Summary
Facebook is updating Page likes to exclude memorialized and voluntarily deactivated accounts, making audience data more meaningful for businesses. This change offers two benefits: updated insights on active followers for business results and consistency with post-level filtering. Page admins may see a small dip in likes, but these represent inactive accounts.
Reactivated accounts will be re-added. This ensures consistent, valuable data on Facebook.
You Might Also Like
MetaFree Insights, AI Tools, and a Playbook to Help You Grow
Meta introduces the Holiday Insights Center, offering data-driven strategies for small businesses to maximize holiday sales. Key insights: 85% of shoppers buy in-store after seeing products on social media; 59% message businesses during holidays; AI adoption is rising among shoppers and can streamline operations; 94% of shoppers use creator content for guidance. Advertising ROI is strong: $4 back per $1 spent. Actionable steps include optimizing social profiles, enabling messaging tools, leveraging AI, collaborating with creators, and updating data setups like Meta Pixel and Conversions API. The free Holiday Playbook provides step-by-step guidance.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok is offering new advertisers up to $6,000 in ad credits through a tiered spend incentive ($100/$500/$1500) that includes 1-to-1 expert support at the top tier. However, eligibility is restricted to new SMB self-serve accounts, and credits expire. Alongside the offer, TikTok has rolled out several ad tech innovations—Symphony AI creative suite, Streaming Ads, Agentic Hub, Market Scope, and new MMM data—that provide actionable opportunities for testing and scaling performance. Ad ops teams should review eligibility criteria carefully and consider leveraging these tools to maximize ROI during the promotional window.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok for Business is rapidly expanding its ad tech stack with AI-powered creative tools, new ad formats, and enhanced measurement. Key updates include the Symphony creative suite with Dreamina Seedance 2.5, the Agentic Hub for AI-managed campaigns, Streaming Ads for subscription growth, and GMV Max for TikTok Shop ROI. New analytics via Market Scope and the Attribution Portfolio promise deeper audience insights and full-funnel measurement. Salesforce CRM integration streamlines lead transfer. A limited-time offer provides up to $1500 in ad credits for new advertisers, incentivizing adoption of these advanced solutions.
MolocoInside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
MetaNew Meta AI Features for Small Businesses
Meta AI introduces new features to help small businesses optimize ad campaigns and content. It integrates with Instagram/Facebook analytics, Meta Ads, and Google Workspace to provide insights, audit and benchmark campaigns, and auto-generate reports and decks. Available across web, mobile, desktop, and Mac apps, it includes screen sharing and dictation. Ad ops teams can leverage AI-driven recommendations for organic and paid content, recurring tasks, and competitive benchmarking, streamlining decision-making and growth.
MetaPerformance Spotlight: How Laura Geller Turned Creative Volume and AI Into a Competitive Edge
Will Frank of Laura Geller describes their Meta ad account as an ecosystem where creative, media, offers, and channels interact. Key insights for ad ops leaders: build a constant creative pipeline to feed AI-driven delivery, test with patience as value optimization took three weeks to show conversions, use AI to automate reporting and pressure-test hypotheses, and focus on system architecture rather than manual targeting. Their multi-touch attribution, MMM, and incrementality testing form a 'suite of truth' to validate performance. The marketer's role is shifting to strategy and AI stewardship.
SensorTowerIncome Brackets, Heatmaps, & More: What's New In Audience Insights
Audience Insights now offers income percentiles, heatmap comparisons, and the ability to compare up to five audience segments side-by-side. These features help ad ops decision-makers benchmark income distributions, visualize demographic divergences at a glance, and identify where target audiences concentrate across platforms. By combining income data with age, gender, and persona insights, marketers can make sharper decisions on ad spend, platform selection, and creative targeting. The heatmap visualization simplifies complex data comparison, saving time and revealing strategic opportunities. The new capabilities support both forward and reverse audience analysis, from platform selection to competitor benchmarking, ultimately enabling more precise and effective campaign strategies.
AdjustHow mobile app marketers should approach CTV | Adjust
CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-serve, measurable channels. Marketers can reuse existing UA creative instead of producing TV ads. QR codes drive direct response, but halo effects often matter more. Start with small, additive test budgets and measure assists/incrementality to understand true impact. CTV offers a way to find incremental users and diversify beyond paid social.
More from Meta
Performance Spotlight: How Instant Hydration Built a System for AI to Scale
Instant Hydration scaled Meta spend in under 18 months by letting creative variety, not manual targeting, drive audience...
How Businesses Are Driving Results with Meta's AI-Powered Ads
Meta's AI-powered advertising tools are proving effective across verticals, delivering significant performance gains whi...
Small to Scale: How Sydney Sock Project Scaled a Cause
Sydney Sock Project demonstrates how purpose-driven brands can scale profitably by embedding charitable donations into p...
Game Changers: Why the fastest-growing audience in sports lives across Meta technologies
Women's sports is a $3B opportunity growing 4.5x faster than men's, with a social-first, always-on fanbase on Meta. For ...
New Meta AI Features for Small Businesses
Meta AI introduces new features to help small businesses optimize ad campaigns and content. It integrates with Instagram...
Holiday measurement strategies
Ad ops decision-makers need proof that ad spend drives sales that wouldn't have happened organically. Conversion Lift st...