Meta has introduced a significant update to its advertising platform with the rollout of Cross-channel Conversion optimization for Meta Ads campaigns focused on the Sales objective. This new feature streamlines the advertising process by allowing marketers to manage multiple conversion destinations within a single campaign.
The update introduces two primary methods for managing ad destinations:
Advantage Destination
With the Advantage destination option, Meta automatically directs users to a website or app based on their likelihood of conversion. The system can also direct users who haven't installed the required app to the appropriate app store for installation.
Manual Destination
The Manual destination setting gives advertisers more control over user direction:
- Advertisers can set a Primary destination as either a 'Website' or 'App'
- When selecting 'App' as the primary destination, a Secondary destination can be set to either 'Website' or 'App Store'
This update eliminates the need for separate campaigns for websites and apps. Advertisers can now manage multiple destinations within a single campaign and ad setup. Meta counts all conversions as optimized events, regardless of whether they occur on websites or within apps.
Performance Optimization
Meta recommends that advertisers test different destination options to optimize their campaigns. Performance evaluation should focus on two key metrics:
- Cost per action
- Conversion volume
Through comparative analysis of these metrics, advertisers can identify the most effective campaign destination options. We came across this update on LinkedIn by Bram Van der Hallen.
