META has announced a significant expansion of advertising tools to help businesses drive better campaign outcomes. | Photo credit: Reuters/Eve Herman
On June 4th, Mumbai announced an expansion of its advertising suite on Wednesday, helping businesses improve their overall advertising performance. Features such as value optimization, incremental attributes, and value rules allow advertisers to share information about the types of valuable outcomes and how they measure success.
Value optimization allows advertisers to optimize key performance indicators (KPIs) and provide an average 12% higher profit margin (ROA) in advertising spending (ROA) compared to when advertisers focus solely on maximizing conversion volumes.
For ROAS based on profit margin, the meta isTests the ability for advertisers to send information through conversion APIs that emphasize profits driven from sales. This is used to focus on driving ROAS, which is based on profits, rather than the size of the purchase.
Some advertisersLook at ROA based on the value associated with custom events and non-purchased standard events, such as custom events, initial purchases, subscriptions, and more. With this in mind, Meta offers global capabilities to use the “maximum transform value” performance goal for any event.
Beauty brand Laura Geller increased Roas by 46% when using value optimization in custom events for “first-time buyers.” We have instructed Meta’s advertising system to generate high ROAS by prioritizing new customer acquisitions rather than focusing solely on new customer acquisitions.
Measure your campaign success across channels
Meta has globally expanded incremental attributes that are optimized and reported for real-time incremental transformations.Advertisers who tested this feature had an average increase of 46% more conversions compared to business campaigns as a business. Even if the advertiser has never performed the lift test himself, you can simply switch the settings in ADS Manager. Automatically optimize your campaigns to facilitate more incremental transformations.
Another product allows advertisers to know more detailed click-level attribute information using Meta. Whether an individual was ultimately credited in conversions, for example, through analytic integrations with partners such as Adobe Advertising, Northbeam, Rockerbox, and Triple Whale. This will allow advertisers to test their “custom attribution features” over the next year. Advertisers can incorporate insights from external measurement sources into their optimization, driving more results measured with analytics tools.
Bring value rules to more advertisers
Meta has also expanded availabilityValue rules that provide advertisers with the option to set rules for ADS managers who assign high value to certain types of customers.
“Advertisers who know that certain age groups are more likely to be repeat buyers know that they are likely to have a higher lifetime value, so they could create rules that will bid more on these customers.
According to Ben Schreiber, CMO for Latico Leathers, the Value rule was zoned with a 45-54 female demographic, which saw a 75% increase in bids for this demographic.
“This allowed us to focus more on audiences that we know are usually more valuable to purchase, and we also managed to unlock additional sales and maintain a wide range of targeting that will help us discover new potential audiences,” Schreiber said.
Released on June 4, 2025
