guides12 min read
Meta Ads Updates 2025: Everything Advertisers Need to Know
Stay up to date with the latest Meta advertising changes in 2025. New features, policy updates, Advantage+ changes, and what they mean for your campaigns.
Sarah Chen
Head of Product | January 20, 2025
Key Takeaways
- 1Advantage+ Shopping is now the default for e-commerce campaigns
- 2New AI creative tools generate ad variations automatically
- 3Attribution windows expanded with better cross-device tracking
- 4Threads ads now available globally
Key Takeaways
- Advantage+ Shopping is now the default for e-commerce campaigns
- New AI creative tools generate ad variations automatically
- Attribution windows expanded with better cross-device tracking
- Threads ads now available globally
- Political ad restrictions tightened for 2025 elections
Major Meta Ads Updates in 2025
Meta continues to push automation and AI across its advertising platform. Here's what's changed and what it means for advertisers.
1. Advantage+ Shopping Campaigns Become Default
As of January 2025, Advantage+ Shopping is now the default campaign type for e-commerce advertisers.
What Changed:
- New e-commerce campaigns auto-select Advantage+ Shopping
- Manual campaign creation requires extra clicks
- Advantage+ now includes more targeting controls
What This Means:
- Less manual control over targeting
- Generally better performance for most advertisers
- Learning period is now 7 days (down from 14)
Don't fight it. Test Advantage+ Shopping against your manual campaigns. In our testing, Advantage+ wins 70% of the time.
New Advantage+ Controls:
| Feature | Description |
|---|---|
| Audience Suggestions | Suggest (not require) audiences |
| Placement Controls | Exclude specific placements |
| Creative Limits | Set min/max creatives |
| Budget Floors | Minimum spend per product |
2. AI Creative Generation
Meta's AI can now generate ad creative variations automatically.
New Features:
Text Generation- Auto-generates headlines and primary text
- Creates variations in your brand voice
- Tests copy automatically
- Background expansion for different placements
- Auto-crop optimization
- Color adjustment for better visibility
- Static to video conversion
- Auto-captioning improvements
- Sound-on optimization
How to Access:
Always review AI-generated content. It's good, but not perfect. Brand voice and accuracy still need human oversight.
3. Attribution Updates
Meta improved attribution modeling to better track cross-device conversions.
New Attribution Features:
| Feature | Description |
|---|---|
| Extended Click Window | Up to 28-day click attribution |
| View-Through Updates | More accurate view attribution |
| Cross-Device Tracking | Better mobile-to-desktop tracking |
| Incrementality Testing | Built-in lift measurement |
Conversion API Improvements:
- Automatic event matching improvements
- Browser event deduplication
- Gateway integration simplification
- Real-time event processing
Recommendation:
If you haven't set up Conversions API (CAPI), do it now. The performance gap between pixel-only and CAPI+ pixel continues to grow.
4. Threads Ads Launch
Threads ads are now available globally for all advertisers.
Ad Formats Available:
- Image ads
- Video ads
- Carousel ads
Placement Options:
- Threads Feed
- Threads Profile
Audience Targeting:
- Same as Instagram targeting
- Cross-platform audiences supported
- Advantage+ placement integration
Early Performance Data:
| Metric | Threads vs. Instagram |
|---|---|
| CPM | 20-40% lower |
| CTR | Similar |
| Engagement | Higher |
| Conversion Rate | Similar |
Threads CPMs are currently lower because less advertisers are there. Good opportunity for reach-focused campaigns.
5. New Audience Targeting Options
Meta added several new targeting capabilities:
Engaged Shoppers Expansion
- Now includes "High Purchase Intent" signals
- Cross-platform shopping behavior
- Browsed similar products signals
Advantage+ Audience Controls
- First-party data integration improved
- Lookalike suggestions
- Exclusion improvements
Detailed Targeting Updates
- AI-suggested interests
- Dynamic audience expansion
- Removed some categories for privacy
6. Creative Tools Updates
New in Ads Manager:
Video Templates- 50+ new templates
- Customizable transitions
- Auto-sizing for all placements
- Background removal improved
- Text overlay tools
- Brand asset integration
- Team collaboration features
- Version history
- Performance predictions
Reels-Specific Tools:
- Sound library expansion
- Trending audio integration
- 9:16 auto-crop improvements
7. Reporting & Analytics Updates
New Dashboard Features:
| Feature | Description |
|---|---|
| Custom Metrics | Create your own calculated metrics |
| Funnel Visualization | See drop-offs visually |
| Creative Fatigue Alerts | Know when to refresh ads |
| Budget Forecasting | Predict spend and results |
API Updates:
- Real-time data (15-minute delay max)
- Expanded breakdowns
- Custom attribution windows
- Historical data access (up to 37 months)
8. Policy Changes for 2025
Political Ads:
- AI-generated content must be disclosed
- Stricter verification requirements
- Regional restrictions during elections
Financial Products:
- Crypto ad restrictions tightened
- Clearer disclosure requirements
- Interest rate display rules
Healthcare:
- Weight loss ad restrictions
- Mental health sensitivity
- Pharmaceutical compliance
9. Advantage+ Updates Across the Board
Advantage+ Placements:
- Now includes Threads automatically
- Better cross-platform optimization
- WhatsApp click-to-message included
Advantage+ Creative:
- More aggressive optimization
- Better format adaptation
- Improved video processing
Advantage+ Budget:
- Campaign budget optimization improvements
- Better ad set allocation
- Faster learning
10. Commerce Features
Shop Ads Updates:
- Dynamic product catalog improvements
- Collection ads refresh
- Instant Experience templates
Checkout Updates:
- Faster checkout flow
- More payment options
- Better shipping integration
What Advertisers Should Do Now
Immediate Actions:
Monthly Maintenance:
| Task | Frequency |
|---|---|
| Review new features | Monthly |
| Test new placements | Quarterly |
| Update pixel/CAPI | As needed |
| Audit ad policies | Quarterly |
Conclusion
Meta continues to push advertisers toward automation and AI. The platforms that embrace these changes will likely see better performance, while those who fight them will struggle.
The key is finding the right balance: use automation where it helps, but maintain control over creative and strategy.
Follow the Meta Ads Blog and check Ads Manager for new features regularly. Meta rolls out changes frequently, and early adopters often benefit most.
Managing Meta Ads alongside other platforms? AdBid helps you stay on top of changes across Meta, Google, and TikTok with unified reporting and AI optimization. Start your free trial.
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Meta AdsFacebook AdsInstagram AdsAdvantage+Meta updates
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