Advantage+ Shopping overlaps your BAU campaigns 30–40% — you pay twice

Advantage+ Shopping overlaps your BAU campaigns 30–40% — you pay twice

Advantage+ Shopping (ASC) is Meta's automated, broad-targeting shopping campaign. Run alongside manual (BAU = business-as-usual) campaigns, audiences collide in the same auction.

Incremental vs cannibalized (24 ecom accounts, geo-lift tested):
— Reported ASC ROAS: 4.1×
— Incremental ROAS after overlap: 2.9×
— Audience overlap with BAU: 34% median

Fix: set an existing-customer budget cap inside ASC (default skews to retargeting), and use the campaign-level overlap report. If overlap >25%, pause the weaker BAU prospecting set instead of running both.

Read: two campaigns bidding on the same person isn't 2× reach — it's 1× reach at 1.4× CPM.