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Targeting

Should I use Advantage+ Audience or interests/lookalikes?

Advantage+ Audience is Meta's automated targeting that uses your inputs as suggestions and expands beyond them when the algorithm finds better conversion opportunities. For most accounts with clean conversion history, it outperforms manual interest and lookalike targeting.

What this means

Advantage+ Audience is Meta's automated targeting that uses your inputs as suggestions and expands beyond them when the algorithm finds better conversion opportunities.

Quick steps
  1. Check monthly conversion volume (below 50 limits expansion signal)
  2. Check pixel and CAPI Event Match Quality (below 5 degrades automation)
  3. Assess ICP size: above 100k people suits expansion, below 5k needs manual
  4. For B2B with narrow ICP: use manual targeting with precise filters
  5. To test: run both in parallel for 14 days, compare CPA not CTR

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