Meta Ads News & Updates for June 2025

Meta Tests Value Optimization to Enhance Profit Margins

13 hours ago

Meta is testing a new value optimization feature to enhance profit margins. Traditionally, value optimization focuses on Return On Ad Spend (ROAS), which may not reflect actual profit due to business costs. Advertisers can send profit data via the Conversions API, enabling Meta to optimize for ROAS based on profit rather than sales volume. This testing phase could offer a useful tool for advertisers aiming to improve their bottom line.

Meta makes Opportunity Score optimization metric available to all advertisers

3 days ago

Meta Ads

Meta's Opportunity Score in Ads Manager rates ad optimization from 0-100 based on applied recommendations and error fixes. Scores show how well campaigns follow best practices but don't guarantee performance. Higher scores mean fewer issues; lower scores show more optimization chances. Scores update with changes but may lag. Dismissing recommendations lowers scores. The score guides optimization but actual results depend on many factors.

Meta Ads rolls out ROAS goal optimization for any custom event beyond purchases

4 days ago

Meta Ads

Meta Ads now allows ROAS goal optimization for any custom event, not just 'Purchase' events. Previously, value maximization required selecting a 'Purchase Conversion Event.' With this update, advertisers can optimize ROAS using custom or non-purchase events like 'first purchase,' 'subscription,' 'view content,' or 'add to wishlist.' To use this, add a value parameter to the custom event for accurate ROAS calculation.

Meta launches Advantage+ feature to tailor ad copy variations to personas

8 days ago

Meta Ads

Meta's new 'Tailor variations to personas' feature in Advantage+ creative text generation uses AI to identify personas from your account and ads, generating primary text and headline variations for each. You can replace AI-generated text with your own. Personas don't affect targeting but tailor copy for better engagement. Available for English, Portuguese, and Spanish primary text.

Marketing Workflow Templates

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Meta launches new tools to optimize ad campaigns for business value and higher ROAS

8 days ago

Meta Ads

Meta introduced tools to help advertisers optimize for business value, not just conversions. Updates to Value Optimization, Incremental Attribution, and Value Rules let marketers focus on KPIs like profit margin, custom events, and incremental conversions. These tools improve return on ad spend by targeting valuable outcomes and letting advertisers share how they measure success, enhancing ad performance and business strategy.

Meta Removes Product Categories from Advantage+ Catalog Ads by July 2025

9 days ago

Meta Ads

Meta will remove the product categories feature from Advantage+ catalog ads by July 2025. Advertisers will no longer organize products by categories, brands, or themes within ads. Ads will automatically switch to carousel format, changing how products are displayed. This ends the granular control advertisers had over product segmentation. No replacement features have been announced, signaling a shift to simpler catalog ad formats.

Meta Updates Marketing API with New Advantage+ Campaign Structure

9 days ago

Meta Ads

Meta updated its Marketing API to simplify Advantage+ campaign setup for sales and app campaigns, initially for select advertisers with wider rollout planned. The update unifies Advantage+ and manual campaigns into one API experience. A new API flag, "advantage_state," shows when campaigns are Advantage+ ON, meaning they use automated budget, AI audience targeting, and optimized placements for better results.

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Meta to Launch Fully Automated AI Ad Campaigns by 2026

10 days ago

Meta Ads

Meta plans to fully automate ad creation using AI by 2026, allowing brands to create ads from scratch with AI-generated imagery, video, and text. The system will target users and suggest budgets, personalizing ads based on factors like location. This aims to help small businesses with limited budgets. Some big brands worry about losing control and quality. Meta is also exploring integrating third-party AI tools for ad creation.

Meta updates site links to appear as carousel ads on Facebook and Instagram

14 days ago

Meta Ads

Meta now supports site links as carousel ads on Facebook and Instagram for single image or video ads. When you add site links, each link can become a carousel card, increasing exposure and click opportunities. The main ad image or video appears as the first card, followed by site link thumbnails. Site links can link to domains you don't own, allowing diverse destinations like Amazon or YouTube.

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