When using Advantage+ Audience, you have the option of providing audience suggestions. Otherwise, Meta prioritizes people based on pixel data, conversion history, and prior engagement with your ads.

Do these suggestions matter? Are there circumstances when they may be more helpful than others?

My Recent Test

I ran a recent test where I compared results with and without suggestions. I found that it made no noticeable difference in either distribution or performance.

While this test isn’t perfect and there is data that is missing, it seems possible that audience suggestions are not necessary — at least in this case.

The Factor of History

It’s possible that suggestions weren’t needed in my case because Meta doesn’t need them since my pixel and ad account have a history. But, what if you have a new ad account or pixel? What if you’ve spent very little or don’t get much website traffic?

In theory, it might make sense that suggestions would be helpful here. Maybe Meta would need additional help to send it in the right direction.

But it’s also possible you’ll see no difference in that case either. Maybe the algorithm is powered by the performance goal and will find those people who are likely to perform your desired action. If you have that history, it would prioritize those people. If you don’t, it won’t.

All along, we’ve assumed that suggestions would be necessary in this case. But, there is the possibility we’ve assumed wrong. Maybe the algorithm is going to deliver your ads to the people it wants to reach, regardless of whether you provide suggestions. Maybe your targeting inputs make very little difference.

Without that history, you might just be at a disadvantage. It’s worth testing.

Have you found that suggestions help?