Meta Further Consolidates Ad-Targeting Options

Plus: 10 reasons to use instagram for business

Author

Avinash Duggempudi
August 20, 2025 • Estimated Reading Time: 5 minutes

ClickZ Meta Insider

Here's what's happening this week in the world of Meta advertising and social commerce:
- Meta consolidates targeting; automation deadline set for 2026.
- Facebook's desktop dashboard gains new creator insights.
- Australia sets under-16 social media restrictions.
- Back-to-school pivots to creator-led, short-form video.
- AdSpy tools accelerate creative and product intel.

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

META ADS TARGETING & AUTOMATION
Meta Further Consolidates Ad-Targeting Options

Meta is combining more detailed targeting options and will stop delivering ad sets that use unavailable options starting Jan 15, 2026. The move accelerates a shift to Advantage+ and AI-driven targeting that Meta says improves conversion efficiency, reducing the role of manual exclusions and micro-targeting. Performance marketers reliant on granular audiences must refactor saved audiences and testing plans ahead of the cutoff.

Facebook refreshed the web Professional Dashboard with a new home screen, streamlined navigation, and creator metrics like views over time, view rate, and retention. Advanced trend insights, distribution breakdowns, data export, and bulk upload are coming soon, bringing desktop parity with mobile. Creators, social teams, and brands get clearer signals to optimize content and monetization workflows.

INFLUENCER MEASUREMENT
10 Reasons to Use Instagram for Business
Instagram continues to prove its value as a business tool, with benefits ranging from brand visibility and audience engagement to direct sales through shopping features. The platform’s visual-first format, community-building tools, and data-driven insights make it a key driver for growth — especially for businesses looking to reach younger demographics and leverage influencer partnerships.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

⚡QUICK READS

Creator And Influencer Trends Brand Marketers Need To Know About Right Now: Creator-led activations and experiential pop-ups continue to blend content, community, and commerce, reinforcing the role of partnerships in driving sales moments.(More)

Level Up Your Ads With The 4 Best Facebook AdSpy Tools Of 2025: AdSpy platforms like PPSPY and Pipiads expand cross-network creative libraries and product trend tracking, compressing competitive research cycles for Meta creative testing.(More)

Instagram Ideas For Labor Day 2025: 11 Crucial Tips For Businesses And Influencers: Labor Day shoppers reward early teasers, Reels, Stories, and shoppable tags timed to 10 a.m.–3 p.m. EST, highlighting urgency-led creative and scheduling discipline.(More)

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