With Advantage+ audience, Meta starts from your suggestions — a custom audience of past customers, interests, or a demographic range — and expands beyond them whenever it predicts better results. You can still set firm controls where they matter, such as location, minimum age, and audience exclusions. It has largely replaced older options like detailed targeting expansion and lookalike expansion.
This reflects a broader shift on Meta: the delivery system usually knows more about who will convert than manually stacked interests do, so the creative and the conversion signal do most of the targeting work. Advantage+ audience performs best with strong creative and accurate conversion tracking.
Example
A gym provides its member list as an audience suggestion, sets its city as a location control, and lets Advantage+ audience find similar people throughout the metro.
How Sloss Digital uses it
We use Advantage+ audience as our default for prospecting, keeping hard controls only where the business requires them — like service area and age limits.