Bram's Buzz - Edition 16, 2025

Lots of new updates in the 16th edition of Bram's Buzz. The newsletter that keeps you updated on new features, insights and more about Meta Ads and all things digital marketing.

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This newsletter covers Meta Ads updates from Week 6-9, 2025

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Most important Meta Ads updates of February 2025

?? 'Advantage+ Shopping' campaigns will become 'Advantage+ Sales' campaigns. And Meta will also remove the option to choose between 'Advantage+' and 'Manual' during the setup flow. Creating a new Sales campaign will default to setup configurations that are equal to creating an 'Advantage+ sales campaign'. This means enabled Advantage+ budget, audience and placements. However, you will be able to disable specific Advantage+ setup controls. When you turn off these options, your campaign will become a 'Manual' sales campaign. The typical 'Manual' campaign features are still available in the new setup.

?? Meta started defaulting 'Inventory filters' to 'Expanded' as of Feb. 24, 2025.

When you create a new ad set, inventory filters are now set to expanded by default. However, if you previously selected specific inventory filter levels like 'Moderate' or 'Limited' for your accounts or ad sets, those settings will not be changed. The 'Expanded inventory' filter allows your ads to show on all content that adheres to Meta's Content Monetization Policies (This would mean wider reach, while it may include (highly) sensitive content).

?? The option to select an 'Audience type' (retargeting/prospecting) for Advantage+ catalog ads is going away. This means that you will now have to manually create 'catalog custom audiences' to retarget ads or to find prospective customers.

Before this update, when creating a Sales campaign using 'Advantage+ catalog ads', you could navigate to the ad set to choose the audience type to target. It allowed you to select 'finding prospective customers' or to 'retarget ads to people who interacted with your products'.In the updated interface, Meta recommends creating and using 'Custom Audiences' for that same purpose.

?? The 'Threads' platform has been added to Meta's Ad Library. This means that you will be able to filter ads that run on the Threads platform going forward (limited test for now).

?? When using 'Advantage+ catalog ads', Meta may now automatically add product videos to your catalog. If you don't want Meta to automatically update your catalog with product videos, you should navigate to Commerce Manager. In Commerce Manager, go to 'Settings' and select 'Catalog'. Here you will find the option to turn off 'Automatic product video updates'. Click to confirm. If you've turned them off, any automatically added videos will disappear from your catalog within 24 hours.

??? Meta launched the 'Signals Gateway' method to build data pipelines and send (first-party) data to multiple destinations. This gateway doesn't require any dedicated developer resources. You can find and configure this new method in the 'Settings' of your data source.

?? Meta is now inviting advertisers to connect Google Analytics to get EARLY access to updates that can improve campaign performance. After the connection is completed, Meta may now receive data from your Google Analytics conversion events. This may help to better understand results across different (external) measurement tools and reports and, as Meta suggests, it may also enable 'early access to new ad system updates' that can improve campaign performance.

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That's all folks! ??

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Bram