Meta is Forcing Expansion for Top of the Funnel Optimization

Meta is now rolling out the change to Advantage+ Audience that was initially announced in January that forces Advantage Detailed Targeting when optimizing for link clicks or landing page views. It cannot be turned off.
I went into more detail on this in a blog post that you should read at jonloomer.com/...
In this video, I discuss the change and why it's problematic. Top of the funnel optimization (link clicks, landing page views, post engagement, and more) are already problematic. But if Meta no longer respects that audience restrictions, it can go completely off the rails because the algorithm will search everywhere to find the cheapest actions defined by your performance goal.
This isn't a problem when optimizing for purchases. It's a problem when optimizing for top of the funnel because quality is completely disregarded.
This has long been a problem, and I've complained about it for years. But this problem is compounded with expanded audiences.
Watch my video for more.

[@themerrimann]

Thank you for this information. I'd like to know what I can do to optimize my audience conversion for audience targeting.

[@eric.paquet]

Hey Jon, I really like this video format and your tone, way more than the TikTok dopamine stuff you've been doing. Very well explained. Many thanks!

[@beratyldrm7879]

thank you very much