Meta Ads News & Updates for September 2025

Landing Page Views Optimization No Longer Requires a Pixel

2 days ago

Landing Page Views optimization no longer requires a pixel, allowing advertisers to maximize views without installation. Meta may use statistical modeling to estimate views based on user behavior, such as time spent before returning to the app. This change benefits advertisers unable to use pixels, but it does not significantly alter existing traffic quality issues that persist whether optimizing for link clicks or landing page views.

Automatic Translation for Videos on Facebook and Instagram Introduced with Lip Syncing

4 days ago

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Automatic Translation for videos on Facebook and Instagram has been introduced, featuring lip syncing. Users can select options for closed captions and translations when uploading a Reel in Business Suite, including translating voice with Meta AI. After publishing, users can review the translation. The feature currently supports English to Spanish and vice versa, with plans for broader availability. This innovation aims to enhance global accessibility for videos.

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Meta Launches New REST API Framework for Developers Insights

8 days ago

Meta Ads

Meta has launched a new REST API framework to simplify integration with its APIs, addressing developer feedback on the Graph API. This framework follows industry standards, enhancing clarity and ease of use. It is contract-driven for schema stability and will support Meta's expanding ecosystem. By 2026, REST will be the default for new APIs. Existing Graph API integrations will remain functional, and developers can expect ongoing updates and resources.

Meta Rolls Out New Instagram Follows Metric for Ad Account Reporting

10 days ago

Meta Ads

The new 'Instagram follows' metric is rolling out to more Meta ad accounts, allowing customization of Meta ads reports to include it. It shows the number of Instagram follows attributed to ads at campaign, ad set, and ad levels. While you can't optimize for followers yet, you can track which ads convert users into followers. This metric reveals audience interest and helps analyze conversion from profile visits to follows.

Meta Marketing API Updates Dynamic Media Default Opt-in Settings

10 days ago

Meta Ads

Starting September 1st, 2025, the Dynamic Media field for Advantage+ Catalog ads will default to OPT_IN, aligning with Ads Manager's settings. This change affects Single Image, Carousel, and Collection formats, enhancing ad performance through better use of Catalog Product Video assets. Developers must update their API integrations before the launch date to opt out. The rollout will start on September 1st, 2025, with full enforcement by October 20th, 2025.

New Advantage+ Creative Test Feature Rewords Identified Phrases in Overlays

12 days ago

Meta Ads

A new Advantage+ Creative test feature enables rewording of identified phrases in ad text overlays. Accessible through advertising settings, users can activate it by checking the box for new creative enhancements. This feature aims to enhance ad text alignment with creative elements. However, it raises trust issues and may yield few impressions. Users report problems with the preview feature, which shows outdated ads and lacks useful previews.

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Meta Introduces Upfront Charging for Ad Billing Settings on Ads

15 days ago

Meta Ads

Meta now charges ad costs upfront based on the total budget set at purchase confirmation, not exceeding that budget. Budgets control overall spending, while actual spend may vary. Meta uses automatic billing or available funds methods, with charges based on impressions. Users can manage payment methods, view charges in Ads Manager, and get support via Business Support Home. Spending limits and thresholds may apply.

Meta adds toggle and manage button to simplify site link editing for ads

16 days ago

Meta Ads

Meta improved managing site links for Meta ads, making it easier to add, edit, or delete links. Previously, editing required removing and re-adding links, which was cumbersome. Now, there is a toggle to disable site links and a 'Manage site links' button for quick edits, including thumbnails, titles, and URLs. The user suggests adding the ability to save and select sets of site links from a dropdown for future ads.

Meta Expands Value Rules to All Campaign Objectives for More Advertisers

17 days ago

Meta Ads

Meta has expanded value rules to all campaign objectives, previously limited to Sales and App Promotion. These rules allow advertisers to adjust bids based on age, gender, mobile OS, location, and placement. While they offer targeting control, there are concerns about overuse. Value rules can help optimize actions beyond purchases, especially with low-quality leads. They should be used selectively to address specific issues rather than applied universally.

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