A whole lot changed in 2024 for Meta advertisers.
Here’s a recap…
Advantage+ Shopping Campaign Updates
There were several changes to Advantage+ Shopping campaigns:
1. The addition of conversion events other than a purchase.
2. The eligibility of Special Ad Categories.
3. The addition of the Engaged Customer (which became Engaged Audience) audience segment.
Manual Sales Campaign Updates
There were also several changes to manual Sales campaigns which originated with Advantage+ Shopping…
4. Account-wide Audience Controls allow control over four specific things, including age and location.
5. Addition of Audience Segments. This was a huge update to provide more transparency for advertising beyond Advantage+ Shopping.
6. Ability to schedule individual ads without needing to create separate ad sets for them.
AI Updates
Meta came out with several AI-generated creative updates…
7. Backgrounds.
8. Expanded images and videos.
9. Image animation.
10. Inspired variations.
And then…
11. AI-generated text suggestions.
Other Updates
12. The Learning phase was changed to 10 optimized events, but then it went back to 50 again. Maybe just a test?
13. Opportunity Score came and went — and apparently is back again for some advertisers.
14. Scale high-performing ad sets without re-entering the learning phase.
15. Advantage Detailed Targeting is now on by default for Link Clicks and Landing Page Views performance goals.
16. Dynamic Creative was replaced by Flexible Ad Format for some objectives.
17. Meta added the ability to feature Ad Sources, including Site Links and Offers.
18. First Conversion reporting helped cut out the fluff.
19. Quick Views for saving searches and filters in Ads Manager.
20. Detailed Targeting exclusions went away.
21. Automated rules templates go away, but then they resurfaced in Automatic Adjustments.
22. Unique conversion metrics were deprecated.
23. The ability to redeem promo codes was added to lead forms.
24. Location expansion was added to help reach potential travelers.
25. Financial Products and Services replaced the Credit special ad category.
26. Frequency Controls were added to manual campaigns using the Awareness and Engagement objectives.
27. A Facebook conversion location was added for Traffic campaigns.
What’s Next?
That’s a lot. So what’s in store for 2025?
