Duplicated with last year's dates

Every February, on the platform side, the same object turns up in a great many accounts.

A campaign with a year in its name, and the year is not this one. Sometimes it is two years back, because it was duplicated from the one before that. Underneath it, a start date that was correct once, a Saturday in March, or the first of a month, whichever day the month happened to begin the last time somebody typed it in.

Inside, a schedule rule. On at six in the evening, off at three in the morning, which is a fair reading of the nights of a Ramadan that has since moved.

The tell is not the date. It is the name. A campaign carrying an old year has not been rebuilt, and a campaign that has not been rebuilt is still holding every assumption of the year it was built in. The sunset hour it was set to. The audience the account had then. The offer. The creative sizes. A country list from a business that was in fewer markets.

Duplicating is the right instinct almost everywhere else. It keeps what was learned and it saves the fortnight nobody has. What goes unnoticed is that it keeps the calendar too, and the calendar here moves about eleven days a year. Two duplications back and the schedule is pointing at nights that will not exist.

With the month expected around the eighteenth, depending on the sighting, the account looks ready. The campaign is live. The settings are filled in. The structure is the one that worked.

It is wrong by eleven days before anybody has touched a setting, and there is nothing on the screen that says so.