New Google Component Options and Meta Conversion Tracking Methods – SEM News #2 November 2025

Google Ads has added new communication platforms to the message components, which can be used in campaigns (at the account, campaign, and ad group level).

Source: Google Ads panel

What Does this Mean for You?

• More customer contact channels – potentially higher conversion rates.
• Ability to differentiate from competitors and test new formats.

Meta Ads is introducing a new option in the “Value rules” settings – conversion location. Now, when defining conversion value, you can factor in where the conversion occurred: on the website, in the app, or via an Instant Form.

What Does this Mean for You?

• Ability to assign conversion value precisely depending on the channel.
• Improved campaign optimization – the algorithm can prioritize conversions from channels that are more important to you.
• More accurate profitability analysis and easier result segmentation.

Meta is introducing a new metric, “Shops-assisted purchases”, which shows how many on-site purchases were actually supported by ads, making it easier to assess campaign effectiveness.

Example:

A user clicked an ad and purchased a product for 150 PLN. A few days later, they returned to the store and made two additional purchases. Previously, Meta primarily reported the first purchase, and the total value was aggregated under standard conversions. Now, the two subsequent purchases will also appear in a separate “Shops-assisted purchases” column.

Attribution for these events is still based on the attribution window set in the campaign.

What Does this Mean for You?

You get a more comprehensive view of campaign performance – you know which ads genuinely support store sales and can better allocate budget to those that drive actual purchases.