Meta Ads is Getting an Update… Here’s What You Need to Know

Those looking to improve their paid media strategy need look no further. Meta Ads has introduced campaign optimisation updates that will enhance the advertiser’s campaign performance. Read on to find out more…

Continuing their progress in AI-enabled automation solutions that allow businesses to grow, Meta is advancing their advertising system to make results more customisable to each business’s objectives and how they measure value. 

Every business is unique, as is what they value most. To acknowledge this, Meta Ads are introducing different ways for companies to optimise campaigns. For example, while some businesses want to maximise total conversions, others will want to prioritise increasing the value of each conversion.

In the purchasing process, customers click on or interact with several ads from a business across a range of platforms and publishers. To understand what’s working and what’s not working, businesses typically look to their external analytics tools to evaluate their cross-publisher performance. With this in consideration, Meta Ads are introducing the ability for businesses to connect their analytics tools directly to their ads system through a simple API setup. Starting with Google Analytics and Northbeam, Meta plans to expand these connection capabilities to Triple Whale and Adobe soon. 

The integration of analytics tools enables businesses to share aggregated campaign information. This will allow Meta to gain a better understanding of what conversions an advertiser values across their marketing mix. Over time, Meta’s AI models will be able to harness this data to fine-tune campaign optimisation.

Meta Ads are beginning to roll out changes to their ads system and drive more value for businesses. Advertisers should expect to see improvements in Meta-attributed conversions within their third-party analytics tools. In a recent test conducted by Meta, advertisers saw a 30% average increase in their Meta-attributed conversions.

Here are a few of the steps Meta Ads has taken to deliver more outcomes that businesses value:

• Creating new optimisation options that enable advertisers to transition from optimising only for conversions to optimising for value.
• Supporting optimising for new definitions of value such as profit or predicted lifetime value. 

They also plan to build more features to enable advertisers to better express their priorities. Meta Ads will begin testing their new feature, Conversion Value Rules. This new feature will be used by businesses to express the audiences or conversions that they value more or less, to help improve their campaign optimisation.