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Meta has announced a major expansion of its advertising tools to help businesses drive better campaign outcomes.
| Photo Credit:
REUTERS/Yves Herman
Mumbai, June 4Meta announced the expansion of its advertising suite of products on Wednesday to help businesses achieve better overall advertising performance. Features such as Value Optimisation, Incremental Attribution and Value Rules will allow advertisers to share information about the types of outcomes they value and how they are measuring success.
Value Optimisation allows advertisers to optimise key performance indicators (KPIs), delivering an average of 12 per cent higher return on ad spend (RoAS) compared to when advertisers only focused on maximising the volume of conversions.
In case of RoAS based on profit margin, Meta istesting the ability for advertisers to send information through our Conversions API that highlights the profit driven from a sale. This will be used to focus on driving RoAS where the return is based on profit, instead of the size of a purchase.
Some advertiserslook at RoAS based on value associated with a custom event or a non-purchase standard event, like first purchase, subscription, etc. Considering this, Meta is offering a global feature to use the “maximise value of conversions” performance goal across any event.
Beauty brand Laura Geller increased RoAS by 46 per cent when they used Value Optimisation with a custom event of ‘first-time purchaser.’ It instructed Meta’s ads system to prioritise acquiring new customers to generate high RoAS, rather than solely focusing on new customer acquisition.
Measuring campaign success across channels
Meta globally rolled out Incremental Attribution that optimises for and reports on incremental conversions in real time.Advertisers who tested this feature saw an average 46 per cent increase in incremental conversions compared to their business-as-usual campaigns. Even if an advertiser has never run a Lift test themselves, they can simply toggle the setting on in Ads Manager, and we’ll automatically optimise their campaign to drive more incremental conversions.
Another product allows advertisers to know more granular click-level attribution information with Meta. For example, whether an individual click ultimately credited with a conversion, via Analytics integrations with partners like Adobe Advertising, Northbeam, Rockerbox and Triple Whale. Doing so enables advertisers to test ‘Custom Attribution feature’ over the next year, where advertisers can incorporate insights from external measurement sources into optimisation and drive more outcomes as measured in their analytics tools.
Bringing Value Rules to more advertisers
Meta also expanded the availability ofValue Rules that gives advertisers the option to set up rules in Ads Manager that assign higher value to certain types of customers, focusing AI-powered ads system towards higher RoAS outcomes.
“An advertiser who knows that a certain age group is typically more likely to be a repeat purchaser could create a rule that would have them bid more for these customers, since they know that they likely will have higher lifetime value and ultimately help their bottom line. In this situation, advertisers are directly communicating additional business information with Meta to specify how different dimensions drive value for their business,” said Meta.
According to Ben Schreiber, CMO of Latico Leathers, Value Rules zoned in on the 45-54 female demographic, increasing bids to this demographic by 75 per cent.
“This allowed us to put more focus on an audience that we know typically has higher purchase value, while also maintaining broad targeting that would unlock additional sales and help us discover new potential audiences,” said Schreiber.
Published on June 4, 2025
This article first appeared on The Hindu Business Line
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