic through Taboola and Outbrain
Facebook has become more complex, more expensive, and less predictable — but it still remains one of the top sources of high-quality traffic. Success today relies on three core pillars:
A reliable technical setup, with a focus on agency ad accounts
Advanced internal analytics, with deep behavioral evaluation
Strong personal relationships with managers and advertisers
If you're building a team with a long-term vision, these components are no longer optional — they’re essential.
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