Conversion Tracking Changes & Informational Labels – SEM Updates #1 March 2025

Meta is introducing a new feature called Informational Labels, which can enhance the credibility of ads on Instagram and Facebook. This feature includes Brand Highlights, allowing advertisers to add three types of labels to their ads:

• Ad impressions
• Number of purchases
• Website visits

The labels are available for ad campaigns with the following objectives: Traffic, Engagement, Leads, and Sales with website redirection.

Source: Meta Ads panel

What does this mean for you?

This update can help brands improve conversions and ad effectiveness, but it requires proper setup and consent for using Pixel and CAPI data.

Starting February 28, 2025, Google Ads will implement changes in offline conversion tracking and optimization for Smart and Performance Max campaigns.

Key updates:

• Ads will prioritize users actively searching for businesses on Google and Google Maps, reducing the share of conversions from Display and YouTube.
• The number of conversions may decrease, and cost per conversion may rise, but they will be of higher value.
• Focus on real purchases and higher return on investment (ROI).

What does this mean for you?

Google Search and Maps will play a bigger role, while YouTube and Display will generate fewer conversions, but with higher-quality leads. You should adjust your strategy to maximize campaign effectiveness.