Meta has just announced several new tools and features that will be introduced in Ads Manager during 2024 and 2025. From better analytics integration to the ability to optimize for incremental conversions, there is a lot to look forward to. This post gives you an overview of the upcoming implementations and their function.
One of the biggest news is the introduction of new options to integrate analytics tools directly into Ads Manager. These tools will give advertisers a deeper insight into conversion data, making it possible to identify and optimize the conversions that matter most to the business. Meta has already tested this new integration and the results showed a 22% improvement in Meta-attributed conversions. This means that advertisers now have a better opportunity to target their advertising strategy, but it is also important to be aware that this improved precision may result in an increase in your CPM (Cost Per Mille).
One of the most exciting updates in 2025 is the introduction of Incremental Attribution, which is a new setting that focuses on delivering incremental results for your business. Incremental Attribution allows Ads Manager to optimize for conversions that would likely not have occurred without the user being exposed to the ad. This feature reports and optimizes for these incremental conversions.
When Incremental Attribution was tested, advertisers saw an average improvement of 20% in incremental conversions. By using data specifically aimed at incremental conversions, the model can be adapted to the individual company and thus increase the effectiveness of the advertising.
However, it is important to be aware that the introduction of Incremental Attribution will likely lead to an increase in both CPA (Cost Per Action) and CPM, but at the same time it will allow for improved ROI through more accurate conversions and price optimizations.
A third important update is the introduction of Conversion Value Rules, which allow businesses to prioritize their most valuable audiences. The feature is designed to be user-friendly and does not require complex setups, making it accessible to businesses of all sizes. Conversion Value Rules will help you maximize the value of your ads by focusing on the audiences most important to the long-term success of your business.
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