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  • ClickZ Meta Insider Newsletter | 🧠 How Smart Glasses Might Reshape Ad Targeting

ClickZ Meta Insider Newsletter | 🧠 How Smart Glasses Might Reshape Ad Targeting

Plus: Overreliance on Last Click? Here's how to track awareness-to-conversion properly

Author

Rafe Houston
July 23, 2025 • Estimated Reading Time: 5 minutes

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Welcome to Meta Insider, your essential newsletter for insights into the latest trends and innovations shaping Meta’s advertising and social media strategies.

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

SMART GLASSES INVESTMENTS

Meta is shifting focus to smart glasses by investing nearly 3% in EssilorLuxottica, forecasting an increase in adoption. This makes smart glasses the company's strategic tool for growth, crucial for marketers to leverage for increased engagement and opportunities by 2025.

The Globe and Mail

AI INVESTMENT

Meta is investing billions into building AI superclusters, like Prometheus and Hyperion, set to revolutionize computing power with up to 5 gigawatts. This strategic move aims to strengthen Meta's position in AI development and could significantly enhance the intelligence and integration of digital marketing tools, potentially altering how marketers utilize data-driven insights and automation.

Fox News

SOCIAL MEDIA EVOLUTION

Instagram's new auto-scroll feature for Reels and posts enhances user experience with hands-free browsing, potentially boosting engagement. This feature is significant for marketers as it increases content exposure and ad visibility by prolonging user interaction. Currently in a phased beta rollout, it underscores Instagram’s strategic shift toward more intuitive, engaging platforms.

The Bridge Chronicle

WHATSAPP MONETIZATION

Meta's WhatsApp begins testing ads in status updates and paid promotions for channels, offering new monetization opportunities targeted at marketing professionals. By enabling channel owners to enhance discoverability and offer subscription-based exclusive content, this move presents a strategic avenue for expanding audience reach and engagement.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division