Meta updated click attribution for paid social ads. Click-through attribution now counts only link clicks, while non-link interactions are categorized as engage-through attribution, applying to all formats. The video engaged-view threshold dropped from 10 to 5 seconds, reflecting that many conversions happen quickly. Total reported results should remain stable, but advertisers should check shifts using Ads Manager and review settings if engaged-view was disabled.
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Meta is expanding ads on Threads to all global users next week after initial rollout last spring. Threads has 400M+ monthly users and offers new ad formats, controls, and brand safety features. Ads use Meta’s AI and integrate with existing campaigns, appearing natively in Threads feeds. Account management is simplified, and third-party brand safety verification is available, helping businesses connect with engaged communities.
Meta has introduced tools to improve partnership ads on Facebook and Instagram, including better insights, an expanded Partnership Ads Hub, a new Partnership Ads API, and simpler permissions for creators. These ads reduce costs and boost engagement. AI features like creator testimonials enhance performance. Creator eligibility now includes professional mode profiles, broadening options for advertisers.
Meta improved app promotion with AI targeting focused on advertisers' specific goals like app downloads, in-app purchases, or ROAS. Value optimization campaigns yield 29% higher ROAS than volume-focused ones. Meta also aligns ad attribution with Mobile Measurement Partners by adjusting user targeting windows to match advertisers' definitions, enhancing campaign efficiency and delivering more valuable conversions.
Meta launched AI tools for lead generation during the post-holiday Q5 period. Advantage+ leads campaigns use AI globally to find cost-effective leads. CRM integration with Zapier and Salesforce is simplified, allowing up to 100,000 free lead events. New SMS and email verification reduce spam. Automated Messenger chats and third-party templates enhance lead nurturing, helping advertisers capture quality leads with less competition and better optimization in Q5.
Facebook is ending its Gaming Creator Program in 2026, with dedicated partner support ending on October 31, 2025. Creators can still use monetization tools until the program ends and are encouraged to explore other earning options like Content Monetization and Facebook Subscriptions. The program helped creators build careers and communities through live streaming on Facebook Gaming.
Meta is phasing out its Automated Ads feature, which will be removed from Ads Manager by 2026. Existing automated ads will continue running, but new ones cannot be created. Other ad types remain available. Deleting Automated Ads ends the plan immediately and results will no longer be accessible. To delete, go to your Facebook Page, select Ad Center, then Automated Ads, view the ad, click the three dots, select Delete, and confirm.
Meta is expanding WhatsApp ads by letting click-to-message ads link to WhatsApp Status updates instead of direct chats. This builds on June's WhatsApp Status ads, which show promotions between friends' updates. Advertisers can combine ads from Facebook and Instagram with WhatsApp Status, directing users to business chats. Ads appear in the Updates tab, separate from personal chats, to boost engagement among 100 million U.S. users.
Meta introduced updates to enhance brand engagement on its apps. Reels trending ads, now widely available, increase awareness by 20%. Threads, with 400 million users, offers new ad formats and simpler setup. Value rules for AI ad targeting double high-value conversions. Reels boosts brand lift and lowers costs. Landing page view optimization cuts costs and improves traffic quality.
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