• by Colin Kirkland , August 15, 2024

In attempts to further customize advertisers’ ad offerings and deliver higher conversion rates, Meta plans to make significant updates to its AI ad system.

The tech giant has announced that over the next year, advertisers will see new campaign measurement, attribution and integration options.

“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,” Meta writes in a blog post, adding that a range of new tools aim to help businesses more precisely communicate what they value and deliver that value over time.

For starters, Meta is expanding Conversion Value Rules, a new feature that is built to help businesses express which audiences or conversions they value more or less: Without having to segment customers into separate campaigns, “an advertiser may determine that certain customer segments have 30% higher lifetime value and are willing to pay more to reach these customers,” the company explains.

Meta plans to use this data to provide better optimization for businesses' campaigns, while also training its own ad system to better perform in the future.

The company says it is also planning to roll out a new opt-in attribution setting that automatically optimizes for incremental conversions -- conversions Meta doesn’t think would have occurred without the ad being shown, which are designed to help showcase businesses’ advertising value on Meta platforms.

“When we tested this in an experiment earlier this year, advertisers saw an average improvement of more than 20% in incremental conversions,” Meta says.

Advertisers can also expect new analytics integrations.

“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,” the company explains, adding that it plans to start with Google Analytics and Northbeam, with hopes to soon expand the feature to Triple Whale and Adobe.

Meta says that over time, these analytics integrations should help its ad system fine-tune campaign optimization, leading to higher conversion rates.