Why did Meta make this change?
If you want to turn Advantage+ Audience off, there’s a button at the bottom of the Audience section in the ad set. It previously read “Further limit the reach of your ads.”
But Meta changed it to read “I need a specific audience.”
Let’s take a closer look at what is changing and why…
Why Was This Change Made?
Before you get excited, there’s no indication that this changes anything functionally. All detailed targeting and lookalike audience inputs, for example, are only suggestions for most performance goals.
Something I’ve learned is that this kind of label change was made for a reason. It tells me that Meta may be planning to further develop this section.
But this feels like a section that Meta would want to discourage people from using. And if there’s a problem be solved where tighter targeting restrictions are needed, there are other options. You can use value rules for age, gender, and even custom audience delivery adjustments now.
So, what is Meta planning?
