Meta Tests New Retail Media Tools That Let Brands Measure Whether Facebook and Instagram Ads Drive Sales

Meta is quietly testing two new retail media tools, “product set optimization” and “product insights,” that would let brands finally measure whether their ads on Facebook and Instagram are actually driving product sales, according to three people familiar with the matter. The first tool lets retail media networks build product catalogs around individual SKUs so Meta's algorithm can optimize ads for specific products rather than just the retailer, solving a longstanding limitation that made it difficult for a Dick's Sporting Goods, for example, to run an effective Nike-specific campaign.