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The Marketer’s Guide to Meta Omni Ads (and Why They Matter Now)
Introduction: Meta Omni Ads
For today’s CPG and durables brands, the customer journey isn’t linear. It moves between Instagram, Amazon, TikTok, Target, Google, and your website. Yet, most paid social campaigns still only optimize for website purchases. That makes no sense for brands that sell the majority of their products through retail or third-party channels.
That’s the problem Meta Omni Ads were created to solve.
In April 2025, Meta launched this groundbreaking new ad format that helps brands bridge this gap. It's a smarter way to make your media budget work harder, giving brands a way to optimize for total sales — not just DTC conversions.
Think of Omni Ads as the new standard for brands with true omnichannel distribution. They help Meta understand the real impact your campaigns are having in retail, and not just on your website.
What Exactly Are Meta Omni Ads?
Meta Omni Ads are a new campaign type that lets you simultaneously optimize your ads for website purchases and in-store/retail purchases.
Instead of Meta’s algorithm trying to learn from only a small slice of your customers (the ones who buy online), Omni Ads gives Meta a fuller picture of who is buying and where.
This unlocks a few important capabilities:
- Meta can optimize toward total revenue, not just e-commerce.
- Your ads can highlight nearby stores that carry your products.
- Meta can identify people who are likely to buy your product in-store, even if they've never purchased from your website.
It’s the first time brands can truly tell Meta: “Don’t just bring me DTC buyers. Bring me all buyers.”
How Do Meta Omni Ads Benefit Your Brand?
You get credit for the sales you were already driving
Most brands know their Meta ads influence in-store sales, they just can’t see it. Omni Ads finally closes that gap.
Now, when a shopper sees your Instagram ad and then picks up your product at Target or Walmart, Meta can count that sale toward your results.
The algorithm gets smarter — and your ads work harder
When Meta only sees website purchases, you’re training the algorithm on a fraction of your customer base.
With Omni Ads, Meta learns from everyone buying your products. That means:
- Better targeting
- Cheaper reach
- Lower customer acquisition costs
- Higher return on ad spend
You’ll almost always see a lift in ROAS
Because Meta is optimizing against a larger set of real purchases — those from your website and those happening in-store — the algorithm becomes more accurate and more efficient. More attributed conversions flow into the same spend, improving overall ROAS. This is one of the biggest advantages of Omni Ads: they let you measure and optimize toward all the revenue your Meta campaigns are driving, not just the small slice from e-commerce.
Your strategy finally matches how people actually shop
Your customers don’t think “DTC vs Retail,” they think “Where can I buy this right now?”
Omni Ads let your media strategy reflect real-world behavior, which builds a more natural path from discovery to purchase.
How Do Meta Omni Ads Make Your Marketing Smarter?
Switching to Omni Ads signals to your team (and your retail partners) that your marketing is maturing.
- Optimizing for business outcomes, not channel outcomes: Most CPG/durables brands make the mistake of optimizing campaigns for the smallest piece of their revenue (their website). Omni Ads correct that.
- Giving Meta better data to work with: When Meta has more signals, performance goes up. It’s that simple.
- Running modern marketing: Brands that embrace Omni Ads instantly look more sophisticated to their CFO, leadership team, and major retailers. You’re aligning marketing with the channels that drive the bulk of your revenue, not just DTC.
How to Use Meta Omni Ads
Here’s the simplest way to think about it:
Step 1: Tell Meta you want to optimize for both online and in-store sales
Select the “Website and In-Store” optimization option when setting up your Sales campaign. That’s what officially creates an Omni Ad.
Step 2: Make sure Meta can actually receive those offline sales
Meta needs proof of in-store purchases so the algorithm can learn from them. This is where many brands struggle, because retailers don’t share customer-level purchase data.
(See the last section about how we solve this.)
Step 3: Run campaigns as usual
You don’t need new creative. You don’t need new audiences. Your best-performing online creative will likely perform well offline, too.
Step 4: Watch performance improve
Expect to see:
- Lower CPMs
- Better targeting
- More efficient CAC
- Stronger ROAS
- A fuller picture of your total sales impact
It’s a simple shift with outsized results.
How Brij Makes Omni Ads Even More Powerful
Meta Omni Ads are strongest when Meta can see your offline customers. For most brands, that visibility doesn’t exist — retailers don’t pass back customer data, and marketplace purchases remain anonymous. Brij closes that gap.
When someone scans your product’s QR code, registers their warranty, enters a sweepstakes, or engages with any Brij experience, we capture first-party data from that retail shopper and send it to Meta as a verified offline purchase. Meta treats that event just like a DTC conversion, which means it can attribute it, learn from it, and optimize against it.
The impact is immediate and long-term. You finally get credit for retail conversions your Meta ads were already driving, which improves ROAS reporting and gives you a fuller picture of campaign performance.
And, as more retail buyers flow into Meta, the algorithm becomes smarter — discovering new audience segments, expanding reach, and reducing CPMs as it learns who your highest-value shoppers actually are.
For brands with deep retail distribution, even capturing a small percentage of those offline buyers unlocks a dramatically larger data set. Meta can target with greater accuracy, optimize holistically, and deliver more efficient growth across every channel.
In short: Brij gives Meta the offline data it needs to power true Omnichannel optimization, making every dollar you spend work harder.
Conclusion: Meta Omni Ads Are a Major Shift in Omnichannel Marketing
Meta Omni Ads represent one of the biggest shifts in paid social in years. For CPG and durable goods brands sold across retail, marketplaces, and DTC, they’re no longer optional; they’re the new baseline.
With Brij powering the offline data behind the scenes, you unlock the full potential of Meta’s omnichannel optimization, leading to smarter spend, stronger ROAS, and faster growth across every channel.
If you’re ready to move from siloed DTC optimization to true omnichannel performance, Meta Omni Ads — and the right offline data infrastructure — are your path forward.
