Advantage+ controls: all 11 enhancements, one by one
Eleven toggles, all off by default.
Advantage+ Creative is on by default for every new Meta ad, and it cannot be turned off globally. Left alone, Meta crops your visuals and adds overlays, including in the middle of a test you believe is clean.
The eleven toggles
Apogee exposes them one by one, all off to start, with a single button to cut them all.
| Scope | Enhancements |
|---|---|
| Every medium | Enhance CTA, relevant comments, reveal details over time, show spotlights, show summaries, text improvements |
| Images only | Adjust brightness and contrast, add overlays, visual touch-ups |
| Videos only | Auto crop, video filtering |
This level of granularity is one of the most frequent media buyer requests, precisely because Ads Manager does not offer it in the same place or at the same level.
Why it changes how a test reads
A creative test compares intentions: this hook against that one, this format against that one. As soon as the platform crops the visual or adds a banner, the variable you meant to isolate is no longer the only one that moved.
Supplying the right ratio per placement instead of letting Meta crop is not a question of taste either: Meta favors ads displayed natively, and an automatically cropped creative pays for it in CPM and in legibility.
What this does not solve
These toggles cover creative enhancements, not Meta’s other Advantage+ building blocks, which live at campaign and ad set level.
This page covers only that part of ad configuration. Identity, destination, partnership ads, catalog and the URL parameter builder are handled in bulk configuration.
The controls are included on the Pro and Scale plans.
Frequently asked questions
Questions fréquentes
Why turn Advantage+ creative off?
Because it changes the creative that gets served: cropping, overlays, touch-ups. In a creative test, that means you are no longer measuring what you produced, but what Meta made of it. Comparing two concepts then loses its meaning.
Does the setting carry over to later ads?
In Ads Manager, no: every new ad comes back with enhancements on, and the switch has to be flipped ad by ad. In Apogee the configuration is set once and applies to the whole batch at publication.
Should everything always be off?
No. Some enhancements do not affect how a test reads, others distort it. The useful rule is to cut whatever touches the image and the edit during a testing phase, and keep control of the rest.
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