Advantage+ is Meta's suite of AI-driven automation features that hand audience, placement, budget, and creative decisions to the algorithm. Advantage+ sales (formerly Advantage+ shopping) and Advantage+ audience are the most common forms.
What it automates
Advantage+ features remove manual levers in exchange for machine optimization. Advantage+ audience treats your targeting as a suggestion and looks beyond it; Advantage+ placements spreads delivery across all surfaces; Advantage+ sales campaigns automate most of the setup for conversion goals. The trade is control for reach and speed.
When it is the right call
Automation works best with clean conversion signal and enough volume to learn from. With a strong pixel and Conversions API feeding it, Advantage+ often beats hand-built targeting. On thin data or a niche audience, the freedom to roam can waste budget, so it is not a default for every account.