Advantage+ campaigns promised simplicity: hand Meta the budget and the creative, and let automation handle targeting. A year in, the results are genuinely mixed, not uniformly good or bad.
Where it worked
Accounts with high creative volume and clean conversion data saw real efficiency gains — automation found pockets of demand manual targeting missed.
Where it didn’t
Accounts with thin creative libraries or noisy conversion events saw CPA volatility that was hard to diagnose, because Advantage+ reporting obscures the targeting logic by design.