Meta now calls Advantage+ shopping campaigns Advantage+ sales campaigns. They are a campaign type for ecommerce advertisers that uses Meta's automation to set up and run sales ads with fewer manual choices. Many advertisers still say "ASC" or "Advantage+ shopping", so both names appear in guides and searches.
The name change
Meta's developer documentation says that "Advantage+ sales and app campaigns are the updated, streamlined versions of Advantage+ shopping campaigns and Advantage+ app campaigns". It adds that sales campaigns "use the same automation features" as the older shopping campaigns.
So an older guide on ASC still describes the same idea, even where the menu labels have changed. When you build a new campaign today, look for the sales objective and its Advantage+ options.
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Try for Free ($0 Trial)What the automation covers
Meta says its most advanced AI optimizations are enabled when a sales campaign uses these four settings:
| Setting | What it does for you |
|---|---|
| Advantage+ campaign budget | Meta spreads the budget across ad sets, replacing the older campaign budget optimization name |
| Advantage+ audience | Meta looks for buyers beyond the targeting you suggest. See Advantage+ audience |
| Advantage+ placements | Meta chooses where ads appear across its apps. See ad placement |
| Advantage+ destination | Meta handles where the click can go |
Meta describes the goal as "easier campaign setup by removing the manual steps of ad creation". You still bring the creative, the offer and the budget. The system makes the audience and delivery choices.
New and existing customers
Meta's documentation says these campaigns support audience types "new (prospecting) and existing (retargeting)" for URL parameters, to give more context to the ad impressions. In practice this lets you tell apart sales from people who were new to you and sales from people who already knew you. That split matters, because a campaign that mostly reaches existing customers can look efficient while adding few new buyers.
Using them well
- Begin with a clean catalog and working Pixel events, since the campaign learns from your purchases.
- Give it varied creative. Several images and videos, with different angles, give the system more to test.
- Let it run before judging. Early swings are normal while delivery settles.
- Judge on revenue and cost. Look at return on ad spend and customer acquisition cost, not only clicks.
- Watch the new customer share, so you know how much of the result is growth and how much is retargeting.
They sit beside, not in place of, dynamic product ads: a sales campaign can show products from a catalog, but the ad format and the campaign are two separate things.
Example. A pet supplies store spends $2,000 in two weeks on one sales campaign and gets 80 purchases worth $7,000. The ROAS is 3.5 ($7,000 ÷ $2,000) and the cost per purchase is $25 ($2,000 ÷ 80). When the store splits the purchases, 32 came from people who had never bought, which is 40% of the total (32 ÷ 80). The owner keeps the campaign and adds new creative aimed at first-time buyers.
In Madgicx. The AI Marketer audits a Meta ad account, flags opportunities and prepares actions, and the advertiser chooses whether to approve them. Madgicx Cloud Tracking sends conversions to Meta from the server, because Meta's AI can only optimize on the conversions it can see.
FAQ
What are Advantage+ shopping campaigns?
They are Meta's automated campaigns for ecommerce sales. Meta now calls them Advantage+ sales campaigns, and they use Advantage+ budget, audience, placements and destination to set up and run ads with fewer manual steps.
What is the difference between ASC and Advantage+ sales campaigns?
The name. Meta's documentation calls sales campaigns the updated, streamlined versions of Advantage+ shopping campaigns, with the same automation features.
Do Advantage+ shopping campaigns need a catalog?
Not for every ad. A catalog lets the campaign show products from your store, and Meta turns product data on by default in a sales campaign when you have one.
Can I control targeting in an Advantage+ sales campaign?
Less than in a manual campaign. The audience setting is built to find buyers beyond your suggestions, so your main controls are the creative, the offer, the budget and the audience signals you provide.
How do I know if the campaign is finding new customers?
Look at the new and existing audience split in reporting, where it is available, and compare it with your own order data for first-time buyers.
Related
- Related terms: Dynamic product ads, Catalog, Advantage+ audience, Customer acquisition cost
- In depth: Advantage+ shopping campaigns explained
Sources
- Advantage+ campaign experience for sales, app and leads, Meta for Developers
- Meta Advantage+ sales campaigns, Meta for Business
- Audience type URL parameters, Meta for Developers
