Advantage+ creative enhancements are automatic edits Meta can make to your ad after you upload it: rewriting or moving text, touching up images and video, adding overlays, music or comments. A separate setting, related media, can pull in media from elsewhere in your account or your website. Some of these can be on without anyone on your team choosing them. Before a sale, check every live and scheduled ad, switch off the settings that can change your offer text or swap your media, and leave the purely visual ones as they were during the tests you are comparing against.
This post covers what the enhancements are, where each setting lives in Ads Manager as of November 2026, which ones to hold off during a promo, how to tell whether one changed a result, and a checklist you can run this week. Meta changes these settings, so treat the menu paths below as a guide and check them against your own Ads Manager.
What are Advantage+ creative enhancements?
Advantage+ creative enhancements are optional edits Meta applies to the images, videos and text you upload, so that different people can see different versions of the same ad. Meta's help page says which enhancements you get depends on your format, your placements, and whether a catalog is attached, and that some of them can be switched on by default (Meta: About Advantage+ creative).
On 9 November 2026 that page listed 30 enhancements, with 16 marked as using, or able to use, generative AI. They include text generation, text improvements, translations, image and video touch-ups, added music, overlays, relevant comments and product tags.
Meta also says it can adjust your uploaded text and media, while keeping what it calls the core message of the campaign. "Core message" is Meta's judgement. Your 30% off line, your end date and your hero image are details, and those are exactly the parts a sale depends on.
Why do automatic edits make your results harder to read?
Because the ad you made is no longer the only version running. If an ad wins, you want to know why: the hook, the offer, the image. With enhancements on, part of the answer might be a line Meta rewrote or a comment it added underneath, and nothing in the standard results table tells you which version did the work.
Losing track of what is working on Meta is already a common complaint. One operator wrote on Reddit in January 2026: "It feels like Meta wants constant creative input, but at some point there’s only so many angles you can test without losing clarity on what actually works." (r/FacebookAds, 2026-01-28). An edit you never chose costs you more of that clarity, because the thing you are judging is not quite the thing you made.
Know which ones were on when you read a result, and choose on purpose which ones run during a sale.
Where do you see which enhancements are switched on?
There are five places to look as of November 2026. Check all of them, because no single screen shows everything.
The ad's own Advantage+ creative section. Open the ad in Ads Manager and click Edit, and a side pane shows how many enhancements are on. A second Edit there opens the list (Meta: switching enhancements off).
Advanced preview. Click Expand on the ad preview, then open the Advantage+ creative tab. Meta notes that a few enhancements are only switchable from here and never appear in the main creative section, so check both (same page as above).
The bulk edit screen. On the Ads tab, tick several ads of the same format, open the menu next to Edit and choose Advantage+ creative. Meta says this screen shows which enhancements are on for each ad you selected, and lets you change them for all of them at once (Meta: bulk editing enhancements).
Review defaults, when you build a new ad. Next to Advanced preview, Review defaults lists every creative feature that is on by default for that ad, grouped by category. Meta says features you switched on yourself do not appear there (Meta: reviewing default-on features).
Your account settings. In Advertising settings, under Creating ads, Creative features holds a box called Test new creative features. If it is ticked, Meta can try enhancements, and other features still in testing, on eligible campaigns. Meta says only some advertisers see this option (Meta: testing new creative features).
The Review defaults screen also shows features that sit outside the enhancement list but still change what people see or where they land. Two matter most before a sale.
Related media can suggest images and videos from your other ad sets, your website or your video thumbnails and add them to a new ad, and Meta says it may be on by default (Meta: About related media).
Personalized destinations, in Sales campaigns sending people to a website, can send a click somewhere other than your main landing page, such as a shop or a product browsing view, and Meta says some of these may also be on by default (Meta: About personalized destinations).
What can each type of enhancement change in your ad?
Meta's list is long, so it helps to sort it by the part of the ad each one touches. The groups below are ours, built from the names on Meta's list. Meta does not publish a full description of each enhancement on its summary page, so where the table says what one changes, that is our reading of the name.
