When advertisers come to Meta, they want us to deliver the results that matter to them. Every business is unique in what they value most, which is why we offer different ways for them to optimize campaigns. For example, some businesses want to maximize total conversions, while others want to increase the value of every conversion. Understanding exactly what a business values allows us to bring a level of customization to each of their ad campaigns, which is integral to making sure our AI models and automation solutions continue to maximize every dollar spent.
So, as part of our ongoing work to build AI-enabled automation solutions that allow any business to grow, we are evolving our ads system so that the results we drive are more customized to each business’ objectives and the way they measure value, in whichever external analytics tools they use. To start, we are rolling out a few new ways for businesses to customize their campaigns by more precisely communicating what they value, while also making improvements to our ads system to deliver more of that value.
Defining the conversions businesses value most
Over the past few years, we have taken steps to try to deliver more of the outcomes businesses value. For example, we’ve created new optimization options that allow advertisers to move from optimizing only for conversions to optimizing for value, and we plan to support optimizing for new definitions of value such as profit or predicted lifetime value. In addition, we also want to build more features that let advertisers express what they value, which is why, in the coming months, we plan to expand our testing of a new feature called Conversion Value Rules. Businesses can use this feature to express which audiences or conversions they value more or less, which we plan to then use to better optimize their campaigns.
For example, an advertiser may determine that certain customer segments have 30% higher lifetime value and are willing to pay more to reach these customers. Previously, they would have to segment these customers into a separate campaign, but with this new feature, they can define a higher bid for just these customers without having to create a separate campaign, enabling greater automation and performance.
Supporting new attribution models
Starting later this half, we plan to introduce a new opt-in attribution setting that optimizes for and reports on incremental conversions, which are conversions that we believe would not have occurred without the ad being shown. This is in contrast to optimizing for volume, which focuses on driving as many total attributed conversions as possible. This setting is designed to shift ad delivery to specifically focus on driving more of those incremental conversions. When we tested this in an experiment earlier this year, advertisers saw an average improvement of more than 20% in incremental conversions.
More powerful analytics integrations
Before making a purchase, people may click or interact with several ads from a business across a multitude of platforms and publishers. In order to understand what’s working and what’s not, businesses may use their external analytics tools to evaluate their cross-publisher performance. We believe that understanding how businesses view what’s working and what’s not across their marketing mix can help us optimize for what businesses value.
Starting now and continuing into 2025, we plan to introduce the ability for businesses to connect their analytics tools directly to our ads system through a simple API setup. We plan to start with Google Analytics and Northbeam, and we hope to expand this to Triple Whale and Adobe soon.
By integrating their analytics tools, businesses will be able to share aggregated campaign information, such as how many conversions they believe we helped contribute for a given campaign compared to other channels. This data will allow us to better understand what conversions an advertiser may value across their marketing mix. Over time, our AI models will be able to use this data to help fine tune campaign optimization, which we believe will lead to improvements in the overall value of conversions we deliver.
Improved optimizations
We’ve already received meaningful aggregated insights from test advertisers who have integrated their analytics tools. Using those insights – and combining it with additional internal learnings – we are beginning to roll out changes to our ads system that take more of the cross-publisher journey into account to help drive more value for businesses. Based on this change, we expect advertisers to see improvements in Meta-attributed conversions within their third-party analytics tools, although CPMs may increase as a result. When we tested this in a recent experiment, advertisers saw a 30% average increase in their Meta-attributed conversions as measured by their third-party analytics tools.2
We are starting to roll out this change for campaigns aimed at optimizing for the volume or value of conversions under the sales objective, and we plan to expand it to other objectives in the near future.
We continue to recommend our measurement best practice of using a variety of measurement tools, including cross-platform analytics, Conversion Lift, and Ads Manager results to consistently gauge and adjust performance.
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At ViVi Innovatives, we understand that no two businesses are the same—and neither are their advertising goals. That’s why we help brands harness the full potential of Meta Ads’ evolving AI-enabled features to drive what they value most, whether it’s higher conversions, greater profit, or long-term customer value.
From implementing Conversion Value Rules to integrating your preferred analytics tools like Google Analytics or Adobe, and optimizing for incremental conversions, our team ensures your campaigns are not only smart—but strategically aligned with your real business goals.
We don’t just run ads. We build performance-focused marketing ecosystems that turn advertising into true growth engines.
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