For Meta advertisers, a lot has changed in 2024.
Here is a review…
Advantage+ shopping event updates
Several changes are happening to Advantage+ Shopping campaigns:
1. Add conversion events other than purchases.
2. Eligibility for Special Advertising Categories.
3. Add an audience of engaged customers (become an engaged audience).
Manual sales activity updates
Manual sales campaigns from Advantage+ Shopping have also undergone some changes…
4. Account-wide audience controls allow control of four specific things, including age and location.
5. Grow your audience. This is a huge update designed to provide more transparency for ads outside of Advantage+ Shopping.
6. Ability to schedule individual ads without creating separate ad sets for them.
Artificial Intelligence Update
Meta has launched a number of AI-generated creative updates…
7. Background.
8. Expand images and videos.
9. Image animation.
10. Inspired change.
and then…
11. Artificial intelligence generated text suggestions.
Other updates
12. The learning phase was changed to 10 optimization events, but then it went back to 50. Maybe just a test?
13. Opportunity scoring comes and goes—and is apparently back for some advertisers.
14. Expand high-performance ad sets without re-entering the learning phase.
15. Advantage detailed targeting is now enabled by default for the Link Clicks and Landing Page Views performance goals.
16. For some purposes, dynamic creatives are replaced by flexible ad formats.
17. Meta adds the ability to display advertising sources, including website links and offers.
18. First conversion reporting helps eliminate unnecessary hassles.
19. Save a quick view of searches and filters in Ads Manager.
20. Detailed targeting exclusions are gone.
21. Automated rule templates disappear, but then they reappear in autotuning.
22. Unique conversion metrics have been deprecated.
23. The ability to redeem promotional codes has been added to the lead form.
24. Added location extension to help reach potential travelers.
25. Financial products and services replaced the Credit special advertising category.
26. Add frequency control to manual activities using awareness and engagement goals.
27. Added Facebook conversion location to traffic campaigns.
What’s next?
That’s all. So what will happen in 2025?
