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Meta Advantage+ Isn’t Broken, But Your Reward Signal Is

By Scott Desgrosseilliers on Jan 26, 2026, 9:00:01 AM

Meta Advantage+ Isn’t Broken, But Your "Reward Signal" Is

Many eCommerce founders feel like Meta Advantage+ is a "black box" that works for a while and then suddenly hits a wall. You see the purchases coming in, but your new customer growth has flatlined.

Topics: Wicked Reports New Customer Acquisition Cost (NCAC) Meta Advantage+ eCommerce Scaling Ad Signal Architecture Retargeting Trap