DTC1068: Meta’s Latest Features and Attribution Changes

Good morning,

Here’s what you’ll find in today’s DTC:

1️⃣ Are you taking advantage of Meta’s latest AI features?
2️⃣ What has changed about Meta attribution, and how you should be making decisions now

You’re reading this newsletter along with new subscribers from: Stone Creek Hounds, Nomsi, and Ferrous Beauty. 👋

‍💡 How To See What AI Generation Features Are Available In Your Account

Meta is constantly adding new features for creative generation and ad optimization. Sometimes, features are automatically applied to existing ads without advertisers even knowing.

But did you know you can see all available features in your ad account settings?

And that you can even disable features across your account, rather than disabling on each ad?

Here’s how:

1️⃣ Go to Business Manager and click on the hamburger menu on the left to view all the tools. Then click here.

2️⃣ Once you’re there, scroll down and click on “Creative features.”

3️⃣ Then you’ll be brought to a page that looks like this.

From here, you can adjust the settings for your whole ad account. In this case, all new features are being used.

💡 Pilothouse Tip: If you’re more brand-conscious, you may choose to opt out of specific AI generation features at the account level to preserve branding and ensure Meta doesn’t make rogue changes to creative or ad copy.

Check out the Creative Features settings to decide which AI generation features are used in your ads!

‍The New Rules for Meta Attribution (And The Setting You Need To Test Now)

Meta attribution has changed, and most brands are still reading performance the same way they were a year ago.

Jacob, Head of Socials at Pilothouse, walks through what has changed.

We chat about click-only attribution, incremental measurement, and how those shifts affect the way conversions show up in your dashboard.

We cover:

• What click-only attribution removes from reporting
• How incremental attribution works in practice (without the fluff) and unlocks the true value of an ad
• Why conversion numbers feel different even when performance hasn’t changed much
• Where Meta data and third-party tools start to diverge
• How Pilothouse is thinking about reporting and decision making now

▶️ Watch on YouTube | 🎧 Listen on Spotify

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.