New Meta Ads Features You Should Be Using in 2025
A roundup of the most impactful new Meta advertising features and how to leverage them for better campaign performance.
Postbright Team
Meta Ads Analytics Experts
New Meta Ads Features Worth Using in 2025
Meta releases dozens of features each year—with 2025 bringing over 80 documented changes. But not all deserve your attention. This guide focuses on the features that actually move the needle for performance advertisers, plus new capabilities worth testing.
Tier 1: Use These Now
Advantage+ Shopping Campaigns (A+SC)
If you're running e-commerce and not using A+SC, you're likely leaving money on the table.
What It Is: An AI-driven campaign type that automates targeting, creative selection, placements, and budget allocation across your product catalog.
Why It Works in 2025:
- Algorithm optimizes across your entire catalog automatically
- Dynamic creative generation based on user behavior signals
- Simplified structure reduces audience fragmentation
- Better learning from consolidated conversion signals
How to Implement:
- Create a new Advantage+ Shopping Campaign
- Set daily budget (minimum $50-100/day recommended for learning)
- Define your target CPA or ROAS goal
- Upload or connect diverse creative assets
- Let it run for 7+ days before making changes
Best Practices:
- Provide creative variety (video + static, different aspects ratios)
- Use existing customer exclusion (30-180 days based on purchase cycle)
- Start with 10-20% of total budget, scale based on performance
- Don't micro-manage—trust the algorithm for 7 days minimum
Advantage+ Creative Suite
Previously called "Dynamic Creative," now with significant AI enhancements.
2025 Capabilities:
- AI-generated text variations for headlines and primary text
- Automatic image enhancement and optimization
- Smart cropping for different placements (Feed, Stories, Reels)
- Background generation and product image enhancement
- Music recommendations for video content
When to Use:
- Always for new campaigns (provides instant testing volume)
- When you have limited creative production resources
- For scaling winning concepts across variations quickly
When to Skip:
- Brand campaigns requiring exact creative control
- Regulated industries with strict approval requirements
- When testing specific creative hypotheses you need to isolate
Conversions API Gateway
Not new, but now essential and significantly easier to implement.
What It Is: Server-side tracking that sends conversion data directly to Meta, bypassing browser limitations.
2025 Updates:
- Simpler setup through expanded partner integrations
- Better deduplication with pixel events
- Improved event matching rates for iOS users
- Advanced Mobile Measurement (AMM) re-enabled
Performance Impact:
- 10-20% more attributed conversions typically
- Better optimization from cleaner data signals
- Improved ROAS on iOS-heavy audiences
- Faster learning phases for new campaigns
Tier 2: Test These Soon
Advantage+ Audiences
Meta's AI-driven audience targeting that starts from your inputs but expands to find additional prospects.
How It Differs from Broad:
- Uses your targeting inputs as "suggestions" not restrictions
- Learns from your conversion data faster
- Prioritizes conversion quality signals over raw reach
When to Test:
- When detailed targeting is plateauing or underperforming
- For scaling successful campaigns beyond current audiences
- When lookalike audiences are showing fatigue
Setup Tips:
- Provide targeting suggestions as AI guidance
- Set appropriate age/location restrictions (these ARE enforced)
- Pair with strong creative to maximize potential
Threads Ads
Meta introduced ads on Threads in January 2025, with broader rollout throughout the year.
What to Know:
- Image ads appear in Threads feed alongside organic content
- Available through standard campaign creation workflow
- Currently reach-focused—best for brand awareness
- 300M+ monthly active users provide significant scale
Best For:
- Brand awareness campaigns
- Reaching younger, Twitter-alternative audiences
- Testing text-forward creative concepts
- Companies already active on Threads organically
Current Limitations:
- Limited performance optimization features (improving)
- Conversion tracking still maturing
- Best suited for awareness vs. direct response
Reels Trending Ads
Meta is making Reels trending ads more widely available after closed beta.
What It Is: Your ads appear alongside high-performing, culturally relevant content curated by Meta's AI.
Benefits:
- Association with trending, high-engagement content
- Potentially lower CPMs due to premium placement
- Reaches audiences actively engaged with video content
Best For:
- Brands comfortable with contextual placement
- Video-first creative strategies
- Cultural relevance and trending moment campaigns
Tier 3: Keep on Your Radar
AI-Generated Ad Copy
Meta's AI can generate multiple text variations for your ads automatically.
Current State:
- Available in most ad accounts
- Quality is improving but still variable
- Works best as a starting point, not finished copy
How to Use Effectively:
- Generate 5-10 variations as brainstorming
- Select and refine the best ones manually
- Use for inspiration, not replacement
- Always review for brand voice consistency
Multi-Advertiser Ads
Opt into having your ads shown alongside related (non-competing) advertisers.
Considerations:
- Lower CPMs due to shared ad real estate
- Less individual brand control
- Works for discovery-focused campaigns
Test For:
- Prospecting campaigns where reach matters
- Products where comparison shopping is normal
- When CPM efficiency is a primary constraint
Shopping Custom Audiences
Build audiences based on catalog interactions for more granular remarketing.
Audience Types Available:
- Viewed specific products (but didn't purchase)
- Added to cart but didn't complete purchase
- Purchased from specific categories
- Viewed but didn't add to cart
Use Cases:
- Highly targeted remarketing sequences
- Cross-sell campaigns to existing customers
- Abandoned cart recovery optimization
Feature Adoption Framework
Prioritization Decision Matrix
| Factor | Prioritize If... |
|---|---|
| Business Impact | Feature directly affects key revenue metrics |
| Implementation Effort | Low effort relative to potential benefit |
| Learning Curve | Minimal disruption to current operations |
| Competitive Timing | Early adoption provides market advantage |
Suggested Rollout Timeline
Month 1: Foundation
- Audit CAPI implementation (fix if incomplete)
- Test Advantage+ Shopping (if e-commerce)
- Enable Advantage+ Creative on new campaigns
Month 2: Expansion
- Test Advantage+ Audiences vs. current targeting
- Experiment with Threads ads for awareness goals
- Try AI copy generation on one campaign
Month 3: Optimization
- Review performance data from tests
- Scale winning features across accounts
- Evaluate Tier 3 features for future testing
Measuring Feature Impact
For each new feature tested, track:
Before/After Metrics
- ROAS, CPA, CTR compared to control periods
- Account-level changes after implementation
- Spend efficiency at different budget levels
Controlled Testing
- A/B test where platform allows
- Ensure sufficient budget for statistical significance
- Minimum 7-14 day test windows
Time-Based Analysis
- Allow adequate learning period before evaluation
- Compare similar time periods (avoid seasonality bias)
- Document external factors that might affect results
Common Feature Adoption Mistakes
1. Testing Too Many at Once
Can't isolate what's working when everything changes simultaneously. Test one major feature at a time.
2. Insufficient Budget or Time
New features need data to learn. Underfunding or cutting tests early kills potential winners.
3. Ignoring the Basics
New features don't fix fundamental issues. Bad creative, broken tracking, and poor landing pages will hurt any feature.
4. FOMO Adoption
Not every feature fits every advertiser. Skip what doesn't align with your goals and audience.
Track the performance of new features across all your client accounts. Get analytics with Postbright and know what's actually working before you scale.
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