Enable greater optimisation when you run campaigns on Facebook.

The conversions API is one of the Meta Business Tools, and it creates a direct connection between your marketing data and Meta systems. It helps you optimise ad targeting, decrease cost per action and more accurately measure campaign outcomes—all while respecting people’s privacy choices. You’ll see immediate performance benefits, giving your business a competitive edge in today’s evolving ecosystem, while also preparing for the future.

Changes to Apple’s SKAdNetwork (SKAN) and private click measurement (PCM) have impacted the data that our system uses for advertising and measurement. The data is more partial, modelled, aggregated and/or it is delayed in getting to our system altogether. Learn more about what this means for your business.

We routinely review and refine our targeting options to ensure we are delivering the most value for people and businesses. As we evolve our targeting options, we will be removing some detailed targeting options that are redundant or too granular. We encourage advertisers to leverage other available targeting products to reach their marketing objectives.

A simplified campaign structure helps you find the best opportunities to unlock the power of machine learning. Taking steps like combining ad sets and campaigns lets the system test and choose the right path. Try using flexible campaign constraints to maximise the benefits of machine learning. Or explore liquidity tools to help you get the most efficient results for each aspect of your campaign, including budget, audience, creative and placement.

Creative has become one of the biggest opportunities brands have to really drive performance. Try new strategies like embracing interactivity, broadening your appeal and messaging across the funnel. Employ creative diversification by using a broader variety of assets and formats, and test your strategies to learn when you might consider refreshing your content.

As shopping habits evolve, consumers’ expectations for frictionless experiences remain the same. It’s important to remember—when people discover your brand, they’re on a mobile device and often have no intention of finding you. This serendipitous moment must be optimised for delight.