Is That New Meta Feature Worth the Risk?

Why It Matters

Choosing when to adopt Meta's feature rollouts affects campaign performance, client risk exposure, and account security; prudent, targeted testing preserves results while limiting potential harm. Errant or premature use—especially of AI connectors—can lead to account problems and lost revenue, so measured adoption matters for business continuity.

Summary

Meta's new ad features—like push delivery and AI platform connectors—should be evaluated based on your appetite for risk and whether the feature addresses a specific problem. Avoid changing campaigns that are already performing well; instead test new options on underperforming ads where downside is limited. Be particularly cautious with AI connectors and client accounts due to recent account shutdowns and unclear risks. If you manage your own ads and are comfortable with potential instability, controlled experiments can yield useful learnings, but most advertisers should wait for clearer guidance.

Original Description

Today's question is about how to decide when new Meta features like push delivery or AI platform connectors are worth testing. New features carry risk because there's no track record for effectiveness or problems to watch for. Jon explains why your appetite for risk matters most, why you should only experiment when you have a specific problem to solve rather than tinkering when results are already good, and why AI connectors in particular warrant extra caution until the risks are better understood. Want your question to be answered on a future episode? Go to JonLoomer.com/Question (https://jonloomer.com/question) and record your question today.