Meta: GEM Ad Model Boosts Conversions by 18.9%
Meta said an update to its GEM advertising model increased conversions by 18.9% and click-through rates by 12% across its apps, figures self-reported by the company without disclosing the measurement methodology.
Meta stated that an update to its "GEM" advertising model raised conversions by 18.9% and click-through rates by 12% across all advertising surfaces and objectives, according to "PPC Land," a website specializing in digital advertising.
The company noted that the increase reached 5.8% on Facebook, 4.1% on Instagram, and 1.6% in off-app ads targeted at specific users.
Meta did not disclose the baseline against which these percentages were measured, nor the measurement duration or testing methodology used, making these self-reported figures from the company itself.
The website pointed out that these figures are documented by the advertiser and have not undergone independent auditing, a characteristic that warrants caution when comparing them with third-party data, according to the source.
What Do These Terms Mean?
Conversion Rate: The percentage of users who perform the desired action, such as purchasing or registering, out of the total who viewed the ad.
Click-Through Rate (CTR): The percentage of those who clicked on the ad out of the total to whom it was shown.
Baseline: The reference level against which the increase is measured, without which the true amount of improvement is unknown.
Model Update: Introducing improvements to the ad model to raise its targeting accuracy and results.
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