A real conversation with the Tier 11 team about what happens when the scoreboard is wrong — and what it costs you every single month.

Meta Advantage+ vs Manual: What 55,661 Campaigns Reveal About nCAC

The promise of Meta's Andromeda AI brain sorting through a billion users to find your customers on auto-pilot sounds enticing. But is it actually good for brands? 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 window.
Meta's Conversion API is heavily optimized for immediate sales on the default setup.

With Meta now pushing advertisers hard toward Advantage+, and switching it on behind the scenes if you do not read the fine print, it is time to settle this with actual data instead of opinion. So I had the Wicked DB team pull 55,661 Meta campaigns and compare January through May 2024 against the same window in 2025. Here is what the data shows.