How does an Advantage+ shopping campaign work?
It is Meta's automated way to run sales campaigns: you supply the ads, the budget and the goal, and Meta's system decides who sees which ad and where. Meta has since renamed it — in Ads Manager you'll now find it as an Advantage+ sales campaign.
ShoaibUpdated 4 min read
What does Meta decide for me?
Meta describes Advantage+ as removing the manual steps of ad setup so the system can optimise in real time. It takes over:
| Decision | Who makes it |
|---|---|
| Who sees the ad | Meta |
| Which ad each person sees | Meta |
| Where it shows (feed, Reels, Stories) | Meta |
| How budget moves between ads | Meta |
| What you're selling and the offer | You |
| The creatives and the copy | You |
| The total budget and the goal | You |
Meta says the most advanced optimisations switch on when the campaign uses Advantage+ audience, Advantage+ campaign budget, Advantage+ placements and Advantage+ destination together.
When is it worth using?
- You sell products online and have a working pixel or catalogue
- You have several different creatives to give it — it needs choices to make
- You're spending enough for the system to learn; see how much budget to start with
When is it the wrong tool?
When you have one ad, a tiny budget, or no purchase tracking. Automation can only pick between options you give it. If you sell a service and collect enquiries instead of sales, a normal lead campaign usually fits better — see what lead generation is.
How do I judge it fairly?
By cost per purchase and ROAS, over at least a couple of weeks. Meta publishes an average improvement figure for these campaigns, but your own before-and-after is the only number that matters for your store.
Want your store's campaigns set up and judged properly? See our Meta Ads service.