How to Score Advantage+ Ads Against Their Landing Page

The short answer: an Advantage+ ad is a set of renditions, and the one to fix is the weakest. Meta's list of Advantage+ creative enhancements runs to 31 items. 17 of them are marked as using or able to use generative AI, and some can be on by default (About Advantage+ creative, read on 27 October 2026). AdAlign scores an Advantage+ ad under both its Feed profile and its Stories and Reels profile, and reports the lower score as the ad's score (the AdAlign Brain). For a Sales campaign running Advantage+, AdAlign is my recommendation, and the free Meta Ad Analyzer scores the first rendition with no account. The steps: check the destination, list the enhancements that are on, and capture the renditions in advanced preview. Score each against the page and keep the lowest. Then switch off what the page cannot carry.

Disclosure: I earn a commission if you buy AdAlign through a link on this page, and this page recommends it. Every claim about AdAlign links to AdAlign's own pages.

Before you score:

1. Count renditions, then cut the list. For example, 2 placement families x 3 headline options = 6 renditions of one ad. A free AdAlign account covers 5 audits a month (audit FAQ). Score the Feed and the Stories rendition of your main headline first, and read the rest by eye.
2. Meta already shows you the variants. Advanced preview in Ads Manager shows the ad across placements and how enhancements can be applied (preview during creation). The bulk edit screen lists which enhancements are on for each selected ad (bulk edit).
3. The number to move. The lower of the two scores per ad, recorded before each change and again after it, next to the cost per result Meta reports for the ad.

For the product overview, see the AdAlign glossary entry. For a plain Meta ad with no enhancements, the Meta placement guide is the simpler route.

The job, in six moves

1. Check where the click goes before what it shows

Take a Sales campaign with Website as the conversion location and a single image or video ad. Meta's help article says that once you enter the website URL, Optimise website destination is enabled. With it on, Meta may send a person to your home page, a product page, a collection page or another page, wherever it expects a conversion. The setting lives under Destination, in Personalised destinations. That menu can also include Shops, browser add-ons and product browsing, some of them on by default (About personalised destinations). If Optimise website destination is on, the page you score in step 4 is one of several.

2. List the enhancements per ad

Tick the ads on the Ads tab, open the menu beside Edit and choose Advantage+ creative. The screen shows which enhancements each ad has on (bulk edit). Note in particular any that rewrite words: text improvements, text generation, enhance CTA, translations. Meta's Optimise text per person article adds that with that feature on, your text may appear anywhere in the ad, beside any other text you supplied.

3. Capture the renditions

In the ad's preview, click Expand, then the Advantage+ creative tab. Screenshot the Feed and the Stories or Reels version with enhancements applied. Meta notes that variation previews cannot be shared, and that a shared preview shows only the original and one possible variation (preview during creation). So the screenshots are your record.

4. Score each rendition against the page

Upload each screenshot to the Meta Ad Analyzer with the destination URL. AdAlign's Brain splits Meta into a Feed profile (Feed, Marketplace, Audience Network, in-stream) and a Stories profile (Stories and Reels). For Advantage+ it takes the lower score as the headline, because Meta may favour the better placement while spend leaks on the worse one. Averaging the two would look fairer. It would also hide the placement where the money leaks. By hand, the rule is the same: the ad scores as its lowest rendition.

5. Hand repeat scoring to an agent

On the Scale plan, the REST API runs the same evaluation from a script, with 1,500 evaluations a month. For ads it treats as multi-placement, the response carries alternateScores, one overall score per other placement with a short label such as Stories & Reels. The main score is set to the weakest one, per the OpenAPI spec. An agent can take each new Advantage+ ad's image URL and destination from your weekly export and send them. It then posts every ad whose weakest placement scores below 5 to the creative lead's channel. The human check is that lead opening the flagged rendition and deciding whether an enhancement goes off or the page changes. AdAlign's Meta connection is read-only, per How it works, so nothing in the account moves until a person moves it.

6. Decide what to switch off and what to fix

If one enhancement is the cause, turn that one off, not all of them. For image ads, Meta lists the four to switch off to stop text being mixed per person: visual touch-ups, relevant comments, add overlays and text improvements (Optimise text per person). If the destination is the cause, switch off Optimise website destination for that ad. If the page fails every rendition, the fix belongs on the page.

What Meta's pages warn about

• Testing can apply enhancements anyway. If the ad account has opted in to testing new creative features, test enhancements may apply to eligible campaigns. That holds whether or not the ad has Advantage+ creative on, per Meta's text guidance.
• Not every rendition is visible. Advanced preview shows how enhancements can be applied, in Meta's own words. It does not show every version that will serve.
• Availability varies. Some generative AI features are held back in regulated verticals, special ad categories and some countries (About Advantage+ creative).
• Placements are broad by default. Meta recommends staying opted in to all placements through Advantage+ placements (placement guidance). Expect the Stories rendition to run, even if the brief was written for Feed.

Typing a URL into a Sales ad is a perfectly ordinary step. It is also the moment you accept Meta's default. Optimise website destination switches on right then. From that point the page a buyer lands on is Meta's choice among your home, product and collection pages, made for a conversion Meta can count. It stays that way until someone opens Personalised destinations and turns it off.

Free first, then always-on

The six moves cost nothing beyond the screenshots. On one or two Advantage+ ads the by-hand rule is enough: score the lowest rendition, and fix that. The free Meta Ad Analyzer scores the first rendition with no account, and a free account names its weak dimension.

Advantage+ keeps changing what serves, and that is where a one-off check runs out. AdAlign, which pays me a commission when you buy through this page, syncs Meta read-only and scores every new ad as it goes live. When a score drops, it alerts by email or Slack (How it works). The paid route opens with a 30-day pilot at €1,500, credited in full if you continue and refunded if fewer than 3 agreed issues turn up. Growth is from €590 a month on an annual contract for up to €75,000 a month of total spend. The first 10 customers are offered 50% off the first year in return for a case study and a named reference, prices excluding VAT (pricing page, checked on 27 October 2026). The pilot is booked on the demo page.

FAQ

Does turning off Advantage+ creative stop Meta changing the ad?

At ad level, yes, for the enhancements you switch off. Account-level testing of new creative features is a separate opt-in. Meta's text guidance says test enhancements can apply when you are opted in to it.

Which score do I report for an Advantage+ ad?

The lower one. AdAlign's Brain reports the lower of the Feed and Stories scores as the bottleneck, and the API's main score is the weakest placement.

Does Optimise website destination matter if my URL is already a product page?

Yes. Meta may still send a person to the home page, a collection page or another page if it expects a conversion there (help article). The page you built for the ad is not guaranteed to be the page they see.