Advantage+ Shopping: how to use it without losing control of the test
Rafael Mendes · 2026-10-07
Meta's Advantage+ Shopping Campaign (ASC) is a powerful tool, but you need to understand its nuances so you don't lose control of the test. Let's get into the details.
What asc does under the hood
ASC combines different audience types in your campaigns: cold, warm, and retargeting. The idea is to maximize reach without leaving out people who have already interacted with your brand. It uses algorithms to identify which users are most likely to convert, mixing these audiences to optimize performance. That means that while it's looking for new customers, it's also tapping into the potential of people who've already shown interest.
Existing customer cap and why to set it
It's essential to set a limit (cap) for existing customers within ASC. This keeps the campaign from cannibalizing sales generated by your retargeting efforts. If you don't set this cap, you could end up spending your budget on users who are already familiar with your brand instead of focusing on new leads. A good practice is to cap it at 20% of your total audience to avoid saturation.
When asc outperforms manual
ASC stands out in specific situations: when you have a validated catalog and an average of 50 or more purchases per week. That's because with a considerable amount of data, the algorithm can optimize delivery better and achieve results that a manual campaign often can't. If you're at that level, it's time to consider ASC as your primary strategy.
Ideal structure
To make sure you don't lose control, the best structure includes: 1 Advantage+ Shopping campaign and 1 manual campaign focused on creative testing. The manual campaign should be used to test different creatives and targeting, while ASC handles sales at scale. This keeps you in control of what's working and what's not, so you can make quick adjustments.
Signs asc is cannibalizing retargeting
Watch for a few signs that ASC may be cannibalizing your retargeting campaigns:
- Drop in sales attributed to retargeting: if you notice a significant decrease in conversions coming from retargeting, ASC may be diverting the traffic.
- Increase in retargeting CPA: if the CPA of your retargeting campaigns starts going up for no clear reason, that could be a sign.
- Decrease in retargeting ROI: if the ROI of your retargeting campaigns is dropping, it's a sign that ASC may be interfering.
Monitoring these factors is crucial to adjusting your strategy and making sure you're getting the most out of ASC without compromising your retargeting campaigns.
How many campaigns are you currently running, and what's your average number of purchases per week?