Bram is dedicated to helping businesses accelerate growth through digital innovation. With a deep curiosity and passion for technology, he leverages his expertise to drive success in the digital landscape. His commitment to continuous learning and adapting to new trends ensures that he stays at the forefront of the industry, providing valuable insights and strategies to his clients.
Meta Ads' new 'Conversion count' breakdown shows 'First conversion' and 'All other conversions' within one attribution setting, useful for campaigns with multiple user conversions. It creates two rows at campaign, ad set, and ad levels, clarifying conversion data without comparing attribution windows. This helps analyze if Meta prioritizes new converters when optimizing for 'First conversions'. The feature is in Ads Manager's 'Breakdown' menu.
Meta Ads now may show promotions directly on ads before users tap them, sometimes changing the CTA to 'See offer'. You can add promotions manually or auto-source promo codes, though auto-sourcing is not recommended for many promotions. To add, go to the ad level in the campaign and find the 'Creative setup' section. Always check for auto-selected promotions to avoid irrelevant offers.
Meta's 'Leads' campaigns with 'Instant forms' now allow users to message you on WhatsApp immediately after submitting their info. This feature helps connect with prospects and build trust via a CTA button for WhatsApp chat. To use it, add and connect a WhatsApp business account to your page, then select the account and customize the CTA text, defaulting to 'Chat on WhatsApp'.
Meta has expanded 'Value rules' to include 'Conversion location,' allowing custom value rules for conversions on websites, apps, or Instant forms. Increasing bids for a location like Instant forms can boost conversions there but may raise overall costs. Users should review data carefully before applying these rules. Value rules guide algorithms toward valuable outcomes without excluding options.
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Meta introduced a new 'Budget optimization' view that shows how budget changes could affect key metrics. It adds 'Actual' and 'Estimated' columns in ads reporting, displaying estimated cost per result and results over 7 days. It also provides a recommended budget. This helps when scaling campaigns by offering insights on budget impact.
Meta added 'Device platform' to 'Value rules', letting advertisers adjust bids based on mobile vs. desktop users. Value rules help prioritize audiences or conditions that matter more to a business without excluding others. For example, if desktop users have higher lifetime value, advertisers can increase bids for them. This helps guide ad delivery toward more valuable segments using data-driven decisions.
Meta is replacing the 'Post engagement' type with 'Interactions', which now optimizes only for likes, comments, shares, and saves, unlike the old type that included video plays, photo views, link clicks, and more. This change means fewer reported results at higher costs but helps balance ad delivery across formats, reducing bias toward video ads and fragmentation.
Meta added an option in Ads Manager to create a new campaign by duplicating a high-performing one. When creating a campaign, you can start from scratch or choose from up to 3 suggested campaigns based on comparisons with similar businesses. Meta also offers to enable Advantage+ recommendations, which you can customize by deselecting specific options.
Meta is expanding Reels Trending Ads to more advertisers. Automatic catalog access notifications will grant full catalog access to more business members, adjustable in Business Manager. Meta offers free 1-click CAPI Gateway demos to show campaign impact, available via Partner center in Business Suite. Threads Ads will support more formats, including carousel, 4:5 ratio, Advantage+ catalog, and App ads testing.
