About Advantage+ sales campaigns: what turns them on or off
Meta’s help article “About Advantage+ sales campaigns” only loads with JavaScript. Here it is in plain words, with the settings that turn Advantage+ on or off, from Meta’s help center as read on October 9, 2026.
On this page · 8 sections
- What are Advantage+ sales campaigns?
- Which three settings make a sales campaign Advantage+?
- What turns Advantage+ off in a sales campaign?
- How do you keep your limits without turning Advantage+ off?
- What are Meta’s best practices for Advantage+ sales campaigns?
- What are campaign score and opportunity score?
- Can you still run a manual sales campaign?
- How does Adwize work with Advantage+ sales campaigns?
Advantage+ sales campaigns are, in Meta’s words, the most efficient way for advertisers using the sales objective to drive online sales. Meta’s most advanced AI optimizations switch on when your sales campaign uses Advantage+ audience, Advantage+ placements and campaign budget together. Meta reports that advertisers using Advantage+ sales campaigns saw a 9% improvement in cost per conversion on average. When you choose the sales objective, Ads Manager starts you in the Advantage+ setup, and each section shows Advantage+ on or off. Narrowing your budget, audience or placements too far turns it off for that section, for example by using several ad sets without campaign budget or by excluding a placement. Account-level controls, such as a minimum age or blocked countries, do not change the Advantage+ state. Manual features remain available. Meta’s best practices: connect your first-party data, supply varied creative, use value tools and build audience segments for reporting.
TL;DR
- Advantage+ sales campaigns combine Advantage+ audience, Advantage+ placements and campaign budget in one sales campaign.
- Meta reports a 9% better cost per conversion on average for advertisers using them.
- Narrowing budget, audience or placements too far shows Advantage+ off for that section.
- Account-level controls keep your hard limits without turning Advantage+ off.
- Adwize prepares the campaign, shows each setting in plain words and waits for your approval.
What are Advantage+ sales campaigns?
They are sales objective campaigns that run with Meta’s Advantage+ setup. Meta calls them the most efficient way to drive online sales with that objective. Searching Meta’s help center for Advantage+ shopping campaigns now leads to this same page, About Advantage+ sales campaigns, so treat it as the current reference for that kind of campaign.
Meta Advantage+ itself is a suite of products that uses AI to optimize campaigns in real time and match ads to the people most likely to take action. A sales campaign gets Meta’s most advanced optimizations when it uses three of those products together.
Meta also reports a result: advertisers who used Advantage+ sales campaigns saw a 9% improvement in cost per conversion, on average. That is Meta’s figure, not a promise for your account.
Which three settings make a sales campaign Advantage+?
Audience, placements and budget. Meta enables its most advanced AI optimizations when your sales campaign uses Advantage+ audience, Advantage+ placements and campaign budget. Each of the three has its own section in Ads Manager, and each one shows Advantage+ on or Advantage+ off depending on what you choose.
Advantage+ audience lets Meta find people beyond your suggestions; our guide to Advantage+ audience covers it. Advantage+ placements lets Meta spread ads across its apps. Campaign budget lets Meta move money between ad sets; see how Advantage+ campaign budget splits spend.
Since the sales objective uses the Advantage+ setup, you no longer choose between a manual campaign and an Advantage+ campaign at the start. You start from the recommended setup and adjust from there.
- Advantage+ audience
- = Meta looks beyond your suggestions
- Advantage+ placements
- = Meta spreads ads across its apps
- Campaign budget
- = Meta moves money between ad sets
- All three together
- = Meta’s most advanced optimizations
What turns Advantage+ off in a sales campaign?
Narrowing a section too far. Meta’s rule is simple: if you restrict Budget, Audience or Placements beyond a point, that section shows Advantage+ off, and your campaign no longer benefits from all the AI optimizations. The label tells you, section by section, which choice switched it off.
For budget, Advantage+ stays on with campaign budget, whether you have one ad set or several, and with optional spending limits. It turns off if you run several ad sets without campaign budget.
For audience, it usually turns off if you use Further limit the reach of your ads and leave Use as a suggestion unchecked. For placements, it turns off if you exclude a placement in any ad set, or opt out of mobile or desktop devices.
| Section | Advantage+ on | Advantage+ off |
|---|---|---|
| Budget | Campaign budget, one or several ad sets | Several ad sets without campaign budget |
| Audience | Your settings used as suggestions | Further limit the reach, suggestion unchecked |
| Audience exceptions | Minimum age up to 25, excluded custom audience | Neither turns it off |
| Placements | Advantage+ placements | A placement excluded in any ad set |
| Devices | Mobile and desktop both kept | Mobile or desktop opted out |
| Account-level controls | No effect on the state | No effect on the state |
How do you keep your limits without turning Advantage+ off?
