What are Advantage+ sales campaigns?
What does it take off your hands?
In a manual campaign, you choose who to target, which ads go where and how the budget is split. In this campaign type, Meta's system makes most of those calls.
Advantage+ shopping campaigns or sales campaigns?
Meta has used more than one name. Its 2024 developer post is titled "Advantage+ Shopping Campaigns: Automated E-commerce Advertising"1. Its 2025 post, on the "Advantage+ campaign experience for sales and app", mentions both "Advantage+ sales campaigns" and "Advantage+ shopping campaign (ASC)"2. Neither post announces a rename in so many words, so go by the name your Ads Manager shows. "ASC" is the older abbreviation; you will mostly meet it in older reports and in the API.
The same 2025 post says the existing customer budget cap will be deprecated together with the ASC API2. The name says what it was for: a cap on budget spent on people who already buy from you.
What does the automation not tell you?
Meta's developer blog states results for the campaign type1. The post gives no method for them, so treat them as Meta's claims, not a forecast for your shop.
The check that matters is simpler. Who is buying? If much of the spend reaches existing customers, the ads may be collecting credit for sales that would have happened anyway. That is cannibalisation, and the platform's own figures cannot rule it out. Only a comparison with a control group can.
Example (illustrative). The campaign shows 4,000 in revenue on 1,000 of spend, a ROAS of 4.0. If half of that revenue came from customers who were already coming back, the ads added far less than 4,000. The campaign looks efficient. Without a control, you cannot tell.
Our view: hand over the levers once you know how much of the result comes from new customers, not before.
Easily confused with
Advantage+ sales campaigns vs Advantage+ shopping campaigns
The name in Meta's 2024 developer post and in the API ("ASC")1.
Advantage+ sales campaigns vs Andromeda
Meta's retrieval system for ad recommendation. A system, not a campaign type.
Advantage+ sales campaigns vs Performance Max
A goal-based Google Ads campaign type. Different platform, different rules.
Advantage+ sales campaigns vs Incremental attribution (Meta)
An ad set attribution option that optimises delivery for conversions Meta's model predicts were caused by the ads. It is a setting, not a campaign type.
FAQ
Is this the same as Advantage+ shopping campaigns?
Both names describe Meta's automated sales campaign. Meta's 2025 developer post uses them side by side and does not spell out a rename2. What matters more is what the campaign automates and who it reaches.
Should I use Advantage+ or manual campaigns?
It depends on how much control you need to keep. We compare the trade in Advantage+ vs manual campaigns.
Does a good ROAS in Advantage+ prove it is working?
No. A platform-reported ROAS is revenue credited to ads. It does not show what you would have sold without them.
Let’s find what’s actually working.
Next step. Check what your platform ROAS looks like against your margin. Use the Is your ROAS real? calculator.