Performance Marketing News: 28 October 2026 Roundup
In short: On 28 October 2026 the main performance-marketing updates were Meta's next-generation Andromeda, Meta's indefinite delay of new commercial terms, Microsoft Advertising's October update (Conversions API, PMax insights, AI setup), Google Ads' All Conversions view, Shopify's Fall '26 Edition and developer changes, and Google's Connected Apps Platform preview.
- Meta: Andromeda upgrade is context, not a setting. New commercial terms are delayed indefinitely and existing terms apply.
- Microsoft: Conversions API is generally available, and PMax gains search-term and auction insights.
- Google: All Conversions view is rolling out, and the Connected Apps Platform preview opened.
- Shopify: a large Fall '26 Edition. WhatsApp recovery is the most relevant item for Indian stores.
Meta
Andromeda upgrade. Meta described a new mixture-of-experts, GPU-optimised ads retrieval system that can evaluate over a billion ads per second. There is no new setting. Differentiated creative and clean conversion signals matter. Read the full explanation.
Commercial terms delayed. Reuters reports Meta is delaying its proposed terms indefinitely after publisher objections. Existing terms stay in place. What to do now.
Microsoft Advertising
The Conversions API is generally available, and Performance Max has search-term and auction insights, with several controls still in pilot. Read the Conversions API checklist and the PMax update guide.
All Conversions view. An observed rollout under Goals that makes conversion audits faster. Audit checklist.
Connected Apps Platform. A US-focused preview for MCP and AppFunctions integrations in Search and Gemini. Not an ad product. Explained.
Shopify
- Fall '26 Edition: what Indian merchants can use
- WhatsApp abandoned-cart recovery for India
- /buy links for faster checkout journeys
- App events, checkout events and Flow AI agents
Also worth a look
JioHotstar launched shoppable StreamToCart ads with Instamart on 27 October. See what brands should check first. For what happened the day before, read our 27 October roundup.
Your to-do list
- Check Meta notices for terms updates, and do nothing yet.
- If you use Microsoft Advertising, review search terms and consider server-side conversions.
- Audit your Google Ads conversion actions.
- If you sell on Shopify, plan a WhatsApp recovery flow with proper consent.
Want these checked in your own accounts? Request a free account review.
Sources
- Meta Andromeda next-gen ads retrieval · Meta Engineering
- Meta delays indefinitely its rollout of new commercial terms · Reuters
- What's new in Microsoft Advertising this October · Microsoft Advertising
- Google Ads adds "All conversions" tab · Search Engine Land
- Shopify Fall '26 Edition · Shopify
- Connected Apps: one place to build for Search and Gemini · Google
Facts in this article come from the sources above, checked on 29 October 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.