Meta says ranking upgrades lifted Facebook ad conversions by 15.7%.

Meta has published new figures on how its AI ad systems are performing, saying changes to ad ranking drove 8.3% more clicks and 15.7% more conversions on Facebook. The numbers came in an announcement on 28 October, reported by Social Media Today.

Meta credits three systems. Andromeda, the first stage that picks candidate ads, can now weigh a wider range of possible product matches for each business. GEM, its Generative Ads Recommendation Model, reads more signals from each person's ad engagement history. GenRecs matches engagement with preferences and, Meta says, can find the right people even for brand-new ads with little history. In the third quarter, a further Andromeda update added 1.4% to Facebook conversions, and generative retrieval in Facebook Feed added nearly 2% across targeted segments.

The announcement also repeated figures from Meta's third-quarter results: partnership ads with creators and other partners grew more than 97% year on year and passed a $15bn annual revenue run rate. In a separate release, Meta said its AI business assistant, still rolling out, is producing 5% more conversions at the same cost, and that it is building checkout into its AI agents, including Muse.

There are gaps. Social Media Today quotes Meta attributing the 15.7% figure to the second quarter of 2026, and Meta gives no baseline, sample or method for any of the uplifts. These are the company's own measurements of its own systems, so they show direction rather than what any single advertiser should expect.

For brands in Saudi Arabia and the Gulf that run campaigns on Facebook and Instagram, the message is consistent with Meta's recent advice: give the system room. Broad targeting, plenty of creative variation and a reliable pixel or Conversions API feed are what these models learn from. Advertisers who still split budgets into many narrow ad sets may be working against the system Meta is describing.