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Advantage+ sales campaign (Meta)

An Advantage+ sales campaign is a Meta sales campaign in which Meta picks the audience, placements and budget split; it replaced Advantage+ shopping campaigns.

How it works

A sales campaign is Advantage+ when three settings are on together:

  • Advantage+ campaign budget, set at campaign level.
  • Advantage+ audience, which lets the system look beyond the audience you describe.
  • Advantage+ placements, with no placements limited or excluded in the campaign.

Turn any of them off, and it becomes an ordinary manual sales campaign.

Meta introduced this setup in June 2025 as the updated version of Advantage+ shopping campaigns (ASC), with the same automation. From Marketing API v25.0, you can no longer create new ASC campaigns, and v26.0 blocks edits to the remaining ones.

ASC could cap the share of budget spent on existing customers. Meta’s developer documentation says the API field for this cap is not available for new Advantage+ campaigns. Instead, it describes two ad sets: one for existing customers with a daily spend limit, and a copy that excludes them. Setting this up for a store: Meta Advantage+ sales campaigns.

Example

Example store, not client data.

The tableware shop spends 300 a day on Meta and wants no more than 20% of it on people who have already bought. Ad set A targets its customer list with a daily spend limit of 300 × 0.2 = 60. Ad set B excludes that list, so the other 300 − 60 = 240 (80%) is left for people who haven’t bought yet.

Not to be confused with

  • Performance Max — Google’s counterpart: one campaign that Google spreads across its own channels. Its retail version runs on products from a linked Merchant Center account. Advantage+ runs only across Meta’s placements.
  • Catalog ads — an ad format that shows products from the shop’s catalogue, which Meta calls Advantage+ catalog ads. Despite the shared name, a manual campaign can run them too.

Right and wrong readings

  • Wrong: “With Advantage+ audience, Meta ignores all our targeting.” Right: Meta doesn’t expand location, minimum age, language or custom audience exclusions.
  • Wrong: “We excluded two placements and still have an Advantage+ campaign.” Right: Placement limits in the campaign take it out of Advantage+; account-level exclusions don’t.

Sources