A lot is changing for meta-advertisers in 2024, but what can we expect in 2025? This is what I’m looking forward to and an item at the top of my wish list…
1. Incremental conversion attribution
Announced last year, it is now being tested.
This is a major initiative that will help advertisers get better incremental value from their ads.
2. Many restrictions
We know that the health and wellness industry is about to face data set limitations, and I’m hearing that financial services will face similar limitations.
Meta did a terrible job of communicating these changes, so for now it remains a terrible mystery. But we should expect this to become the norm for sensitive topics and data.
3. More artificial intelligence
Meta has released a series of AI-related advertising updates in 2024, so this isn’t a particularly bold prediction. Some expected changes are easy to predict. Meta may update ad creation to provide more help from artificial intelligence, especially with images and videos.
4. Less goal control
This is just a continuation of an obvious trend. I wouldn’t be surprised if Meta takes additional steps to limit targeting input. At some point, we may see the original audience disappear (although we may not be ready for it this year).
5. Improve top-of-funnel optimization
This is at the top of my bucket list. Unfortunately, there are no clues or signs that this is about to happen, but it needs to happen.
Meta, it’s time to fix top-of-funnel optimization. Add options to optimize quality traffic, video views, and engagement. Otherwise, top-of-funnel optimization is effectively worthless.
Are there any requirements at the top of your wish list?
