Industry News
What's changing in paid social
Platform updates, research and practitioner takes, filtered for people who actually buy ads.
What this page collects
Paid social changes constantly, and most of the coverage is either a press release or a hot take. This page tracks the changes that alter how you actually buy: attribution and reporting changes, delivery and optimisation changes, new placements and formats, policy changes that get accounts restricted, and measurement research worth reading.
Items are tagged by what they affect, so you can filter to the part of your account you care about rather than reading everything. Each one links to the original source, because the source usually has detail a summary cannot carry.
How to use a platform change
Most announced changes need no action. The ones that do usually fall into three groups: something that changes what your reporting means, something that changes how delivery behaves, and something that risks your account. The first needs you to re-read your numbers, the second needs a test before you trust it, and the third needs acting on immediately.
When a change affects attribution or reporting, resist reacting to the new numbers as though performance moved. It usually did not. Check blended revenue over total spend across the period instead, which the MER and nCAC calculator works out, and read attribution windows for why platform numbers shift without performance changing.
Common questions
How often is this updated?
New items are added as changes are announced or published rather than on a fixed schedule, because platform news does not arrive at a steady rate. Quiet weeks get nothing, and a single Meta announcement can produce several entries in a day.
Meta changed something and my reporting moved. Did performance actually change?
Usually not. Attribution and reporting changes move the numbers without moving the business, which is why a drop that appears overnight across every campaign at once is almost always a measurement change rather than a delivery one. Compare blended revenue over total spend for the same period before you act. Performance drop overnight covers how to tell the two apart.
Should I adopt every new feature Meta launches?
No. New placements and automation features are launched to increase Meta's inventory and simplify buying, which is not always the same as improving your results. Test a change against what you already run rather than switching wholesale, and give the test long enough to clear the learning phase before reading it.
Where do the items come from?
Platform newsrooms and help centres, industry publications, and practitioners who publish their own testing. Each entry links to its source so you can read the original rather than a summary of a summary.