Meta quietly changed something in the backend again. One specific update caught my eye this week, and it is critical for your budget.

If you are using Advantage+ shopping campaigns (which you probably should be), you need to look at your settings immediately.

⚙️ The Hidden Setting

Meta is tweaking how much control we have over audience caps. If your goal is pure new customer acquisition, you need to ensure you aren't blowing your budget retargeting existing customers who would have bought anyway.

💡 The Fix

Go into your ad set settings and find the "Audience Controls" section. Ensure you have actively excluded your past purchasers list if your objective is growth. Don't just trust the default setting; it often leans too heavily on warm traffic to make the ROAS look good.