Meta announced upcoming changes to its Advantage+ catalog campaigns with sales objectives, specifically removing the manual Audience Type selection controls from the platform.
The existing Ad Set settings page allows advertisers to utilize two primary targeting options:
- Finding prospective users
- Retargeting current users
For retargeting campaigns, advertisers can currently select between retargeting, cross-selling, and upselling options. The platform also enables refined audience targeting through event-based rules, such as targeting users who added products to cart without completing purchases within specific timeframes.
Meta will remove the Audience Type selection interface from the Ad Set settings page. However, the core functionality will remain accessible through an alternative method. Advertisers will need to create catalog-based custom audiences directly through the Audiences interface to maintain similar targeting capabilities.
This change appears to align with Meta's increasing focus on AI-based broad targeting. The removal of manual targeting controls suggests a strategic move to encourage advertisers to adopt Advantage+ targeting solutions rather than detailed manual targeting options.
Meta has not yet announced an official timeline for implementing these changes. While the functionality will continue through the Audiences interface, advertisers should prepare for the transition away from the current Ad Set settings page controls.
