Meta Is Pushing Advantage+ Campaigns Relentlessly. Here's What 55,661 Campaigns Reveal.

The promise of Andromeda's AI brain sorting through a billion users to find your customers on auto-pilot sounds quite enticing. But I could not help wondering: is this actually a good thing for brands?

I ask because I have spent 10 years tracking Meta campaign performance against actual orders, and four things have stayed true the entire time.

Meta overstates its ability to drive immediate bottom-of-funnel sales.
Meta understates its ability to drive top-of-funnel cold traffic that leads to new customers.
Meta shows a lot more ROAS when you widen the attribution time window.
Meta's Conversions API is heavily optimized for immediate sales on the default setup.

With Meta now all but forcing advertisers into Advantage+, or switching it on behind the scenes if you do not read the fine print, it is time to use actual data, not opinion, to work out how advertisers should really use Advantage+, and when to stick to their manual guns instead.

So I had the fearless Wicked DB team pull the data on 55,661 Meta campaigns, comparing January through May 2024 against 2025, to finally get to the bottom of a few things. Let's dive in.