MOGL

Phil Kiel Verified account @PhilKiel · 5d

Just went through Meta’s November Ads Manager updates so you don’t have to.

Some useful. Some switched on in your account without asking.

The full list, and what I’d do with each 👇

1. Minimum budgets are now enforced

If a new or duplicated campaign’s budget is too low, Ads Manager now shows you the amount you need to enter and won’t publish until you do. The minimum changes by objective and country.

What this means: Meta won’t let you launch a campaign it thinks is too small to get results. Campaigns already live aren’t affected.

If you test on small budgets, launch a test before BFCM week and see where the floor sits for your account.

2. A few more AI edits, switched on for you

→ Upload a few images and Meta can turn them into a carousel and run that alongside your ad
→ Videos over 60 seconds get cut down for Audience Network
→ Product videos in your catalog can be used in new catalog ads automatically
→ Duplicated ads open in Meta’s newer “multi-media” ad setup

What this means: Meta can now show versions of your ad you didn’t make. Most of these are on by default.

And since 30 October, you’re liable for the AI edits Meta makes to your ads. So Meta does the editing and you take the blame. Lovely.

Open your last few launches and turn off anything you didn’t pick.

3. Audience Network is getting a bigger slice

Audience Network is Meta showing your ads in other people’s apps and websites, outside Facebook and Instagram.

Meta’s changed the formats there and says to expect higher CTR, more delivery and a lower conversion rate per click.

What this means: more people clicking, fewer of them buying, and more of your budget going there.

If your CTR suddenly looks amazing this month, check placements before you get excited.

4. The Pixel will start reporting more sales

From around 12 November, Meta’s Pixel can match some sales it couldn’t see before, using info the customer already gave you (like their email) on their own phone or laptop.

It’s on by default if Meta has notified you. You can turn it off in Events Manager. It isn’t active in the EU or UK.

What this means: reported conversions can go up with no change in real sales. And it lands 15 days before Black Friday, exactly when you’re deciding how hard to push.

Note your numbers now. Then check Shopify or your third-party tool before every big budget change.

5. Creator content is Meta’s fastest-growing ad product

Partnership ads, where your ad runs from a creator’s account with your brand alongside, grew 97% last year. They’re now a $15 billion run rate.

Meta has also added tools for finding and messaging creators. Its ads MCP (the connection that lets AI tools like Claude work in your ad account) can now boost creator posts and handle permissions.

What this means: Meta is betting big on creator content. If you’ve got approved creator videos sitting unlaunched, you’ve already paid for them. Get them live.

6. You can optimise for lifetime value

You can now send Meta your own prediction of what each new customer is worth over time, through the Conversions API (the server-side connection between your store and Meta). Meta then goes after customers worth more.

You need a proper prediction model and enough sales volume, so it’s not for everyone yet.

What this means: Meta can start chasing customers who come back, not just the cheapest first order.

That’s where the best accounts already are. Our fastest-growing account this year runs on a CPA target set on lifetime value. Cost per new customer went from $40 to $65. Store revenue went up 3.8x.

7. Meta will suggest excluding existing customers

There are new recommendations to keep existing customers out of campaigns meant to find new ones.

What this means: Meta is admitting acquisition campaigns spend money on people who already bought.

While you’re there, open Audience Segments and check how much spend goes to people who’ve engaged but never bought. On one account it went from 22% to 41% in two months.

8. A different audience for each creative

If you turn Advantage+ Audience off (Meta’s automatic targeting), you can now set a different age range and gender for each video or image in one ad set.

What this means: a 50-year-old creator and a 22-year-old creator can sit in the same ad set and each reach people their own age.

Just don’t use it to rebuild 2019 targeting one ad at a time.

9. Free ad credits for live video

Existing advertisers can get up to $3k in ad credits for raising budgets on live video ads around peak sales days, until 31 December.

What this means: free money if you were already planning a live. I wouldn’t start doing lives in Black Friday week just for the credits.

10. The email you’ll probably ignore

Some advertisers are being asked to confirm what category their website or app falls into in Events Manager. Health, for example. You get 60 days.

What this means: if you don’t pick, Meta picks for you, along with whatever data restrictions come with that category. That can limit targeting and optimisation.

Health and wellness brands, please don’t ignore this one.

Before Black Friday:

☐ Launch a test to see your minimum budget
☐ Turn off the AI edits you didn’t choose
☐ Look at Audience Network in placements
☐ Note your conversion numbers before 12 November
☐ Check Meta against Shopify before scaling
☐ Check New vs Engaged spend in Audience Segments
☐ Launch the creator videos you’ve already paid for
☐ Confirm your data-source categories
☐ Ask your rep about live video credits

Bookmark it for Friday. Repost for the media buyer who’ll find out the hard way. ♻️

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