About Advantage detailed targeting

The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

Meta Advantage detailed targeting (formerly known as detailed targeting expansion) can help improve your campaign performance by allowing our system to reach a broader group of people than you defined in your detailed targeting selections.

This option will show your ad to additional people who we believe are likely to get you more or cheaper results, or both, against your optimisation goals. Our system implements Advantage detailed targeting when it determines that doing so could improve performance.

If our system finds better performance opportunities outside your defined audience, Advantage detailed targeting allows us to dynamically expand the audience to reflect where we're seeing better performance and we may expand your audience further to include similar opportunities.

Advantage detailed targeting is specific to detailed targeting and doesn't apply to location, age or gender targeting options. Any exclusions and targeting selections outside of detailed targeting (such as age, gender, location and language) continue to apply.

Note: When your audience is expanded through Advantage products, the estimated audience size will not reflect the total number of Accounts Centre accounts that meet the targeting criteria.

Advantage detailed targeting is automatically enabled using some objectives. For other objectives, tick or untick the box under Detailed targeting, in the Audience section of Ads Manager.

Note: Advantage detailed targeting isn't available for campaigns that use Special ad categories such as housing, employment and credit and social issues, elections and politics.

Note: When your audience is expanded through Advantage products, the estimated audience size will not reflect the total number of people that meet the targeting criteria.

You can add detailed targeting selections as exclusions when you don't want us to consider certain demographics, interests and behaviours if we expand your ad set's audience. Our system won't deliver ads to excluded audiences.

To exclude an audience:

1. Create or open an existing audience or ad set from the audience page or Ads Manager.
2. Find the Advantage detailed targeting subsection and select Exclude to make your selections. (You may need to select Edit first).

Note: Our Advertising Standards prohibiting wrongful discrimination still apply.