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Is it not possible the ads are being shown to more people than usual due to greater usage of Facebook properties immediately following it coming back online?

I can’t find anything that indicates individuals are seeing more ads than usual as a result of the outage, besides the anecdote of the one agency in the article (but maybe the lower conversion rates can be explained by some other factors)

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It's not agency per-se; it's one agency managing multiple clients and seeing the same pattern across all of them.

Yes, but I wonder if this anonymous agency has clients all in the same geographic area or industry. The sample size is too small to draw definitive conclusions, because there might be confounding factors, or maybe the agency even made a mistake somewhere.

Of course, the type of data that would be really useful here (detailed ad performance metrics by the hour, across all of Facebook) is the type fb would never willingly publish.

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