Meta Ads Tips and Tricks

Turn off Meta's default Advantage+ Audiences in ad sets

Meta automatically applies Advantage+ settings to ad sets and audiences, which allows Facebook to expand beyond your selected audience and determine who it believes is most likely to respond to your ads.

When testing Untitled Audiences, especially against existing Meta-derived audiences, we recommend disabling Advantage+ at the ad set level. This ensures the Untitled ad set is targeting only the audience built from your selected filtering criteria, rather than allowing Meta to expand or modify that audience.

If you’re using an Untitled Intent Topic Audience, you should always disable Advantage+ audience settings.

The common trait within these audiences is the intent signal itself: open-web content consumption and research related to a specific topic. That signal is used by Untitled to build the audience, but it is not passed to Meta when the audience is synced to Facebook Ads. As a result, Meta’s Advantage+ system cannot understand or accurately model the behavior that qualified someone for the audience in the first place.

Allowing Meta to expand the audience will therefore dilute the intent signal you specifically selected.

Step 1

During campaign setup, in the ad set portion, look for the Advantage+ audience section and click Further limit the reach of your ads.

Step 2

A new popup will open. Select Further limit the reach of your ads. Click Continue.

"Further limit the reach of your ads" can sound a little intimidating the first time you disable Advantage+, but Meta is simply asking you to confirm that you understand the audience you’re targeting and that the audience size is appropriate for your campaign budget.

Step 3

With the Advantage+ audience settings now turned off, locate the Custom audience section and search for your Untitled audience under Customer List Do NOT select the checkbox, Use as a suggestion. Keep this unchecked to ensure you’re only targeting those within your Custom Audience.