| Part of the ad | Enhancements on Meta's list (Nov 2026) | What it can change | Risk in a sale |
|---|---|---|---|
| Your words | Text generation, text improvements, enhance media text, dynamic description, show summaries, translations, video subtitles | The wording of your primary text, headline or description, and where it appears | High. Your price, discount and end date live here |
| Things laid on top | Add overlays, add dynamic overlays, add standard label, relevant comments, create sticker CTA, enhance CTA | Extra text, labels, comments or buttons added to the ad | High. They can crowd or contradict an offer graphic |
| The look of your media | Visual, image and video touch-ups, background generation, adjust brightness and contrast, add video effects, add animation | Colour, framing, background and motion | Lower for the offer, but it changes what you are testing |
| Sound | Add music | The audio on video or image ads | Lower for the offer. Check it suits the ad |
| Layout and products | Add product tags, add product browsing, highlight carousel card, flex media, profile end card, show spotlights, reveal details over time, store locations, add details to ad layout | Which products and cards show, and in what order | Medium. Check every product shown carries the sale price |
| Media and destination (outside the list) | Related media, personalized destinations | Which images or videos run, and where the click goes | High. A non-sale image or page can slip in |
One Meta page shows how far the text edits go. When the setting called Optimize text per person is on, Meta says any text you supplied may appear anywhere in the ad and alongside any other text you supplied (Meta: Optimize text per person). If one of your primary text options says "ends Monday" and another was written for October, they can be shown together. The same page says the setting is tied to four enhancements on image ads (text improvements, add overlays, relevant comments, visual touch-ups) and three on video ads (text improvements, relevant comments, video touch-ups). Switch those off, or switch off all optimizations, and it goes off too.
Which enhancements should you switch off before a sale?
Our rule: during a sale, the offer has to read exactly as you wrote it, on every version, in every placement. So switch off anything that can rewrite, move or cover your offer, or swap in media that was made for something else. Leave the visual edits as they were during the weeks you are comparing against, so the sale is the only big thing that changed. This is our view, not Meta's advice.
The rule has a cost, and we think it is worth paying. If text edits were on during your tests, switching them off for the sale is a second change in the week you can least afford one. We accept that, because a wrong price or end date on a sale ad costs more than a slightly muddier read.
| Setting | Our call for sale ads | Why |
|---|---|---|
| Text generation, text improvements, enhance media text, dynamic description, show summaries | Switch off | Your offer wording has to be exact |
| Optimize text per person | Switch off, or give it only sale text | Any line you supplied can appear with any other |
| Add overlays, dynamic overlays, sticker CTA, enhance CTA | Switch off | Added text can cover or compete with the offer |
| Relevant comments | Switch off on sale ads | An old comment about full price sits under a discount |
| Related media | Switch off, or accept only sale assets | It can pull images from your non-sale ad sets |
| Personalized destinations | Check each one | Every place a click can land must show the sale price |
| Translations | Switch off unless you checked each language | A translated offer is an offer you have not read |
| Touch-ups, brightness and contrast, music, animation | Leave as they were in your tests | Changing them now adds a second change to read |
| Test new creative features (account setting) | Untick until the sale ends | You cannot plan around features you have not seen |
Make the changes before the sale, not during it. Meta's list of significant edits includes every change to an ad's creative, which sends the ad set back into learning, where results can be less stable and cost per result can rise (Meta: significant edits and the learning phase). Meta does not say on that page whether switching an enhancement on or off counts as a creative change, so assume it might.
For new sale ads, set the enhancements while you build them. For ads already running that will carry the sale, change them at least a week before it opens.
How do you tell whether an enhancement changed a result?
Start by naming the metric each kind of edit would move. An edit to the words or the button moves click-through rate (CTR), and it can move conversion rate if people arrive expecting something the page does not show. An edit to the opening of a video, such as added animation or music, moves hook rate, the share of impressions that watch past the first three seconds. A change of destination moves conversion rate and leaves CTR alone. If the metric that moved does not match the edit, look somewhere else.
Then use one of three checks, strongest first.
1. Run an A/B test with the enhancements as the one change. Duplicate the ad, switch the enhancements off in the copy, and run the two against each other in an Ads Manager A/B test with the same budget. Meta says an A/B test splits the audience so no one sees both versions, compares them on cost per result, and recommends it over pausing and restarting ad sets or campaigns by hand, which it says can overlap audiences and give unreliable results (Meta: About A/B testing). Do this outside the sale weeks. A test run during the sale measures the sale too.
2. Check the dates in Activity history. Meta's Activity history shows what changed on any campaign, ad set and ad, who changed it and when, including edits from automated rules and from Meta's ad review system (Meta: activity history). If an ad's cost per purchase jumped on a given day, look there first for an edit on that day. We have not confirmed that every enhancement switch appears in Activity history, so if you find nothing, check the ad's Advantage+ creative section as well.
3. Break the results down by placement. Meta says enhancements can vary by placement, and the Placements tab in Advanced preview shows how (Meta: switching enhancements off). In the results table, the Breakdown menu sits between Columns and Reports and can split results by placement and device (Meta: breakdowns). If one placement's results moved and the rest held, preview the ad in that placement and see what Meta is showing there.
If the sale is too close to test. Switch off the edits that touch the offer now, read the sale afterwards with checks 2 and 3, and run the A/B test in January.
An illustrative example
These numbers are made up to show how to read the test. They are not from a real account.
