Meta is rolling out Cross-channel Conversion optimization for Meta Ads campaigns with the Sales objective, introducing a new way for advertisers to manage ad destinations more efficiently.
The new optimization allows advertisers to dynamically or manually choose where to direct users after they click an ad, whether from a computer, mobile browser, or in-app. Within the same campaign and ad, destinations can now include a website, an app, or both—eliminating the previous need for separate campaigns.
Two Destination Options Available
Advantage Destination
With the Advantage destination setting, Meta automatically directs users to either a website or app based on their conversion likelihood. The system may also guide users without the app installed to the app store, optimizing the conversion path automatically.
Manual Destination
The Manual destination setting provides advertisers direct control over user journeys. Advertisers can select a Primary destination of either Website or App. When choosing App as the primary destination, they can set a Secondary destination as either Website or App Store.
Conversion Tracking
Meta tracks all conversions as optimized events, regardless of whether they occur on the website or within the app. The system consolidates conversion data from both channels into a unified campaign view.
Meta recommends that advertisers test different destination options and evaluate their effectiveness through two key metrics: cost per action and conversion volume. This testing approach helps identify the optimal destination settings for campaign performance.
