Advantage+ spans full campaign types — Advantage+ sales, app, and leads campaigns — and individual features you can switch on within a campaign: Advantage+ audience, Advantage+ placements, Advantage+ creative, Advantage+ catalog ads, and Advantage campaign budget. Instead of building detailed manual targeting, you provide creative, a budget, and a goal, and Meta's machine learning finds the people most likely to convert.
Meta has steadily made Advantage+ the default way to advertise, and it shines when you have a proven offer, clean conversion data via the Conversions API, and a steady supply of fresh creative. For new accounts, regulated categories, or precise tests, retaining some manual controls can still be the better choice.
Example
An online store runs an Advantage+ sales campaign that automatically tests creative and audiences to scale purchases at a target return.
How Sloss Digital uses it
We use Advantage+ to scale proven offers efficiently, feeding it accurate server-side data and a constant flow of fresh creative while keeping strategy in human hands.