You logged into Ads Manager, went to create a new campaign, and Advantage+ Shopping was gone. Or your existing campaigns look different. Or a colleague mentioned something about a rebrand and you are not sure what actually changed. Whatever brought you here, you are not missing something obvious. Meta made this transition quietly and most advertisers found out by noticing things had changed rather than by receiving a clear announcement.
Here is the short answer: Meta renamed Advantage+ Shopping Campaigns (ASC) to Advantage+ Sales in February 2025. But this is not just a rebrand. Four structural things changed, there was a hard deprecation deadline that has now passed, and if you are still running Advantage+ Shopping campaigns without understanding what happened, you need to read this before your next campaign launch.
For the full Advantage+ Sales setup and optimization guide, see the Advantage+ Sales for ecommerce guide. This post covers the transition: what changed, what the deprecation means for active campaigns, and what to do right now.
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Table of Contents
→ What Actually Happened and When
→ This Is Not Just a Name Change: The Four Structural Differences
→ What You Should Do Right Now
→ The One Thing Most Advertisers Get Wrong About This Transition
→ FAQ: Common Questions About the Advantage+ Shopping Transition
What Actually Happened and When
Meta announced the rename from Advantage+ Shopping Campaigns to Advantage+ Sales in February 2025. The stated reason was to better reflect the full range of advertisers who can benefit from the format. It is no longer positioned as an ecommerce-only tool. Advantage+ Sales now supports sales, lead generation, and app install objectives, not just ecommerce purchase optimization.
Most coverage of this change focused on the rename and missed the more important detail: the deprecation timeline.
| Timeline | What It Means |
|---|---|
| February 2025 | Meta announces Advantage+ Shopping Campaigns renamed to Advantage+ Sales. Rollout begins. |
| Fall 2025 | Creating or updating ASC campaigns via the Marketing API deprecated. New campaigns must use Advantage+ Sales. |
| Q1 2026 (now passed) | Creation and modification of Advantage+ Shopping campaigns disabled across all API versions. The format is fully retired. |
The deprecation deadline is not a future concern. It has passed. If you are still seeing Advantage+ Shopping campaigns in your account, those are legacy campaigns that were created before the cutoff. They may still be delivering, but you cannot create new ones or make structural edits without migrating to Advantage+ Sales. Any agency or tool that is still creating Advantage+ Shopping campaigns via the API is working with a deprecated endpoint.
💡 Pro Tip: If you manage campaigns through a third-party tool rather than directly in Ads Manager, check whether the tool has updated its integration to use Advantage+ Sales. Tools that have not updated may still be creating campaigns via deprecated endpoints, which will produce errors or unexpected behavior. Verify with your tool provider if you are unsure.
This Is Not Just a Name Change: The Four Structural Differences
The rename is the least important part of this transition. Four structural changes came with Advantage+ Sales that meaningfully change how campaigns are built and managed. Understanding these differences is what separates advertisers who get more control out of the new format from those who recreate their old Advantage+ Shopping setup and wonder why things feel different.
| What Changed | Advantage+ Shopping (old) | Advantage+ Sales (new) |
|---|---|---|
| Ad sets | Single ad set only | Unlimited ad sets |
| Ads per ad set | Up to 150 total | Up to 50 per ad set |
| Targeting control | No audience input | Audience suggestions plus custom exclusions at ad set level |
| Existing customer cap | Built-in budget cap for existing customers | Removed. Recreate with separate ad sets. |
| Campaign objectives | Ecommerce and sales only | Sales, leads, and app installs |
The targeting control change is the biggest win. The single most common complaint about Advantage+ Shopping Campaigns was that advertisers had no way to provide audience signals or exclusions. You handed the algorithm your budget and hoped it found the right people. Advantage+ Sales changes this by allowing audience suggestions (telling the algorithm where to start) and custom audience exclusions (telling it who not to serve) at the ad set level. This was a fundamental limitation of the old format, and its removal gives ecommerce advertisers meaningfully more influence over delivery without sacrificing the automation benefits.
The multiple ad sets change gives you structural flexibility the old format never had. Advantage+ Shopping forced everything into a single ad set, which made it impossible to separate prospecting and retargeting within the same campaign or to allocate budget with any granularity. Advantage+ Sales lets you build the same tiered structure you would use in a standard campaign, but with Advantage+ automation running underneath it.
The existing customer budget cap removal sounds like a loss but is not. The cap was a blunt instrument that gave the appearance of control without the substance. Advantage+ Sales replaces it with something better: a separate ad set for existing customers with its own budget allocation. That is more flexible, more transparent, and easier to optimize than a percentage-based cap applied at the campaign level.
💡 Pro Tip: The ads per ad set limit dropped from 150 total to 50 per ad set. For most ecommerce accounts this is not a practical constraint. Very few brands are running 50 distinct creatives in a single ad set. But if you were relying on the 150-ad limit to run a large creative testing program within a single campaign, you will need to restructure across multiple ad sets rather than a single container.
What You Should Do Right Now
Three clear actions, in order.
First, audit your active campaigns. Go into Ads Manager and identify any campaigns still labeled as Advantage+ Shopping. Note which ones are active, what they are spending, and how they are performing. You cannot create new ones or make structural edits, but legacy campaigns may still be delivering. Know exactly what you have before you touch anything.
