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Glossary · Campaign types

What is Advantage+?

Also known as Advantage Plus.

Definition

Advantage+ is Meta's automated campaign framework, where the platform handles audience selection, placement and creative delivery with minimal manual targeting. The advertiser supplies the objective, budget, creative and conversion signal, and Meta's delivery system finds the buyers.

What to know

It works best with a clean conversion signal and several genuinely different creatives to choose between. Starved of either, automation has nothing to optimise toward.

The trade-off is visibility. You give up granular control and detailed audience reporting in exchange for delivery efficiency, which makes creative the main lever you still hold.

Related terms

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