Meta is enhancing its advertising features by allowing advertisers to optimize for return on ad spend (ROAS) rather than just reach. By leveraging the Conversions API, advertisers can share detailed profit information, enabling Meta to refine its targeting for higher margin sales. Advertisers can now optimize for non-purchase events such as subscriptions, providing flexibility in measuring success. A new custom attribution feature will integrate external measurement tools, empowering advertisers to use precise data for better outcomes in their campaigns.
We are now offering the ability for advertisers to share more granular click-level attribution information with Meta (e.g., was an individual click ultimately credited with a conversion) via Analytics integrations with partners like Adobe Advertising, Northbeam, Rockerbox and Triple Whale.
An advertiser who knows that a certain age group is typically more likely to be a repeat purchaser could create a rule that would have them bid more for these customers, since they know that they likely will have higher lifetime value and ultimately help their bottom line.
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