We have rolled out significant enhancements to XR Social, making it easier than ever to configure, target, and activate social ad campaigns directly within the XR platform. With expanded Meta objectives, rich carousel creative support, streamlined targeting across top social networks, and in-platform activation controls, you can now manage end-to-end social workflows without relying on manual adjustments in downstream platforms.
Highlights
- Expanded Meta Campaign Objectives — Full support for Engagement, Leads, App Promotion, and Sales objectives in addition to existing Awareness and Traffic campaign objectives.
- Meta Carousel Ad Units — Create and configure carousel ad units featuring between 2 and 10 image or video cards.
- Streamlined Social Targeting — Set up platform-specific targeting natively for Meta, TikTok, and Snapchat with integrated audience size previews.
- Direct Campaign Activation & Controls — Launch, pause, resume, and stop social campaigns, placements, and ad units directly inside XR.
Key Capabilities
1. Additional Meta Campaign Objectives
Extend campaign configuration beyond standard brand awareness with four new Meta objective options:
- Engagement — Drive interactions, comments, shares, and post engagement.
- Leads — Collect leads and prospect information directly via social campaigns.
- App Promotion — Encourage app installs and in-app actions.
- Sales — Optimize campaigns for online conversions, catalog sales, and purchases.
2. Meta Carousel Ad Units
- Configure multi-card carousel units consisting of 2 to 10 display (image) and/or video ads.
- Set up cards and creative sequencing directly inside the XR media plan workflow.
3. Partner Targeting (Meta, TikTok & Snapchat)
- Configure publisher-specific targeting rules directly on the Targeting tab of the XR campaign creation tool.
- Because each platform supports different criteria, targeting is configured separately for each publisher's placements and pushed directly to the platform for delivery.
- Use the Check Audience tool to estimate audience size and reach before trafficking.
4. Direct In-Platform Activation & Pause Controls
Manage live operational status from XR across media plans, placements, and individual ad units:
- Activate — Push campaigns live to downstream platforms.
- Pause — Temporarily pause live delivery.
How to Set Up Social Campaigns with the New Features
- Create a Social Media Plan
- Open or create a media plan and select your target platform and campaign objective (including the new Meta options: Engagement, Leads, App Promotion, or Sales).
- Build Your Creatives & Carousels
- Navigate to the Creatives tab.
- Click Create and Add Carousel Set to build and order a 2–10 card image or video carousel unit.
- Configure Social Targeting
- Go to the Targeting tab.
- Select the publisher placement (Meta, TikTok, or Snapchat) and define your targeting parameters.
- Click Check audience to preview your expected audience size.
- Traffic and Activate
- Traffic your media plan. Upon trafficking, all social campaigns, placements, and ad units are placed in a Paused state by default.
- When ready to launch, toggle the status switch to Active in XR to push the active status to the destination social platforms.
Other Ways to Manage Social Setups
- Media Plan Imports — Configure social campaigns and targeting rules in bulk using standard spreadsheet imports.
- Public API — Add social media plans by API.
How Status & Activation Rules Work
- Default Trafficked Status — All newly trafficked social items start in a paused state to give you full control over launch timing.
- Granular Controls — You can update status toggles at the media plan, placement, or individual ad unit level. Changes then push to the social platforms.