What are Advantage+ sales campaigns?

Advantage+ shopping campaigns were a separate campaign type with its own setup, one ad set per campaign and an optional cap on spend reaching existing customers. In February 2025 Meta said it was testing a streamlined setup so advertisers no longer had to choose between a manual campaign and an Advantage+ shopping campaign. It also said it would rename the product Advantage+ sales campaigns to reflect the wider range of advertisers who could use it.

Ads Manager now works this way for most campaigns. Choosing the sales, app promotion or leads objective opens the Advantage+ setup with Advantage+ shown as on. Meta's own April 2025 post for advertisers already called them Advantage+ sales campaigns, formerly Advantage+ shopping campaigns.

Meta's developer documentation sets out the end of the old type. From version 25.0 of the Marketing API, no API version can create a new Advantage+ shopping campaign, and from version 26.0 every legacy one is blocked from edits. Meta describes Advantage+ sales campaigns as the updated, streamlined version of Advantage+ shopping campaigns. They use the same automation, can have more than one ad set and support more conversion locations. The existing customer budget cap did not carry over.

A sales campaign shows Advantage+ on only when three settings meet Meta's conditions at the same time. If any one fails, Ads Manager shows Advantage+ off for that section, and Meta says the campaign no longer gets all of its AI optimisations.

• Budget. The campaign uses campaign budget, also called Advantage+ campaign budget, with one or more ad sets. Optional ad set spending limits keep Advantage+ on. Several ad sets with their own budgets turn it off.

• Audience. The campaign uses Advantage+ audience. Age, gender, detailed targeting and custom audiences can be added as suggestions. Raising the minimum age as high as 25 or excluding a custom audience keeps Advantage+ on, while turning a suggestion into a hard limit usually turns it off.

• Placements. The campaign uses Advantage+ placements. Excluding a placement in any ad set, or opting out of mobile or desktop devices, turns it off.

Account-level controls do not change a campaign's Advantage+ state. A business that can never show ads to people under a certain age, or cannot ship to some countries, can set that once for the ad account and still run Advantage+ campaigns. Meta's developer guide also allows location targeting inside an Advantage+ campaign.

With all three settings on, Meta's systems make decisions that advertisers used to make in each ad set.

• Who sees the ads. Advantage+ audience uses signals such as past conversions, Meta pixel data and interactions with previous ads to find people likely to act. Suggestions tell it where to start, and it can deliver beyond them when it predicts better results.

• Where the ads appear. With Advantage+ placements and no exclusions, every available placement is eligible.

• How the budget is split. Advantage+ campaign budget sets one budget for the campaign and moves it in real time toward the ad sets with the best opportunities. It may spend most of the budget on one ad set, so Meta says to judge results at campaign level.

Two other automated decisions apply to manual campaigns too. Meta bids on the advertiser's behalf in every auction, within a maximum when the advertiser sets a bid cap, and it chooses which ad in an ad set each person sees. Neither is what makes a campaign Advantage+.

Meta reports results for the package. Its help centre says advertisers using Advantage+ sales campaigns saw a 9% improvement in cost per conversion on average. It says Advantage+ audience on its own gave 7.2% lower cost per result for the sales and app promotion objectives. These are Meta's averages, not guarantees.

Automation covers the audience, the placements and the budget split. The rest of the campaign is still set by the advertiser, and Meta's own best practices point to most of it:

• The conversion event and conversion location, such as purchases on a website.

• The budget amount and the bid strategy. Meta's developer guide recommends highest volume and also supports cost per result goal, ROAS goal and bid cap.

• The creative. Meta advises supplying a wide variety of diverse creative assets, and those ads are what the automation chooses between.

• Hard audience limits, through audience controls for location, minimum age, custom audience exclusions and language.

• The data that feeds delivery. Meta recommends connecting first-party data through the Meta pixel and the Conversions API.

• Value rules and audience segments, which tell Meta which results matter more and split reporting into new, engaged and existing customers.

With audience, placements and budget split automated, creative is the largest input the advertiser still chooses. Meta's case for creative diversity is that a wider range of ads gives its system more options to match to different people.

Both campaign types use the sales objective and compete in the same auctions. The difference is how many decisions the advertiser hands to Meta.

Meta keeps every manual feature available. It says a campaign showing Advantage+ off can still benefit from the broadest settings possible and from individual Advantage+ features.

A manual sales campaign suits cases where a hard limit matters more than Meta's predicted best result.

• Retargeting. Meta does not recommend Advantage+ audience for retargeting campaigns, which need to stay inside a defined group of past visitors or customers.

• Restricted categories. Campaigns about social issues, elections or politics, and pharmaceutical campaigns, may not have access to every Advantage+ feature.

• Strict audience or placement rules, such as an audience that must stay within one gender, or a creative built for a single placement.

• Controlled tests, where each ad set needs a fixed budget so results compare fairly. The article on how creative testing works on Meta covers why.

Moving between types has a cost. Meta's developer documentation says that migrating an old Advantage+ shopping campaign into the new structure forces it back into the learning phase, with no workaround.