Meta claims Advantage+ shopping campaigns now deliver 22% lower CPA with new model
Platform-published benchmark cites a new delivery model; methodology and baseline are not disclosed.
- Meta-published figure: 22% lower CPA versus 'previous generation' ASC
- No independent verification; baseline and sample composition undisclosed
- Rollout tied to broader consolidation of manual campaign types
- Advertiser reports so far are mixed, especially below £5K/month spend
File this under 'platform owned evidence', which doesn't mean it's false, it means the burden of proof is on you, not Meta. A 22% improvement measured by the platform, on the platform's own chosen baseline, is marketing material until you replicate it. What I'd actually watch here is the second order effect: the consolidation of manual campaign types. Every simplification of the interface is a reduction of your levers. Test ASC against your best manual structure with a proper split, judge it on your blended CAC, and don't let a headline number set your strategy.
Questions people ask
Does Meta's new Advantage+ shopping model really lower CPA by 22%?
Meta reports 22% lower CPA versus its previous generation of Advantage+ shopping campaigns, but the methodology, baseline details and sample composition are undisclosed, with no independent verification. I would treat that as a reason to test, not a saving to build into the budget, because Meta's chosen comparison may look nothing like your account.
How should I test Advantage+ shopping campaigns against manual Meta campaigns?
Test Advantage+ shopping against your best manual structure using a controlled split, with comparable creative, offers and measurement settings. I would judge the result on customer acquisition cost using actual new customers, then check whether blended CAC improves as spend shifts, rather than letting Meta's reported CPA settle the argument.
Are Advantage+ shopping campaigns worth testing with a budget under £5,000 a month?
Advantage+ shopping campaigns can be worth testing below £5,000 a month, but early advertiser reports are mixed and Meta's headline does not establish results for that budget range. My concern is splitting a small budget so thinly that neither campaign produces enough purchases to make the comparison useful. Keep the test affordable and allow enough time for purchases to come through before moving more budget.
Should I switch from manual Meta campaigns to Advantage+ shopping because of the lower CPA claim?
The 22% lower CPA claim alone is not a good reason to replace a profitable manual Meta campaign. I can see the appeal of simpler campaign management, but consolidation also means fewer levers when performance slips. Keep your strongest manual setup as the benchmark while it remains available, and move budget when Advantage+ produces more new customers at an acceptable acquisition cost.
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