Meta announced several updates to help advertisers improve performance and margins. Key AI investments include Andromeda, which analyzes ads to find the right message for the right person. Omnichannel ads, now expanding globally, guide users to nearby stores with product availability and discounts; early adopters saw 15% lower CPA and 12% higher ROAS.
American Eagle achieved 48% higher omnichannel ROAS targeting 18-24 year olds. Shops ads gain a simplified checkout leading to the advertiser's website, tested first in Australia and Taiwan. A new optimization for Advantage+ catalog ads allows serving additional products from the catalog, increasing ROAS by 14% on average (Boden saw 23% higher ROAS, Dexter 25% lower cost per purchase).
Incremental Attribution is now available. Generative AI features include virtual try-on on models and personalized text generation for ads. New formats include ads in Facebook notifications to drive discovery and reconsideration, and the ability to request emails before sharing promo codes.
Site links expand to Instagram, reducing CPA by 4.5% and increasing CTR by 3% (Nissan saw 39% more landing page views). These updates provide actionable ways to capture demand and improve efficiency throughout the funnel.
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Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
TikTokIntroducing TikTok Automotive Ads
TikTok Automotive Ads is a catalog-based solution for vehicle promotions, offering Inventory Ads (for dealers) and Model Ads (for OEMs). Powered by Smart+, it uses data signals and creative formats like Video+Product Cards and Multi-link Carousel to match users with vehicles. Early tests show 41% lower CPA for Inventory Ads and over 40% CPA improvement for Model Ads. The solution simplifies campaign setup and leverages TikTok's large in-market audience, making it a key tool for driving measurable results in automotive advertising.
MetaMeta Advantage+ explained in two minutes
Meta Advantage+ suite uses AI to automate ads, reducing cost per result by 5% with opportunity score recommendations. End-to-end tools like Advantage+ sales, app, and leads campaigns lower CPA by up to 10%. Single-step solutions include Advantage+ audience (7% lower CPA), placements, campaign budget (4.6% CPA decrease), creative (11% higher CTR), and destination (29% incremental ROAS with Shop ads). For every dollar spent, advertisers generate $4.52 in revenue, a 22% increase over standard campaigns.
AppsFlyer2025 App Marketer Survey
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MetaIAB NewFronts 2025: Meta Presents New Solutions for Creators and Brands
Meta is testing Reels trending ads, allowing brands to run ads after popular creator Reels with brand safety controls. New tools like Trends in Creator Marketplace and a Discovery API help businesses find real-time cultural insights and scale creator partnerships. Ad formats expand with partnership ads featuring one header partner, Facebook Live Partnership ads, and Threads video ads. Video Expansion on Facebook Reels uses AI to optimize video aspect ratios for better performance.
TikTokIntroducing TikTok Messaging Ads: Where conversations fuel conversions
Messaging Ads on TikTok enable real-time conversations between businesses and customers via Direct Message or third-party apps like WhatsApp and Messenger. Benefits include shorter conversion paths, immediate lead qualification, and enhanced customer experience. Best practices include using Smart+ automation, replying within three minutes, and aligning creative with CTAs. Key results show up to 67% lower cost per conversation and conversion rates up to 22.5%. Available in select markets, these ads help drive measurable business outcomes.
MetaGet More From Your Conversions, Introducing New Tools to Optimize for What Your Business Values Most
Meta expands ad products to let advertisers optimize for specific business KPIs beyond conversion volume. Value Optimization delivers 12% higher ROAS on average. New features include profit-based ROAS, custom event values, and incremental attribution, which boosts incremental conversions by 46%. Value Rules enable bid adjustments for high-LTV segments. Advertisers should define their true KPI (e.g., profit, LTV) and leverage these tools to steer Meta's AI toward higher-value outcomes.
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