Meta is rolling out new features to boost ad performance. According to the update, the company is improving its advertising system to better align with each business's specific goals and how they measure success.

 “We are evolving our ads system so that the results we drive are more customized to each business' objectives and the way they measure value, in whichever external analytics tools they use,” Meta said in a post.

Meta’s new features and benefits

Conversion Value Rules

Meta’s upcoming ‘Conversion Value Rules’ tool will allow advertisers to specify which conversions or audience segments they value more. 

Businesses can use the feature to indicate which types of audiences or conversions they consider more or less important. In other words, advertisers can understand which customer behaviors or outcomes are most valuable.

Advertisers can adjust bids based on customer lifetime value without creating separate campaigns with this feature. 

Incremental conversions attribution

Later this year, Meta will introduce an opt-in setting to focus on incremental conversions—those conversions that are directly attributed to ads. 

Currently, ad systems aim to get the most total conversions they can attribute to the ads. This means they count all conversions that can be linked to ads. However, this new setting will focus on measuring and optimizing for "incremental conversions." These are the conversions specifically attributed to ads and likely wouldn’t have happened if these ads were not shown. 

Meta claimed that early tests showed a 20% average improvement in incremental conversions.  

The update is “designed to shift ad delivery to specifically focus on driving more of those incremental conversions,” Meta said. In other words, the goal is to optimize ad delivery to increase the number of new actions as a direct result of ads.

Advanced analytics integrations

Meta is also enhancing its analytics capabilities by integrating with external tools like Google Analytics and Northbeam. 

“Starting now and continuing into 2025, we plan to introduce the ability for businesses to connect their analytics tools directly to our ads system through a simple API setup.”

According to Meta, this integration will allow businesses to link their analytics systems directly with Meta’s ad platform to provide a more comprehensive view of cross-platform performance. 

“By integrating their analytics tools, businesses will be able to share aggregated campaign information, such as how many conversions they believe we helped contribute for a given campaign compared to other channels.” 

Meta plans to expand this feature to Triple Whale and Adobe soon.