Advantage+ control checklist — 36 checks before you hand Meta the keys
Most Advantage+ failures are launches on soft Leads or double-counted Purchases, missing exclusions, and scale decisions based on Ads Manager ROAS alone. This 36-point control checklist is what we run before Advantage+ spends meaningfully — and weekly while it is live.
- Measurement prerequisites (8 checks) — fail these and wait
- Economics, capacity, and remaining controls (11 checks)
- Sales vs Leads fit and catalog/form quality (4 checks)
- Creative, landing, and learning discipline (9 checks)
- Weekly live MER and quality gates (4 checks)
Sample checks below are free — no email required.
Sample checks you can run today (full PDF has all 36)
- Money optimization event is sales-approved — not soft micro-events
- Pixel + CAPI with event_id deduplication tested
- Customer and recent-converter exclusions attached on prospecting
- Location controls match service or shipping reality
- Allowable CPA or break-even ROAS written before cost caps
- MER and accepted-lead or new-customer rate reviewed before the next budget step
Who this is for
SMB owners and marketing leads about to launch or scale Meta Advantage+ Sales or Leads — especially after a pretty Ads Manager ROAS that did not match MER, pipeline, or new customers. Score honestly before you raise budget.
How to use it
Work Measurement Prerequisites first. More than two fails there means fix CAPI, EMQ, and event definitions before any Advantage+ build. Then confirm Sales vs Leads fit, exclusions, and creative pack. Use the weekly live section every week after launch. Bring your scored PDF to a free Meta Ads audit for a second opinion.
Related frameworks
Pair with the Advantage+ SMB playbook, Advantage+ vs manual comparison, Advantage+ incrementality insight, EMQ guide, Meta CAPI setup spec, Tracking Trust Score, and creative testing system. Vertical depth: Advantage+ Leads UK, Advantage+ Leads US home services, Advantage+ Sales SMB ecommerce.
Want this run on your accounts?
The checklist is free. Applying it properly takes senior time — that's what our audits are for.
Free 24-hour audit