Meta has announced a large extension of its advertising tools to help companies achieve better campaign results. | Photo loan: Reuters/Yves Herman
Mumbai, 4th Junimeta, announced the expansion of his advertising product suite on Wednesday to help companies achieve better overall advertising performance. Functions such as optimization of value, incremental attribution and rules enable advertisers to share information about the types of results that they rate and how they measure success.
The value optimization enables advertisers to optimize important performance indicators (KPIS) and to deliver an average of 12 percent higher advertising expenses (ROAS) than the advertisers only focused on maximizing the conversion volume.
In the case of Roas based on the profit margin is metaTest the ability for advertisers to send information about our Conversions -API that highlights the profit controlled by a sale. This is used to concentrate on the driving of Roas, in which the return is based on profit, instead of the size of a purchase.
Some advertisersTake a look at Roas based on a value that is associated with a custom event or a non-purchase standard event, such as the first purchase, subscription, etc. Against this background, Meta offers a global function to use the performance target “value of the conversions” across every event.
The beauty brand Laura Geller increased the Roas by 46 percent when it used value optimization with an individual event of an “first buyer”. Meta’s ADS system has instructed to prioritize the adoption of new customers for the generation of Hohen Roas instead of concentrating exclusively on the acquisition of new customers.
Measurement of the campaign success across channels
Meta has introduced incremental attribution worldwide, which optimizes and reports for incremental conversions in real time.Advertisers who tested this function recorded an average of 46 percent of incremental conversions compared to their business campaigns. Even if an advertiser has never carried out a lift test himself, he can simply switch the setting in the ADS manager and we will automatically optimize your campaign to drive more incremental conversions forward.
Another product enables advertisers to know more detailed attribution information at click level assignment with META. For example, whether a single click ultimately attributed a conversion via analytics integrations with partners such as Adobe Advertising, Northbeam, RockerBox and Triple Whale. In this way, advertisers can test ‘Custom attribution feature’ next year, whereby advertisers from external measurement sources can include in optimization and can achieve further results in their analysis tools.
Bring added rules to more advertisers
Meta also expanded the availability ofRailway rules that give the advertisers the option to set up rules in the ADS manager, assign certain customer types to a higher value and concentrate the AI-driven ADS system on higher ROAS results.
“An advertiser who knows that a certain age group is usually a repetition buyer could create a rule in which they would offer more for these customers, since they know that they probably have a higher value for their lifespan and ultimately help to help their conclusion.
According to Ben Schreiber, CMO of Latico leather, the added value on the 45-54 female population group rules and increased the offers for this demography by 75 percent.
“This made it possible for us to concentrate more on an audience that we know that it usually has a higher purchase value, and at the same time maintain a wide target that would unlock additional sales shots and help us to discover a new potential audience,” said Schreiber.
Published on June 4, 2025