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1️⃣ Meta Removes Page Likes Campaign Option
Meta is taking away the old one-click 'Follow' button in ads. When you build a new Engagement campaign now, the only goal is 'Maximize number of Instagram profile and Facebook Page visits', so your ad shows a 'Visit Instagram profile' or 'Visit Facebook Page' button instead.
The system stops optimizing for follows and optimizes for visits, which means fewer follows and a higher Cost per Follow.
Source: Bram Van der Hallen
My take: Finally, I never used it as follows are worthless, and no.1 vanity metric on social media.
2️⃣ Ads Manager Adds Group By Funnel Stage
Meta added a new way to group your Ads Manager tables at the campaign and ad set level. You turn it on in the Breakdown menu under 'Group table by'.
You can group by ad settings, attribution, budget and bidding, or business goals like funnel stage, objective, and performance goal.
Source: Bram Van der Hallen
My take: Small change, real time saver. Grouping by funnel stage right inside Ads Manager means less exporting to spreadsheets just to read your own account. I'll take it.
3️⃣ Meta Forces Cost Breakdowns On Third-Party Tools
Meta now makes third-party ad tools show you a split of where your money goes.
Tools like Hootsuite or Sprout Social have to separate the amount you spend on Meta ads from the fee the tool charges on top. Before this, you only saw one combined total.
Source: Social Media Today
My take: Good move. If you run ads through an outside tool, you should know exactly what Meta takes and what the tool adds on top. More clarity for advertisers is never a bad thing.
4️⃣ Meta Adds Unskippable Ad Breaks In The EU
Meta started showing forced 3 to 5 second ad breaks on Facebook and Instagram across the EU, EEA, and Switzerland.
They hit users who pick the less-personalized ad option instead of paying for an ad-free account. The breaks use basic data like age, gender, location, and the content on screen, not behavior tracking.
Source: Metricool
My take: This is an older news, but actually I started to see this on my IG feed in the last few weeks.
This is an EU thing tied to the cookie-or-pay choice, so we don't control it as advertisers. But forced pauses could push people to pay
5️⃣ Meta Business AI Agent Goes Global
Meta rolled out its Business Agent worldwide inside WhatsApp and Instagram DMs. The AI can answer customer questions, recommend products, book appointments, qualify leads, and hand off to a real person when needed.
It is a paid feature through WhatsApp Business Premium, with big companies billed by usage.
Source: Techcrunch
My take: Meta wants WhatsApp to handle your whole sales process! For a small business this could save real hours, but they are charging for it now. I'd test it on easy questions before I trust it with actual leads.
That's it for this week.
See you in two weeks with the latest Meta news.
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