Meta reportedly rolled out an ad algorithm update in August. It caused a lot of volatility, but includes some nice sounding features.

• Conversion Value Rules

You can assign certain audience profiles OR conversion types higher values

• Incremental Conversions Attribution

measure which conversions would not have happened w/o the ad being shown (true impact) AND optimize for these types of conversions

• Third-party Analytics Integration
• Cross-Channel User Journeys

more emphasis on cross-channel journeys to drive incremental conversions.