To raise ROAS in Advantage+ sales campaigns (formerly Advantage+ shopping), give the campaign a clean product feed and ad images that carry your brand and fit every placement. The algorithm handles the targeting, so the parts you control are the creative and the data.
How do Advantage+ sales campaigns work?
Advantage+ sales campaigns are Meta's automated campaign type for e-commerce. Audience, placement and budget distribution are left largely to the algorithm. You supply the products, the images, the text and the budget. The algorithm picks which product to show to which person using its own signals.
That means you have fewer levers over ROAS. The levers that remain need to be used well.
Steps that raise ROAS
- Clean the feed. Open the diagnostics page in Commerce Manager. Leave no missing field, wrong price or broken image URL. The better the algorithm reads your data, the better it matches.
- Verify your pixel and conversion data. If the purchase event does not work properly, the campaign learns the wrong thing.
- Use a brand image for every product. Replace the plain studio photo with an ad that has color, layout and price.
- Prepare all three sizes. Advantage+ chooses placements itself. If 1:1, 4:5 and 9:16 are ready, a full image is shown on every placement.
- Remove out-of-stock products from ads. Do not let the algorithm spend budget on a product you cannot ship.
- Review the new customer settings. In the campaign settings, check the options Meta gives for new and existing customers, so you know how much budget reaches people who already bought.
- Do not change the campaign too often. Every big change restarts the learning process. Make changes in batches.
- Refresh the images regularly. If the same image stays too long, CTR drops and ROAS slips.
Reading ROAS correctly
ROAS is the revenue returned for each unit of currency spent. On its own it may not be enough. A product with low ROAS that brings new customers and a product with high ROAS that sells to someone who would have bought anyway are not equal in value. Meta's report, your store's report and your analytics report never match exactly. Do not add channels on top of each other. Judge each channel on its own.
How Framepx does this
Framepx is an AI system for product ads, offered as a service. Its AI engine turns every product in your feed into your own branded ad, in 1:1, 4:5 and 9:16. When a price or stock level changes, the ad changes with it. A decision engine chooses which product is shown where, based on price, stock, channel results and GA4. Channels read the ads through a feed link today.
A real brand
Les Benjamins (luxury streetwear) used Framepx ads in its Advantage+ sales campaigns. Compared with standard product ads, order volume rose 23% and CPA fell 20%. Conversion rate also rose 16%.
This result is a comparison inside the brand's own account. The fall in CPA at Les Benjamins is the median of monthly changes, not a pooled total. Your result will vary with sector, season and budget.
Checklist before launching a campaign
- In the feed, are price, stock and image filled in for every product?
- Is the purchase event reaching Meta correctly?
- Is a 1:1, 4:5 and 9:16 ad image ready for every product?
- Have you reviewed the new and existing customer settings?
- Is there a refresh calendar?
If you can answer yes to these five questions, you have given the algorithm the right material.
Patience when judging results
After changing a campaign, do not judge the result on a few hours of data. Meta's algorithm needs time to learn the new image and the new data. Switching a campaign off at the first sudden swing resets the learning.
FAQ
What is the difference between Advantage+ sales and a standard campaign?
In a standard campaign you set the audience and placement yourself. In Advantage+ sales, Meta manages them automatically. What stays in your hands is the product feed, the image and the budget.
Does image quality really affect ROAS?
Yes. The algorithm chooses whom to show, but the image decides whether the person clicks. Clicks and purchases also feed the algorithm.
Are Advantage+ sales campaigns right for every store?
They work well for stores with enough product variety and purchase data. On accounts with very few products and very few conversions, the algorithm cannot learn enough.
Can I try Framepx for free?
You can start free for up to 30 days by completing the steps the panel asks for. See Pricing for plans.
To strengthen your Advantage+ sales ads, Schedule a demo.
Written by
Framepx team, Editorial team
The Framepx editorial team writes for brands, marketers and agencies about ad platforms, measurement, creative and product feeds.
