Meta announced updates to its ad system, focusing on better attribution and optimization.
Key changes:
- New “Conversion Value Rules” for customized audience targeting.
- Opt-in setting to optimize for incremental conversions.
- Optimize for and report on profit and predicted lifetime value.
- Direct CRM integration for enhanced data insights.
Why we care. These tools aim to give advertisers more precise control over campaigns and better insight into ad effectiveness.
By the numbers:
- Advertisers testing the incremental conversion optimization saw an average 20{2a459e50a38d57a6213157bf22a26c03e606252a8c7270d4eaee00012c804122} improvement in results.
- Early tests show a 30{2a459e50a38d57a6213157bf22a26c03e606252a8c7270d4eaee00012c804122} increase in Meta-attributed conversions measured by third-party tools.
Between the lines. These updates reflect Meta’s push to prove ad value amid increased scrutiny of digital ad effectiveness.
What to watch:
- Initial integrations with Google Analytics and Northbeam.
- Planned expansions to Triple Whale and Adobe in the future.
Bottom line. Meta is betting that more granular data and AI-powered optimization will lead to improved ad performance and happier advertisers.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
