Questions and fixes
Who pays for the ads? Meta charges your own ad account, on its payment method, in its currency. Your store never charges you for ad spend.
What does "most it can spend" mean? Meta may spend up to 75% more than the daily budget on a busy day, but never more than 7 days' budget in a week. With an end date, it's the most Meta can charge for the whole run; without one, the most in a week, every week until you pause it. Your store works it out and shows it before anything goes live, and asks again if it changes.
Why can't I choose Promote on Instagram? Set your store's Maximum daily budget first (the page asks for it above the tabs until it's set; after that you change it under Settings), and make sure the ad account, Page and Instagram account are chosen.
Why does the Sales goal need a pixel? The Meta pixel tells Meta when someone buys on your store. Switch on the Facebook Pixel module, then choose the pixel under Settings → Change accounts.
My campaign is In review. Is it spending? No. Meta checks every new ad first, usually within a day. It starts spending once approved.
Meta didn't approve my ad. Open the campaign: it shows Meta's reason in plain words. Change the text or picture as it says, end that campaign and promote again.
How do I stop an ad straight away? Choose Pause on the campaign. It stops spending within a few minutes. End campaign stops it for good.
The figures don't match my orders. Results are Meta's figures, updated every few hours, in your ad account's time zone. Meta counts a purchase when someone bought after seeing or tapping the ad. Your own orders from Instagram links are under Instagram Feed → Analytics → Sales from Instagram.
The page asks me to reconnect. Meta stopped accepting your store's sign-in, for example after a password change or when access was removed. Choose Reconnect and sign in again. Live campaigns keep running meanwhile.
What happens if I disconnect? Your live campaigns are paused at Meta first, then removed from this page. They stay in your Meta ad account, paused; manage them in Meta Ads Manager. If Meta couldn't pause one, pause it there.
The wizard kept my half-made campaign. It's saved in this browser only, for this ad account. Choose Start over to clear it. Another browser or computer won't see it.