Meta Ads News & Updates for June 2025

Meta Launches AI Tools Enhancing Video Ads and Brand Personalization at Cannes

1 days ago

Meta unveils generative AI tools at Cannes Lions 2025 to boost ad performance and business growth. Features include Advantage+ branding tools for consistent, personalized creatives, advanced video generation turning images into dynamic videos, and Business AI for interactive customer support in ads. New creative stickers and virtual try-on enhance engagement. These innovations aim to improve creative efficiency and customer experiences.

AI marketing workflows made simple

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Markifact is a no-code marketing automation platform that lets users create AI-driven workflows for automating marketing tasks. Users can trigger workflows, connect apps, and track performance through a visual interface. The platform offers pre-built templates, integrates with various marketing tools, and supports team collaboration.

Meta Updates Value Optimization Requirements for Custom Events and Non-Purchase Events

1 days ago

Meta Ads

Meta updated its value optimization requirements to include custom and non-purchase standard events. Advertisers must generate at least 30 attributed optimized click-through or view-through conversion events with five distinct values for purchase events, and 100 for non-purchase events within 14 days. The focus is on passing distinct values for optimization benefits. While this expansion is important, the high thresholds may limit practical application.

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WhatsApp Introduces Ads in Updates Tab

2 days ago

Meta Ads WhatsApp

WhatsApp is adding ads and new features to its Updates tab, used by 1.5 billion daily users, without affecting personal chats. Users can subscribe to channels for exclusive content, and admins can promote channels. Ads will appear in Status to help users discover businesses. Personal messages remain end-to-end encrypted, and ad targeting uses limited data like location and followed channels. Phone numbers won't be shared with advertisers.

Facebook For Developers Launches App Review Improvements This Month

2 days ago

Meta Ads

Starting this month, improvements will simplify the App Review and Data Access Renewal processes. Developers can now satisfy compliance obligations immediately when requesting access to permissions, allowing them to have a data license for the next year. The process is streamlined as information is saved for future requests or annual compliance. These changes aim to save developers time and enhance their experience on the platform.

Meta Marketing API updates Advantage+ audience behaviors

4 days ago

Meta Ads

On May 29th, changes to Advantage+ audience behaviors were announced. From API version V23.0, the advantage_audience parameter in targeting_automation will default to 1 or require explicit setting to 1 or 0 when creating new ad sets. This change does not affect updates of existing ad sets. Default settings will trigger automatic opt-in for certain setups, while non-default settings will result in an error. Partners should test Advantage+ audience to improve performance.

Meta Tests Value Optimization to Enhance Profit Margins

6 days ago

Meta Ads

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

9 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

10 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

14 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.

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