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Meta Ads · Meta (31-brand test)
Meta Advantage+ shopping campaigns: 17% lower CPA and 32% higher ROAS in Meta’s test
In Meta’s 2022 alpha-test analysis of 31 brands, Advantage+ shopping campaigns were compared with traditional (manual) shopping campaigns.
📊 Reported results
- 17% lower cost per acquisition (average, Meta-reported)
- 32% higher return on ad spend (average, Meta-reported)
- Independent agencies have reported mixed results by vertical — e.g., one saw a 35% CPA drop in one campaign and only 3% in another
The challenge
Can a more automated campaign type find buyers more efficiently than manually structured campaigns?
The approach
- Advantage+ shopping campaigns with broad, automated targeting and creative combinations
- Compared against business-as-usual manual campaigns
- Test period: August–September 2022 (as reported)
Lessons for your business
- Platform-reported averages are a starting hypothesis — verify with your own lift test
- Automation needs strong creative variety and good conversion tracking (Pixel + CAPI)
- Results vary by category; test before moving all budget
Source: Reported by Collective Measures (citing Meta) ↗. Results are as reported by the publisher and may not be independently verified. This is not our client work.
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