{"dataset":"adshelf-ad-survival","version":1,"updated":"2026-08-26","source":"https://adshelf.app/blog/how-long-do-facebook-ads-run","license":"Free to cite with attribution to Adshelf (https://adshelf.app).","methodology":"Public Meta Ad Library records captured continuously and retained after Meta deletes them. Age = days from the published start date to today for ads still running. Survival = start date to the last date the ad was observed running. Angles are model-classified from ad copy; ads without copy or a confident label are excluded from angle figures.","coverage":{"ads_tracked":35510,"advertisers_tracked":258,"stopped_ads_retained":1672,"thirty_day_survivors":14779,"market":"US","platform":"Meta (Facebook + Instagram)"},"survival":{"median_age_days_live_ad":27,"longest_running_ad_days":1076,"pct_live_ads_past_30_days":44,"pct_live_ads_past_90_days":9,"ads_killed_inside_10_days_last_7d":12},"angles":[{"angle":"Founder Story","median_run_days":75,"share_of_live_pct":1},{"angle":"Humor","median_run_days":69,"share_of_live_pct":1},{"angle":"Comparison","median_run_days":65,"share_of_live_pct":2},{"angle":"UGC","median_run_days":62,"share_of_live_pct":7},{"angle":"Demo","median_run_days":62,"share_of_live_pct":3},{"angle":"Social Proof","median_run_days":60,"share_of_live_pct":11},{"angle":"Convenience","median_run_days":59,"share_of_live_pct":21},{"angle":"Lifestyle","median_run_days":56,"share_of_live_pct":18}],"caveats":["Sample skews DTC consumer brands — supplements, wellness, beauty and apparel.","Spend and performance are private to advertisers; run duration is a proxy for performance, not a measure of it.","A brand joins the shelf when someone adds it, so months before that date under-count that brand."]}