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Why we picked it AdExchanger is required reading in ad tech for a reason: this piece pushes back on the 'broad always wins' consensus and lays out when automation genuinely underperforms, a useful counterweight before you switch everything to Advantage+.
For Meta Marketers, Automation Isn't Always The Advantage (But It's Complicated)
From AdExchanger
- An 18-month study of 640 incrementality tests found Advantage+ Shopping Campaigns beat manual campaigns only 42% of the time.
- When Advantage+ did win, gains were modest: about 12% lower incremental ROAS at 18% lower daily spend.
- Automation gains are uneven and depend heavily on account history, catalog quality, and conversion volume, so test both approaches for your own account.
