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As we enter 2025, the landscape of performance marketing continues to evolve within walled gardens like Facebook, Instagram, Google Ads, TikTok, Pinterest, and Snap. To stay ahead of the curve, brands must utilize cutting-edge technologies and data-driven strategies that help optimize every aspect of their marketing efforts. Creating a smart data loop powered by predictive AI is no longer just an option—it's a necessity. Here are seven key performance marketing best practices to embrace in 2025:
Traditional pixels and Conversion APIs (CAPIs) are losing their edge due to growing privacy constraints. Predictive CAPIs, such as Angler AI’s solution, enrich your data streams by sending predictive events tailored to your campaign and business objectives.
By providing platforms with enriched signals, ad auctions become more efficient, leading to:
This approach gives you a decisive edge in optimizing targeting and outcomes across campaigns. You should be able to A/B test predictive conversions API against your existing setup to quantify the improvement. Learn more about how Bare Necessities reduced CAC.
For effective targeting, sync your existing customer and CRM lists with ad platforms at least once daily. Platforms like Meta also allow for audience creation based on recent website visitors and engagers.
When running prospecting campaigns, exclude existing customers, CRM audiences, and recent site visitors to focus on acquiring net-new customers. Additionally, for tools like Meta Advantage+ Shopping Campaigns (ASC+), accurate syncing ensures proper attribution for existing customer conversions.
In 2025, revisit your audience activation strategies by:
Using predictive audiences allows platforms to scale campaigns efficiently while focusing on the highest-value users.
Zero-party data (voluntarily provided by customers) is a goldmine for personalization and prospecting. Gather this data through:
Focus on collecting actionable insights, such as:
Use these insights to segment audiences and tailor your prospecting campaigns to attract high-value customers.
For e-commerce, subscription, and retail brands, custom events aligned with your business goals provide deeper measurement and optimization. Examples include:
These events empower you to:
As new channels emerge, testing early can unlock untapped potential. AppLovin, for instance, has redefined mobile gaming as a dynamic e-commerce ad channel. The ad format has 100% thumb-stop rate, and their optimization models are optimizing towards purchase intent signals. As a result AppLovin is showing promising ROAS and scalability, especially for brands targeting female consumers. As their self-service platform launches in 2025 with a server-side tracking option, consider testing AppLovin to diversify your ad mix and tap into fresh inventory.
In 2025 Meta will be introducing a suite of new tools under the Value Optimization banner, including
The common thread among these offerings is an increased level of control for advertisers, enabling them to define and optimize around the value-to-CAC metric. If you are pursuing profitable growth in 2025 by attracting high value new customers who are likely to repurchase, then be sure to test these exciting new features.
In 2025, performance marketing will require a shift toward smarter, more predictive, and data-driven strategies. By adopting these best practices, leveraging tools like Angler AI’s Predictive Conversions API, and staying ahead of emerging platforms, marketers can optimize outcomes, improve efficiency, and unlock new growth opportunities. The future of marketing lies in mastering the interplay of AI, data, and walled garden platforms—don’t get left behind, get started with Angler AI today.
Learn more about our Predictive CAPI, or start a free trial for 30 days to start optimizing your paid media spend with AI and see the results for yourself.
