Meta, the parent company of Facebook and Instagram, has announced Incrementality Optimization for sales campaigns, aimed at boosting advertiser performance. This model focuses on driving true incremental sales using data from holdout tests conducted over the past decade. Initial tests show a 24% reduction in Cost Per Acquisition. This approach offers a competitive edge by providing transparency and accurate optimization, improving ROI.
The new Advantage+ Shopping Campaign (ASC) update, rolling out this week, expands optimization capabilities. Previously limited to purchases, ASC can now optimize for a wider range of conversion events. These include upper funnel events like View Content, and mid funnel events such as Add to Cart and Add to Wishlist. The update also covers Initiated Checkout, Add Payment Info, Complete Registration, Start Trial, Subscribe, Search, and Custom Events.
Facebook Ads: New Advantage+ Shopping Campaign update is rolling out this week, enabling users to define their engaged and existing customers using custom audiences in their ad account settings. This will facilitate reporting breakdowns for new, engaged, and existing customers through the "audience segments" breakdown.
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