Meta has announced a set of new updates within Meta Ads aimed at improving how advertisers build campaigns, reach audiences, and evaluate performance. The updates introduce new placements, additional performance metrics, and enhancements to creative optimization and retargeting capabilities.
Dynamic URL parameter
Meta has expanded its dynamic URL parameter system by adding support for Threads placements. When ads appear on Threads, the parameter will show “th” in the site_source_name field and “threads_stream” under placement.
This update allows advertisers and analysts to more easily identify traffic generated specifically from Threads within tracking and analytics tools.
Live Video Ads
Advertisers can now promote live broadcasts using a new Live Video Ads format available directly inside Meta Ads Manager.
To use this feature, the advertiser must first create or schedule a live video on a Facebook Page. After that, they can create a campaign with any objective, select manual campaign setup, enable the Live Video Ad option at the ad level, and choose an active or upcoming live stream.
This makes it easier to amplify live content and reach a larger audience while the broadcast is happening.
New Ad Metrics
Meta has introduced two additional reporting metrics focused on WhatsApp Channels:
• WhatsApp Channel Follows
• Cost per WhatsApp Channel Follow
These metrics help advertisers measure how many users start following a WhatsApp Channel after interacting with an ad, along with the associated acquisition cost.
Catalog Ads Image Optimization
Meta is also improving creative optimization for Catalog Ads. Advertisers are encouraged to enable Image touch-ups within Advantage+ creative settings.
This option automatically adjusts product images to better match common ad formats. For example, product visuals can be cropped to 4:5 for Feed placements and 9:16 for Reels and Stories.
Manual controls for image formatting are still available for advertisers who prefer to adjust visuals themselves.
Expanded Retargeting Audiences
Another update focuses on retargeting capabilities. Meta may now expand Website Custom Audiences by incorporating additional signals from Facebook and Instagram Shops.
By including users who interacted with shops, Meta can potentially broaden retargeting audience pools and help advertisers reach more high-intent users.
