Meta advertisers saw a ton of changes in 2024, but what can we expect in 2025? Here’s what I’m expecting, along with an item that’s at the top of my wishlist…
1. Incremental Conversion Attribution
Announced last year, this is in testing now.
It’s a big one that could help advertisers drive better incremental value from their advertising.
2. LOTS of Restrictions
We know that data set restrictions are coming for the Health and Wellness industry, and I’ve heard whispers of similar restrictions coming for Financial Services.
Meta has done a bad job of communicating these changes, so it remains a scary mystery for now. But we should expect this to become the norm for sensitive topics and data.
3. More AI
Meta released a bunch of AI-related updates for ads in 2024, so this isn’t a particularly bold prediction. Some expected changes are easy predictions. Meta will likely update ad creation to provide more help from AI, especially with images and videos.
4. Less Targeting Control
This is simply the continuation of an obvious trend. I wouldn’t be surprised if Meta takes additional steps toward limiting targeting inputs. At some point, we’ll likely see the elimination of original audiences (though we’re probably not ready for that this year).
5. Improve Top of Funnel Optimization
This is an item that is at the top of my wish list. Unfortunately, there are no clues or signs that this is on the horizon, but it needs to happen.
Meta, it’s time to fix top of the funnel optimization. Add the option to optimize for QUALITY traffic, video views, and engagement. Otherwise, top of the funnel optimization is virtually worthless.
Any requests at the top of your wish list?