Second, do not panic-pause performing campaigns. If your legacy ASC campaigns are generating consistent results, let them run while you build Advantage+ Sales campaigns in parallel. Do not kill what is working to chase the new format. The algorithm’s learning phase data in your existing campaigns has real value. Disrupting it to migrate immediately costs you more than a measured parallel build.
Third, build your first Advantage+ Sales campaign now. The setup is familiar. It is essentially the same as a manual sales campaign with Advantage+ features on by default. Start with a single prospecting ad set using audience suggestions pointed at your target buyer profile, add your exclusions, load 5-8 distinct creatives, and set a minimum daily budget of $70 to give the algorithm a path to 7+ conversions per day toward the 50-per-week learning phase threshold. The learning curve is minimal for anyone already running Meta ads.
💡 Pro Tip: When building your first Advantage+ Sales campaign, recreate the existing customer control you lost from the old budget cap by adding a second ad set targeting your purchaser and subscriber lists, with its own budget separate from prospecting. This gives you cleaner data on what you are spending to reach existing customers versus new ones, and it is more actionable than the percentage-based cap ever was.
The One Thing Most Advertisers Get Wrong About This Transition
Most advertisers will treat the existing customer budget cap removal as the thing they lost in this transition. It is actually the thing they gained.
The existing customer budget cap in Advantage+ Shopping felt like a control mechanism, but it was really a workaround for a structural problem. The format gave you no ad sets, no audience segmentation, and no way to separate how your budget was being allocated between prospecting and retargeting. The cap was Meta’s answer to the legitimate concern that the algorithm would pour budget into existing customers because they convert easily, inflating reported ROAS while starving acquisition. It was a band-aid, not a solution.
Advantage+ Sales removes the band-aid and gives you the actual fix: multiple ad sets with individual budget controls and audience exclusions. You can now build a prospecting ad set, a retargeting ad set, and an existing customer ad set within the same campaign, each with its own creative and its own budget, each informed by audience signals rather than running fully blind. That is more control than Advantage+ Shopping ever gave you, not less.
The advertisers who will struggle with this transition are the ones who recreate their old single-ad-set ASC setup in the new format and then complain that Advantage+ Sales does not perform as well. The format changed because the old structure had real limitations. The right move is to build the structure that Advantage+ Sales was designed for, not to replicate the limitations of the format it replaced.
For a full walkthrough of how to set up, structure, and optimize Advantage+ Sales campaigns for ecommerce, see the complete Advantage+ Sales for ecommerce guide.
🎯 Want a second set of eyes on your Advantage+ transition?
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Frequently Asked Questions About Advantage+ Shopping Campaigns
What happened to Advantage+ Shopping Campaigns?
Meta renamed Advantage+ Shopping Campaigns to Advantage+ Sales in February 2025. The change was more than a rebrand: the new format added multiple ad sets, audience suggestions and custom exclusions, removed the existing customer budget cap, and expanded the format beyond ecommerce to support lead generation and app installs. The old Advantage+ Shopping format was fully deprecated in Q1 2026.
Can I still run Advantage+ Shopping Campaigns in 2026?
Legacy Advantage+ Shopping campaigns created before the deprecation cutoff may still be delivering, but you cannot create new ones or make structural edits. The format was disabled for creation and modification across all API versions in Q1 2026. Any new campaigns must be built using Advantage+ Sales.
What is the difference between Advantage+ Shopping and Advantage+ Sales?
Four structural differences: Advantage+ Sales supports unlimited ad sets (versus a single ad set in Advantage+ Shopping), limits ads to 50 per ad set rather than 150 total, adds audience suggestions and custom exclusions at the ad set level, and removes the existing customer budget cap in favor of separate ad set budget controls. Advantage+ Sales also supports lead generation and app install objectives beyond ecommerce.
Should I migrate my Advantage+ Shopping campaigns to Advantage+ Sales?
Do not pause performing legacy campaigns to force an immediate migration. Let them run while you build Advantage+ Sales campaigns in parallel. Once your new campaigns exit the learning phase and are performing consistently, you can reduce spend on the legacy campaigns. Disrupting a performing campaign’s learning phase data costs more than a measured parallel build.
How do I replace the existing customer budget cap in Advantage+ Sales?
Create a separate ad set within your Advantage+ Sales campaign targeting your purchaser and subscriber lists, with its own budget allocation separate from your prospecting ad set. This gives you cleaner, more actionable control over existing customer spend than the percentage-based cap in Advantage+ Shopping ever provided.
What is the minimum budget for Advantage+ Sales campaigns?
Set a minimum daily budget of at least $70 per ad set to give the algorithm a path to 7 or more conversions per day, toward the 50 conversions per week threshold required to exit the learning phase. Campaigns below this threshold often stay in learning limited status, which produces unstable performance and higher CPAs.
Does Advantage+ Sales work for ecommerce brands?
Yes. Advantage+ Sales is the direct successor to Advantage+ Shopping Campaigns for ecommerce, with the same AI-driven optimization for purchase events but significantly more structural flexibility. The new format works best for ecommerce brands with at least 50 weekly purchase events, strong creative pipelines, and clean CAPI tracking data.