What Is Advantage+ Placements?
Advantage+ Placements (formerly automatic placements) is the Meta setting that lets the algorithm show your ads wherever results are cheapest: Facebook and Instagram Feed, Reels, Stories, Explore, Messenger, Threads and Audience Network. Meta moves budget between placements in real time instead of you choosing them by hand.
Worked example
You run a lead campaign with Advantage+ Placements on. After a week the placement breakdown shows Audience Network delivering cheap leads that never answer the phone, while Instagram Reels leads book calls. You keep placements on but exclude Audience Network, so Meta still optimises across the rest.
Benchmarks
- Supply creative in 1:1, 4:5 and 9:16 so every placement gets a native fit.
- Check Breakdown by Placement weekly, judging cost per qualified result, not cost per click.
- Audience Network is the usual exclusion for lead generation quality issues.
Why it matters
More placements means more cheap inventory and lower CPMs, which helps most accounts. But cheap is not the same as valuable. The placement breakdown tells you whether Meta is buying real buyers or just cheap clicks.
Common mistakes
- 1.Uploading only one square creative, so Reels and Stories show a cropped, low-quality version.
- 2.Judging placements by CPC or CPM instead of downstream quality.
- 3.Switching everything to manual Feed only and losing the cheaper Reels reach.
Put Advantage+ Placements to work
Free calculators
Related services
FAQs about Advantage+ Placements
What are Advantage+ Placements?
A Meta setting that lets the algorithm decide where your ad shows, across Facebook, Instagram, Messenger, Threads and Audience Network, based on where results cost least.
Should I use Advantage+ Placements or manual placements?
Start with Advantage+ Placements and proper creative sizes. Move to manual or exclude a placement only after the breakdown shows it delivers low-quality results.
How do I exclude Audience Network?
In the ad set, switch to manual placements and untick Audience Network, keeping every other placement selected. You keep most of the automation benefit.
Related terms
Meta's off-platform placement inventory (apps and sites).
AI-selected audience that widens targeting beyond your original inputs.
Meta's AI-driven campaign setup that automates targeting and placements.
Cost to serve 1,000 impressions, the auction's price signal.
Average number of times a person saw your ad in a window.