September 2025 Release Notes 🍂

September brings significant platform enhancements focused on AI-powered campaign intelligence, native campaign optimization, streamlined campaign management, and advanced lead enrichment capabilities. These updates deliver smarter automation and deeper insights to power your marketing operations.

Explore all the latest updates below!

AI & INTELLIGENCE

CoPilot

Major Copilot refactoring transforms it into a powerful orchestrator that coordinates multiple specialized LLM agents to handle complex user requests. The enhanced architecture enables Copilot to analyze user intent, delegate tasks to appropriate agents, and coordinate multi-step workflows. This foundation also enables richer UI/UX experiences and more sophisticated AI-powered marketing automation capabilities.

Why It Matters:

Intelligent assistant that can understand complex requests and execute sophisticated marketing tasks, rather than handling simple queries one at a time.

MCP Server Integration

Integrated Model Context Protocol (MCP) server with Claude, enabling direct access to Metadata platform data and functionality through conversational AI. Users can now query campaign performance, analyze data, and potentially execute marketing tasks using natural language through Claude’s interface, bridging the gap between AI assistance and platform operations.

Why It Matters:

Seamless integration between Metadata’s platform capabilities and advanced AI assistants to access real-time campaign data and execute marketing tasks through natural language interactions.

Bid Agent

Integrated Bid Agent for native campaigns directly into the Metadata platform, enabling users to optimize any LinkedIn campaign regardless of how it was launched. Users can now manage bid optimization for both Metadata-created and natively-launched campaigns from a single interface, streamlining campaign management and expanding optimization capabilities across all LinkedIn campaigns. Available for all Metadata Campaigns customers until 10/31/25 – speak with your Marketing Services Director if you’re interested in learning more.

Why It Matters:

Unified campaign optimization management, eliminating fragmented workflows between managing Metadata-launched campaigns and native campaigns through separate tools.

CAMPAIGNS

Native Structure Support for Campaigns

Users can now choose between two campaign structures in the Campaign Builder: “Precision Optimization 1x1x1” (Metadata’s signature approach) or “Platform-First Structure NxNxN” (traditional hierarchical setup that leverages native platform algorithms). Native structure is now enabled for all channels: LinkedIn, Meta, Google, Reddit.

Why It Matters:

Increased flexibility and control over campaign structures to align with diverse client preferences.

All About Metadata Campaign Structure Options

Edit Live Campaigns

Expanded Edit Live functionality includes editable LinkedIn LeadGen forms, Facebook ads editing (achieved through a custom workaround since Facebook lacks API support), and the ability to add/remove Facebook Ad Sets and Google Ad Groups after launch. All campaign elements (target groups, ads, offers, ad groups/ad sets) can be edited directly within Campaign Wizard and Experiment Detail Pages for streamlined campaign optimization.

Why It Matters:

Users can optimize campaigns without losing performance data or recreating campaigns from scratch, reducing time and effort in campaign management.

Edit Live Campaigns – What is possible and what is not currently

Campaign Migration (Google Ads, LinkedIn)

Introduced one-step campaign migration that automatically recreates target groups, ads, offers, and ad sets/ad groups in a single action. Users simply select a source campaign, and the platform generates a complete campaign draft with native structure that mirrors the original campaign architecture, eliminating manual reconstruction and reducing setup time from hours to seconds.

Why It Matters:

Streamlined way to recreate existing campaigns on different platforms or with different structures without manually rebuilding each component from scratch.

LinkedIn Message Ads

Users can now select “Message Ad” as a LinkedIn ad type, using the same unified interface as other ad formats. Message Ads integrate with all existing Metadata features including budget optimization, pacing, and campaign reporting, giving B2B clients access to LinkedIn’s highest-converting direct messaging format.

Why It Matters:

Enhanced campaign performance and reach through LinkedIn’s highest-converting B2B format, which consistently delivers better conversion rates than other LinkedIn ad types.

LEAD ENRICHMENT

Improved Lead Enrichment

Added additional automated data source for lead enrichment. Enriches leads based on LinkedIn URLs, which represents the majority of leads generated and processed by the platform.

Why It Matters:

Faster lead processing, reduced operational costs, and improved lead data coverage by automating enrichment before requiring manual intervention.

PLATFORM EXPERIENCE

Platform Reskin & Dark Theme

New reskin of application with a complete visual refresh of the interface. Introduced Dark Theme option for improved user experience during extended platform sessions.

Why It Matters:

Enhanced usability, reduced eye strain, and modern aesthetic aligned with industry standards.