Meta has updated the branding of several features, changing names to include a "+" sign. The Advantage Campaign Budget is now called Advantage+ Campaign Budget, previously known as Campaign Budget Optimization. Other features have also been renamed: Advantage audience expansion features now include Advantage+ Detailed Targeting, Advantage+ Lookalike, and Advantage+ Custom Audience. These changes are documented in Meta’s official resources.
Despite the rebranding, there are no new functionalities associated with the "+" designation. The updates aim to align branding with the new Advantage+ Campaigns, reducing confusion between "Advantage" and "Advantage+." However, the necessity of these changes feels somewhat excessive, leading to speculation about future upgrades like Advantage++.
