Perpetual Traffic How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!
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May 2, 2025 John Moran, a Meta Ads and Google Ads expert from Tier 11, shares insights on transformative changes in Meta's advertising platform. He discusses how Advantage+ campaigns are reshaping manual controls for marketers. With over $1 million in ad spend analysis, John uncovers the impact of AI and first-party data on ROI. He also reveals a game-changing custom event system that optimizes tracking and attribution. This conversation is a vital guide for marketers navigating Meta’s evolving landscape.
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Advantage Plus Limits Control
- Meta's Advantage Plus campaigns override manual targeting and exclusions, limiting advertiser control.
- The platform's AI aggressively optimizes for conversions, sometimes against advertiser preferences.
CAPI Import Controls Conversions
- Importing first-click conversion data through CAPI gives advertisers control over which customers the campaign targets.
- This method greatly increases new customer acquisition rates and lowers costs.
Meta Invests Heavily in AI
- Meta's massive investment in AI signals its shift towards fully automated campaign management.
- Manual media buying is being deprecated in favor of algorithm-driven Advantage Plus campaigns.