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:

1. Create a new Advantage+ Shopping Campaign
2. Set daily budget (minimum $50-100/day recommended for learning)
3. Define your target CPA or ROAS goal
4. Upload or connect diverse creative assets
5. 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.

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