Paid Media
Meta Advantage+ Shopping Campaigns
Quick definition
Meta's machine-learning-driven shopping campaign type that automates targeting, placements, and creative testing.
What it actually means
Advantage+ Shopping Campaigns, ASC, replaced traditional manual prospecting and retargeting splits for most DTC brands in 2023 to 2024. The campaign auto-blends prospecting and retargeting, optimizes across all placements, and dynamically tests creatives. Best practice: feed ASC a steady stream of creative variants, refresh audiences, and cap how much budget goes to existing customers. ASC can lower CAC versus a manual split when creative volume is sufficient.
Related terms
ROAS (Return on Ad Spend)
Revenue generated divided by ad spend. A 4x ROAS means $4 in revenue for every $1 spent.
CAPI (Meta Conversions API)
Server-side event tracking from your store to Meta, replacing browser pixel events lost to iOS privacy changes and ad blockers.
Google Shopping (Performance Max)
Google's automated shopping campaign type that places product ads across Search, Display, YouTube, Gmail, and Maps based on your feed.