Meta Made Automation Mandatory: What You Can Still Control and What You Have Lost

Advantage+ is no longer optional for most objectives, legacy campaign types are being removed from the API, and placement exclusions are softer than they look. Here's what remains in your hands.

Can I turn off Advantage+ detailed targeting?

Not for most common performance goals, including maximising conversions, app events and link clicks. For those objectives it's mandatory, and your detailed targeting selections act as a suggestion the system can deliver beyond.

Does Meta still respect placement exclusions?

Partially. Meta may spend up to 5 percent on excluded placements unless you explicitly disable that flexibility at ad set level. If a placement is excluded for brand-safety reasons, disable the flexibility rather than assuming the exclusion is absolute.

What replaced Advantage+ Shopping Campaigns?

The name. Advantage+ Shopping was renamed Advantage+ Sales by January 2026, consolidating the Sales, App and Leads experiences. The underlying campaign type continues; only the label and the consolidation changed.

Are Threads ads worth testing?

While CPMs remain materially below Instagram Feed, yes, as a test rather than a core placement. Early placement pricing advantages compress as adoption rises, so the window is the opportunity.

What still gives me control on Meta Ads?

Creative, the optimisation event, exclusions built from your own customer data, and product feed quality. These four move outcomes more than audience settings now do.