At NC, innovation isn't just about the "big" new model or metric. The team achieves "micro-wins" and innovates its strategies daily through continuously testing and learning. This includes staying ahead of the curve with all the new updates, betas, and AI improvements their partners at Meta are making. As Meta Business Partners, NC is proud to be among the top 3% of agencies in the US, granting them early access to cutting-edge betas. So, when the Meta Performance Marketing Summit 2025 rolled around in San Jose, California, the NC team packed its bags for two days of deep dives into the future of performance marketing. The energy was palpable, and the insights were invaluable. Here's a comprehensive recap of the event, showcasing how NC is primed to leverage these advancements for its clients.

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The summit hammered home several critical themes, with AI and creative diversification taking center stage. Meta is rolling out powerful new tools to help advertisers optimize performance and gain deeper insights. The NC team learned about the Performance Score Card, which will provide a detailed breakdown of areas for improvement, complete with emerging solutions that are currently driving success for other advertisers. Similar to Google's offering, the Opportunity Score will provide recommendations to boost performance, with clear pathways to improve. Advantage Plus is increasingly streamlining, making automated campaign optimization the default, and the emphasis on high-quality data remains paramount, directly impacting the effectiveness of Meta's AI.

A major game-changer for sophisticated advertisers is Value-Based Optimization. This can now be applied to both standard and custom events. Advertisers will be able to optimize for the value of new users versus returning users, and even for the quality of a lead or subscriber. Plus, new audience modifiers will allow for refining targeting with specific value parameters, such as age or gender.

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The new Omni-Channel Integration, rolling out to all users next week, is a big step towards unified measurement. This allows for combining offline and online conversions for a holistic view, with the ability to select between bidding for in-person or online conversions. Even loyalty programs can be activated for enhanced data capture.

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Incrementality Experiments were a major highlight, now available to all advertisers. Found within attribution settings, this leverages previous lift studies (showing a 46% lift in performance versus standard campaigns) and historical data to determine if a user made a purchase or conversion prior to being exposed to an ad. Advertisers will even see the results of these experiments within their current performance metrics as "cost per incremental." They can also utilize conversion lift studies, comparing exposed versus non-exposed groups to accurately measure incremental impact.

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Simplifying the setup of CAPI, the CAPI-G (Codeless Conversions API) solution will improve lead quality by connecting directly with a CRM to optimize for cost per quality lead.

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Creative is King (and Queen): The Power of Reels and AI-Powered Content

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With over 50% of time spent on Meta now on Reels, the emphasis on short-form video and compelling creative was undeniable. Meta is rolling out a new Edits feature for videos which will include audience insights to help refine video content. Partnership Ads represent a massive opportunity; they can be integrated into ongoing "always-on" campaigns, potentially increasing brand lift by 71% and reducing CPA by 19%. The focus here is on expanding current creator partnerships rather than constantly seeking new ones. Meta is also introducing a Partnership Ads Hub and Creator Marketplace with new AI-recommended content and tools to find the right creators for the right campaign.

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Ashleigh Winter, Paid Search Manager, on AI & Incremental Sales: "We've seen ASCs improve massively over the past six months, with higher CTRs and lower CPCs. The algorithms are getting smarter, optimising performance in real-time, but is this just targeting a higher proportion of already engaged users? A big question for us is whether the Meta AI changes are actually driving incremental sales or just mopping up the low-hanging fruit. We're actively experimenting with different audience strategies to break out of the cycle and expand our reach, ensuring we're actually growing the customer base. From an operational perspective, AI has made campaign setup and management smoother, freeing up more time for strategy and creative testing."

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The AI Takeover: Beyond Automation

It will hardly be surprising that AI was the cornerstone of Meta’s 2025 summit. Advantage+ and Advantage+ Shopping Campaigns (ASCs) leverage AI for campaign optimization and offer a simpler setup for operational efficiency, with claims of a 9% improved cost per action. Meta's recommendation? Automate part or all of a campaign for the widest possible audience reach. All generative AI features are converging into an integrated workflow within Meta Advantage+ creative. Generative text is expanding beyond primary ad text to headlines, and image expansion and background AI are getting significant improvements for more realistic generations. Meta is investing heavily, and much more is on the horizon.

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Creative-Led Targeting: The New Frontier

As AI and machine learning dominate ad platforms, the focus shifts from buying audiences to optimizing for outcomes. Meta highlighted that the most effective way to reach new audiences is through diversifying creative, formats, and narratives, allowing AI to scale against that audience. Creative-led approaches with AI optimization can uncover opportunities missed by traditional, rigid targeting.

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Molly Thompson, Senior Paid Media Lead, on Creative's Power: "AI has changed how we target audiences but we've seen creative become one of the most powerful targeting tools. With AI personalising content at scale, the most successful campaigns are likely to be the ones that prioritize creative variety and let AI test against dynamic audience segments to find what resonates."

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Measurement in the Age of AI: A Mindful Approach

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Meta even guided attendees through a mindfulness exercise on measurement! With AI revolutionizing digital marketing, Meta emphasized the importance of flexible measurement based on objectives. Following Google's Meridian, Meta is beta testing LTVision, a new package to estimate LTV opportunity based on a business model, alongside existing open-source solutions like Geo Lift and Robyn.

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Beyond the tactical, the summit also offered a glimpse into Meta's broader vision. With Nick Clegg providing reassurance on recent policy reversals regarding DEI and content moderation, the overarching message was the overwhelming scale of AI and the undeniable need for creative diversification. It was revealed that 50% of content users now see on Instagram is AI-recommended, a clear shift towards predictive content. The NC team witnessed compelling case studies and even experienced guided meditations on "mindful measurement," all underscoring Meta's commitment to pushing the boundaries of what's possible.

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The Meta Performance Marketing Summit 2025 was an intense and incredibly informative two days. The NC team left San Jose energized and equipped with the latest strategies and tools to deliver even greater performance for its clients. NC remains committed to continuous innovation, and its early access as a Meta Business Partner ensures they are always at the forefront of what's next. Get ready for even more powerful campaigns!

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