14 Apr What’s New in Meta Ads: 6 Updates You Need to Know (April 2025)
🚨 Meta Ads Updates This Week – What’s Actually Worth Knowing
If you manage your own ads (or even if you don’t), here’s what’s being rolled out across Meta Ads Manager and what it means in real terms.
Opportunity Score is Here
Some advertisers are starting to see a new score inside Ads Manager. Meta is calling it your Opportunity Score, and it basically rates how much potential performance you’re leaving on the table — based on how much you’re using Meta’s suggested tools like Advantage+ and creative automation.
It’s a soft nudge to rely more on AI and automation to ‘unlock better results’. Whether that holds true across all budgets is up for debate.
AI Tools Driving Delivery (and Expanding)
Meta’s backend AI system, known internally as Andromeda, is now analysing millions of ads across Facebook and Instagram — and soon Threads — to decide which message hits who, where, and when.
That means your manual targeting is becoming less of a factor. It’s all about inputting strong creative and letting the machine optimise delivery.
Frequency Capping for Sales Campaigns
This feature is rolling out now for campaigns using lifetime budgets that run for at least seven days. You’ll be able to set weekly frequency limits, which can help reduce ad fatigue.
Meta says performance drops by up to 60% after someone sees the same ad four times, so this one could be useful if you’re running the same creative for a while.
Conditional Formatting in Ads Manager
Previously only available in Reports, this is now being added to Ads Manager itself. It allows you to apply colour coding based on metrics like ROAS, cost per result, or conversion rate.
It’s a small quality-of-life update, but it makes it much easier to scan performance at a glance.
UTM Tracking Is Now Automated
Meta is starting to automatically add UTM parameters to ad links if you don’t supply your own. That means things like utm_source, utm_medium, and utm_campaign will be pre-filled to help with tracking in GA4 or other analytics tools.
Helpful if you’ve ever published something and realised later it wasn’t tagged properly.
AI-Pulled Comment Keywords (In Testing)
Facebook is testing a new feature where AI scans your ad comments and pulls out positive or neutral keywords like “good quality” or “fast delivery” to show beneath your ad.
It’s subtle and may be auto-enabled in some accounts. Worth keeping an eye on if you’re managing ad engagement manually.
All of these features are in different stages of rollout. You might see some, all, or none of them yet depending on your account. Classic.
Jess Riches is the Founder and Chief Marketing Officer at Enriches Business, a marketing advertising agency based in regional Queensland. We specialise in Meta Ads and helping service-based businesses grow with strategic, well-crafted campaigns.
Editor’s Note: This article was last updated in April 2025. While accurate at the time of writing, Meta often makes changes without notice. For tailored advice, speak to an expert who’s inside Ads Manager daily.