What Are Advantage+ Sales Campaigns on Meta?

An Advantage+ sales campaign is what a sales campaign becomes when Advantage+ is on for its budget, audience and placements together. Meta’s help centre calls it the most efficient way for advertisers using the sales objective to drive online sales, and says its most advanced AI optimizations are enabled in that state. The name replaces Advantage+ shopping campaigns, which Meta is phasing out in its API.

What happened to Advantage+ shopping campaigns?

Meta’s Marketing API documentation describes Advantage+ sales campaigns as “the updated, streamlined versions of Advantage+ shopping campaigns”. It sets out the retirement of the old API in two steps:

API version	What changes
v25.0	The Advantage+ shopping campaign API with smart_promotion_type=AUTOMATED_SHOPPING_ADS can no longer be used to create campaigns
v26.0	All legacy ASC and AAC campaigns (Meta’s abbreviations) are blocked from edits

One feature did not carry over. Meta says the existing customer budget cap, which let Advantage+ sales campaign advertisers cap the share of budget spent on existing customers, is no longer available.

What makes a campaign an Advantage+ sales campaign?

Per the developer documentation, a campaign must have its budget, audience and placement Advantage+ states all enabled. When it does, the API reports advantage_state as ADVANTAGE_PLUS_SALES and Ads Manager shows “Advantage+ sales campaign ‘ON’”. In Ads Manager terms, these choices keep Advantage+ on or turn it off:

Setting	Keeps Advantage+ on	Turns Advantage+ off
Budget	Campaign budget, with one or more ad sets, including optional spending limits	Several ad sets without a campaign budget
Audience	Audience suggestions, a minimum age up to 25, or a custom audience exclusion	Usually off if you further limit the audience with “use as a suggestion” unchecked
Placements	Advantage+ placements	Excluding placements in any ad set, or opting out of mobile or desktop

Meta says campaigns about social issues, elections or politics, and pharmaceutical campaigns, may not have access to all Advantage+ features.

What does Meta recommend for these campaigns?

Meta lists four best practices:

• Connect your first-party marketing data to Meta’s ads delivery systems.
• Provide a wide variety of diverse creative assets.
• Use value tools to guide automation toward the results your business cares about.
• Build audience segments so reports can break results down for new, engaged or existing audiences.

How do you keep spend off existing customers now?

Meta’s replacement for the old cap is a manual setup:

1. Create a new campaign and choose Campaign budget as the budget strategy.
2. Set a daily or lifetime campaign budget.
3. Open Show more controls under Audience and add a custom audience exclusion for your existing customers.
4. Choose your ad creative and select Publish.

To cap rather than block existing-customer spend, Meta describes a two-ad-set version: one ad set targets existing customers with a maximum spend limit, and a duplicate excludes them.

FAQ

Are Advantage+ sales campaigns the same as Advantage+ shopping campaigns?

They are the successor. Meta’s developer documentation calls Advantage+ sales campaigns the updated, streamlined versions of Advantage+ shopping campaigns. From API v25.0, new shopping campaigns can no longer be created through the old setting, and v26.0 blocks edits to legacy shopping campaigns.

Do I lose Advantage+ if I add a spending limit to an ad set?

No. Meta says Advantage+ stays on when you select campaign budget as the budget strategy, with single or multiple ad sets, and use optional spending limits. It turns off if your campaign has multiple ad sets and does not use a campaign budget.

Which objectives get the Advantage+ setup?

Meta shows the Advantage+ setup when you choose the sales, app promotion or leads objective. Advantage+ sales campaigns are the sales-objective version. Manual campaign features remain available, and Meta notes a campaign showing Advantage+ off can still use other Advantage+ features.