Use account-level controls. Meta says they do not affect a campaign’s Advantage+ state, and they suit businesses with constraints across the whole ad account, for example if you cannot show ads to people under a certain age or cannot ship products to some countries.
Inside the campaign, two audience changes are also safe. Meta says you can raise the minimum age up to 25, or exclude a custom audience, without turning Advantage+ off.
Example. A wine shop cannot sell to minors and only ships within the US. It sets an age control and the country in its account controls once. Its sales campaigns then keep Advantage+ audience on while respecting both limits.
What are Meta’s best practices for Advantage+ sales campaigns?
Meta lists four. Connect your first-party marketing data to Meta’s ad delivery system. Provide a wide variety of creative assets. Guide the automation toward the results your business cares about with value tools. And build audience segments, so reporting can break results down into new, engaged and existing audiences.
The first point usually means the Meta Pixel and the Conversions API, which Meta links from the same page. Our Conversions API guide explains what it sends and why it helps.
The second point is about volume and variety: more distinct images and videos give the system more options to match to different people. The fourth is about reading results, not targeting: segments label who bought, so you can tell new customers from returning ones.
- Connect first-party data: pixel and Conversions API
- Supply varied images and videos
- Guide results with value tools
- Build audience segments for reporting
What are campaign score and opportunity score?
Two Meta tools that suggest changes. Campaign score shows up while you draft: Meta says most campaigns now start in the recommended setup, where you may see a score of 100 with Advantage+ on, and you get personalized recommendations at the top right and in pop-ups as you build.
Opportunity score works on live accounts. When eligible, it surfaces experimentally proven Advantage+ sales campaign recommendations in near real time, so you can prioritize the ones that matter.
Meta adds a clear warning: an opportunity score, even a high one, does not reflect your actual or future performance and does not guarantee results. Treat it as a checklist, not a forecast.
Can you still run a manual sales campaign?
Yes. Meta says all manual campaign features are still available. If you narrow your settings, the campaign simply shows Advantage+ off in the sections you changed, and you keep full control of those choices. Nothing forces you to accept every recommendation in the Advantage+ setup.
Meta also notes that a campaign with Advantage+ off can still benefit if you keep the broadest settings you can and use other Advantage+ features, such as Advantage+ creative.
Some campaigns have fewer options. Meta warns that social issue, election or political campaigns and pharmaceutical campaigns may not have access to every Advantage+ feature, or may see a different experience.
How does Adwize work with Advantage+ sales campaigns?
Adwize prepares your Meta sales campaign from one sentence and shows you each setting in plain words before anything goes live: the budget, the audience, the placements, and which sections are Advantage+ on or off. You approve, edit or refuse. Nothing launches without your yes. See the Launch page.
Once the campaign runs, Adwize reads the results each day. If cost per purchase rises or one ad set takes most of the spend, it tells you in one sentence and proposes a change for your approval. See the Optimize page.
Adwize works with Meta ads only, on Facebook and Instagram, inside your own ad account. It uses the same Advantage+ settings as Ads Manager, with the same rules for on and off.
Frequently asked questions
Are Advantage+ sales campaigns the same as Advantage+ shopping campaigns?
Searching Meta’s help center for Advantage+ shopping campaigns today leads to the page About Advantage+ sales campaigns, which describes sales objective campaigns using Advantage+ audience, placements and campaign budget.
Why does my sales campaign show Advantage+ off?
One section is narrowed too far. Common causes from Meta’s page: several ad sets without campaign budget, a hard audience limit with Use as a suggestion unchecked, an excluded placement, or mobile or desktop opted out.
Can I exclude an age group without losing Advantage+?
Yes. Meta says you can raise the minimum age up to 25 inside the campaign, or use account-level controls, without changing the Advantage+ state.
Does a high opportunity score mean my campaign will perform?
No. Meta says opportunity score, including a high score, does not reflect actual or future performance and does not guarantee it. It only ranks recommendations.
Does Adwize switch my campaign to Advantage+ without asking?
No. Adwize shows you which sections are Advantage+ on or off before launch and proposes any change with the reason in one sentence. Nothing changes until you approve.
Sources
- Meta Business Help Center, About Advantage+ sales campaignsAccessed 10/09/2026
- Meta Business Help Center, About the Advantage+ campaign experienceAccessed 10/09/2026
- Meta Business Help Center, What turns Advantage+ on and Advantage+ offAccessed 10/09/2026
