From an overview of our February performance metrics, to creative trends shaping the landscape of Meta marketing, the following snapshot speaks to a month of innovation and growth in the world of paid social advertising.
February Paid Social Performance
YoY Performance: Ad spend was up 56% YoY, driving a 40% increase in purchases and a 36% rise in revenue. CPCs (+2%) and CPMs ($9) were higher YoY, meaning you may see lower traffic and reach despite increased investment.
MoM Performance: Spend was up 16% from January, with revenue up 3.7%. Total conversions were down MoM, but AOV has increased, likely due to fewer promotions and more full-price purchases.
Key Takeaways:
- January is a cost-effective time for social ads, with lower CPMs and less competition. If you have a strong message, it’s a great time to invest.
- If your CPC is above $0.71, you may be targeting a more expensive niche audience, or your ad creative needs refining. Talk to your strategist to optimise performance.
February Paid Social Updates/Insights
Unpacking Meta’s updated Partnership Ads and new Health & Wellness ad restrictions.
Instagram is rolling out Partnership Testimonials, where creators can post sponsored comments endorsing products in ad comment sections. These will also appear in the creator’s header, similar to existing Partnership Ads.
Why it matters: This update could drive higher engagement and conversions by reinforcing credibility. Adding social proof at key decision-making moments increases trust, especially when endorsements come from familiar creators. It also helps brands maximise influencer partnerships.
Meta may also begin to restrict purchase-optimised campaigns for Health & Wellness brands, impacting tracking for purchases and add-to-cart events.
What you need to know: The rollout of this update is uncertain, with NZ likely among the last to be affected. We’re monitoring the situation and will recommend tracking adjustments if needed. A potential fix is setting up a custom event on the thank-you page. We’ll keep you updated as changes unfold.
Want to maximise your ad spend? Contact us today and let’s chat!