Advantage+

Advantage+ is Meta's AI-driven campaign type. You upload multiple creatives and optionally a loose audience suggestion; Meta's algorithm then automates audience selection, placement, creative pairing, and delivery optimization in one bundled campaign.

In 2026, Advantage+ Shopping Campaigns (ASC) are often the default scaling format for ecommerce. They outperform traditional manual campaigns when: (1) you have enough purchase data (50+ purchases/week at the account level) to train the algorithm well, and (2) you're feeding it a steady stream of new creative.

The main Advantage+ trade-off is visibility and control. You see less about why something works, and you can't easily layer custom audience logic. That's fine when it's winning; frustrating when it stops working and you're diagnosing.