Meta's GEM central ads model reports 18.9% conversion gain
Overview
Meta says its Generative Ads Model (GEM), a recommendation foundation model, delivered 18.9% conversion and 12% click-through rate improvements across its ad surfaces and objectives.
Meta's Engineering blog says the 2026 generation replaces separate per-app ad optimizations with one central model that learns from signals across Facebook, Instagram and other Meta ad platforms, jointly predicting clicks and conversions across all surfaces and advertiser objectives, from off-site conversions to mobile app installs.
The figures are Meta's own; the report does not include an independent measurement of the gains.
Written by AI from the articles below · updated Oct 13, 12:14 PM ET
Check the sources:
Article timeline
The articles in this story. Times are ET.
- Engineering at MetaOfficialMeta's GEM ads model adds 18.9% conversion gain across ad surfaces
AIMeta says its Generative Ads Model (GEM), a recommendation foundation model, delivered 18.9% conversion and 12% click-through rate improvements across its ad surfaces and objectives. The 2026 generation shifts from separate per-app optimizations to one central model that learns from signals across Facebook, Instagram, and other Meta ad platforms.
Heat trend
Not enough continuous observations to show a trend yet.