Process Flow
Animated overview of the full workflow
TL;DR
Advantage+ Audience is Meta's AI-driven targeting that replaces traditional detailed targeting. Instead of manually selecting interests and behaviours, you provide optional 'audience suggestions' and let Meta's algorithm find the best audience. It can target beyond your suggestions, using signal data from your pixel, conversion history, and ad engagement. Best for accounts with mature pixel data. For new accounts with no conversion history, manual targeting may still give more predictable results.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
How It Works
Traditional targeting: you define exactly who sees your ads (age, location, interests). Advantage+ Audience: you provide signals (custom audiences, interests) as suggestions, but Meta can go broader if it finds better-performing segments outside your suggestions.
- 2
When to Use
Advantage+ Audience works best when your pixel has significant conversion data (100+ conversions per month), you have strong custom audience seeds (customer lists, website visitors), and you are using Conversions or Sales objectives where Meta can optimise for real outcomes.
- 3
Setup
In your ad set, switch from original audience to Advantage+ Audience. Add audience suggestions: custom audiences, lookalike audiences, interests, or demographics. Set location and age/gender constraints. These constraints are respected; everything else is a suggestion.
- 4
Performance Expectations
Advantage+ often reaches audiences you would not have targeted manually. It may show your ads to different demographics or interest groups than expected. Judge by results (CPA, ROAS) rather than audience composition. Let it run for at least 7 days before evaluating.
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