What Is Meta Advantage+ and What Does It Include?

Advantage+ isn’t one product. Meta calls it a suite of products, with Advantage+ versions of the settings for who sees the ad, where it appears, how budget moves between ad sets and how the photos and videos in your ads are optimised. You can switch on one piece at a time, or use a campaign setup that applies it across the whole campaign.

What does Meta say Advantage+ does?

Meta describes Advantage+ as using AI to optimise campaigns in real time and match ads to the people most likely to take action. It lists three aims: responding to real-time data to help maximise business results, delivering the most effective ads across the widest audience, and delivering more relevant customer experiences. Meta says its latest Advantage+ models analyse millions of signals.

Which Advantage+ features are there?

Feature	What Meta says it does	Level
Advantage+ audience	Uses Meta’s AI to find your audience, from signals such as past conversions, pixel data and interactions with previous ads	Ad set
Advantage+ placements	Looks across available placements on Facebook, Messenger, Instagram, WhatsApp, Audience Network and Threads for the most efficient opportunities	Ad set
Advantage+ campaign budget	One campaign budget, distributed in real time to the ad sets with the best opportunities	Campaign
Advantage+ sales campaigns	Sales campaigns; Meta’s most advanced AI optimisations turn on when audience, placement and budget all use Advantage+	Campaign
Advantage+ app campaigns	App campaigns where Meta AI helps optimise bidding, audiences and placements	Campaign

Meta also calls these settings “audience with Advantage+ on”, “placements with Advantage+ on” and “budget with Advantage+ on”. Advantage+ creative, which Meta says optimises the photos and videos in your ads, is covered in its own entry.

When do you see the Advantage+ setup?

If you choose the Sales, App promotion or Leads objective, Meta shows the Advantage+ setup, which applies AI across the campaign. Meta is also rolling out a similar recommended setup for the Traffic, Awareness and Engagement objectives, where you may see a campaign score of 100 and Advantage+ on for some options.

Manual campaign features are all still available. Meta adds that even with Advantage+ off, a campaign can still benefit if you choose the broadest settings possible and use other Advantage+ features.

Who can’t use all of it?

Meta says campaigns about social issues, elections or politics, and pharmaceuticals campaigns, may not have access to all Advantage+ features. Special ad category campaigns may also see a different experience.

How do you decide whether to use it?

1. Check whether your objective is Sales, Leads or App promotion; those get the full Advantage+ setup.
2. Decide how much control you want to keep, for example over audience or placements.
3. Test it. Meta recommends A/B testing Advantage+ audience for almost all campaign types, except retargeting campaigns.
4. Judge campaign-budget campaigns at campaign level, since spend may not be split equally across ad sets.

FAQ

Can I still build campaigns manually?

Yes. Meta says manual campaign features are all still available alongside the Advantage+ setup. You can turn individual Advantage+ options off, and Meta notes a campaign can still benefit if you use the broadest settings possible and other Advantage+ features.

Is Advantage+ audience the same as broad targeting?

Meta’s own study treated them as equivalent. When it compared business-as-usual campaigns with and without Advantage+ audience, Meta excluded studies whose existing setup already used a broad audience or Advantage+ sales campaigns, because it said those setups are equivalent to Advantage+ audience.

Should I use Advantage+ audience or a full Advantage+ campaign?

For the Sales, Leads or App promotion objectives, Meta recommends its more complete Advantage+ campaigns, which apply AI across many steps. If you want AI to find your audience while still sharing what you know about your customers, without automating every step, Meta suggests Advantage+ audience on its own.