Meta, the parent company of Facebook and Instagram, is set to change its ad campaign measurement and attribution system in the latter half of this year. These updates aim to improve the connection between Meta ads and conversions while enhancing campaign optimization. Here’s what you should know:

1. Conversion value rules: Meta is expanding its test of “Conversion Value Rules,” allowing advertisers to assign different values to specific audiences or conversions. This feature will enable better campaign optimization without the need for separate campaigns for different customer segments.

2. Incremental conversion optimization: A new opt-in attribution setting will focus on optimizing for incremental conversions rather than overall volume. Early tests show an average improvement of over 20% in incremental conversions, helping advertisers better understand the direct impact of their Meta ads.

3. CRM integration: Meta plans to integrate data directly from advertisers’ CRM systems, providing its ad system with more insights for improved targeting.

These updates are part of Meta’s ongoing efforts to develop AI-enabled automation solutions that cater to businesses of all sizes. By allowing for more customization and better reflecting how ads benefit businesses, Meta aims to deliver more value to advertisers while improving overall ad performance.