A skincare brand runs the same static as two versions in an A/B test for two weeks in October. Version A has every text and overlay enhancement off. Version B has text improvements and add overlays on. Both get the same budget and pay $15 per thousand impressions.
| Version (illustrative) | CTR | Conversion rate | Cost per click | Cost per purchase |
|---|---|---|---|---|
| A. Enhancements off | 1.2% | 3.0% | $1.25 | $41.67 |
| B. Text improvements and overlays on | 1.5% | 2.2% | $1.00 | $45.45 |
Version B gets more clicks, at a lower cost per click, and loses on cost per purchase. That pattern fits a text edit: a rewritten line that earns more clicks but sets up a different expectation from the page people land on. If you judged on CTR alone you would keep the enhancements on. Judged on cost per purchase, you switch them off for the sale and look at what Meta wrote in Version B, because a line that earns more clicks may be worth writing into the next round yourself.
A gap of about 9% on cost per purchase is small. Before you act on one like it, check how many purchases each version had, and whether Meta's A/B test result names a winner, since that is what the test is built to do (Meta: About A/B testing). In our view, if it names none, treat the result as a tie and keep the settings you tested with.
What is the audit checklist?
Run this on every ad that will carry your sale, and on any new ad before you publish it.
In Advertising settings, under Creating ads and Creative features, check whether Test new creative features is ticked. Untick it until the sale ends if you want no surprises.
On the Ads tab, select the sale ads by format (all single image or video, then all carousels) and open the Advantage+ creative bulk edit screen. Write down which enhancements are on for each ad.
Open each ad's Advanced preview and check the Advantage+ creative tab, because some enhancements only show there.
For new ads, click Review defaults and go through every category, including related media, format display options and personalized destinations.
Switch off the settings in Table 2. Use bulk edit for ads of the same format.
Preview every placement in Advanced preview. Read the offer out loud on each version: price, discount, end date.
Click through every destination the ad can send people to and confirm the sale price shows.
Record the settings in the ad name or your test notes, for example "enh: visual only". When you read the result in December, you will know what ran.
Do all of it at least a week before the sale opens, then leave the settings alone until it ends.
Step 8 is the easiest one to skip, and it is what makes next year easier. It is also what turned the example above into a decision: without a note of which edits Version B had on, you could not say which line to switch off or which one to write yourself. At Progress Bar, we build each concept as one video and three statics, each in two sizes. That puts one idea into several ads and placements, so we keep a written record of which edits ran on each. It is the surest way we know to compare them later. A result you can explain is worth more than a result you can only report.
For more on reading results before you act on them, see our posts on why Meta puts most of the budget behind one ad and on building your Black Friday brief from the year's tests, and how we make Meta ad creative.
Key takeaways
Advantage+ creative enhancements let Meta change your ad's text, media, overlays, music and layout after upload, and some can be on by default.
Check five places: the ad's Advantage+ creative section, Advanced preview, the bulk edit screen, Review defaults, and the Test new creative features box in Advertising settings.
For a sale, switch off the edits that can rewrite, move or cover the offer, plus related media. Leave visual edits as they were during your tests.
Make the changes at least a week before the sale. Meta counts every change to an ad's creative as a significant edit.
To see whether an enhancement changed a result, run an A/B test with the enhancements as the only difference and judge it on cost per purchase.
FAQ
Are Advantage+ creative enhancements on by default? Some can be. Meta's help pages say certain enhancements, along with other creative features, may start switched on, and which ones you get varies with format, placements and catalog use. Check each ad's Advantage+ creative section, its Advanced preview, and the Review defaults screen when you build a new ad.
How do I switch off Advantage+ creative enhancements on a live ad? In Ads Manager, select the ad, click Edit, open the Advantage+ creative section and click Edit to switch individual enhancements off. Then open Advanced preview and check the Advantage+ creative tab, because a few enhancements are only switchable there. Publish the change when you are done.
Can I turn enhancements off for many ads at once? Yes, as of November 2026. On the Ads tab, select ads that share a format, open the menu next to Edit, choose Advantage+ creative, and edit all selected ads together. The ads you select have to be the same format.
Should I switch off Advantage+ creative enhancements for Black Friday? Switch off the ones that can rewrite, move or cover your offer text, and related media, which can pull in images from non-sale ads. Leave visual touch-ups as they were in the weeks you are comparing against, so the sale is the main change. Make the changes at least a week before the sale opens.
How do I know if an enhancement helped or hurt my results? Set up an Ads Manager A/B test: duplicate the ad, switch the enhancements off in one version, and give both the same budget. Judge on cost per purchase, then read CTR and conversion rate to see why. Run it outside the sale weeks so the sale does not skew the result.
See where your creative is capping performance
If you cannot say which version of your ad did the work, you cannot decide what to make next, so your next brief starts from a guess. That is the gap Progress Bar closes. We build you an owned, tagged, AI-ready creative catalog you own outright. Book a call and we will show you where your creative supply is capping performance, and what a diverse, owned catalog would change. Book a call