Advantage plus enhancements: keep, kill or test

Usually safe to keep

These adapt your creative to a placement without changing what it says

• Automatic cropping and reframing

  Fits your asset to placements you did not export for. Keep only if you have not exported every ratio yourself. If you have, this can override a deliberate composition.

• Standard enhancements, format level

  Minor visual adjustments to fit the surface. Low risk on lifestyle imagery, higher risk on anything with typography or precise brand colour.

• Relevant comments surfacing

  Promotes existing comments into the ad view. Harmless when your comment section is healthy, which is a reason to moderate it.

Usually kill

These change the message, the art, or where the click goes

• Text improvements

  Rewrites your primary text or headline. Every claim you legal-checked can be reworded into one you did not. The single most important one to turn off for regulated categories.

• Image touch-ups, brightness and contrast

  Adjusts your art. On a brand that spent weeks on colour, this is an unapproved edit. On a screenshot or a product shot it can be actively misleading.

• Image expansion and uncrop

  Generates image area that your designer never made. What appears in the invented region is not something you approved.

• Music

  Adds a track to a silent or narrated video. Changes the tone, and occasionally fights the voiceover.

• Enhance CTA and CTA text swaps

  Changes the button language, which changes expectation before the click and skews measurement of what you actually tested.

• Site links and destination adjustments

  Anything that changes where the click goes should be your decision, since it silently changes what the campaign is optimising toward.

Worth testing deliberately

Not harmful in principle, but test them as a variable rather than leaving them on by default

• Catalogue and product tags

  Can genuinely help ecommerce conversion. Test as its own variant instead of enabling it mid-flight on a running test.

• Visual touch-ups on UGC

  Creator footage is often improved by light adjustment. If it wins, adopt it in the edit rather than delegating it to delivery.

• 3D animation and motion effects

  Sometimes lifts static assets, sometimes looks cheap. Test per brand and treat the result as brand-specific.

Doing this at scale

• Opt out per feature, not per bundle

  Since v22 the single bundle toggle is gone. Control moved to per-feature entries in degrees_of_freedom_spec.creative_features_spec, each with its own enroll status.

• The eligible key set changes across API versions

  Keys that existed last year may be absorbed into a catalogue entry this year. Reconcile your list against the live reference each release rather than hardcoding it forever.

• Read the creative back after publish

  Requesting an opt-out and receiving one are different events. Fetch the creative after it is live and compare the applied set against what you asked for. Anything else is an assumption.

• Check again after review

  Enhancement state can differ after an ad passes review on some accounts. One check at publish plus a weekly sweep catches it.

• Account defaults do not stay put

  Meta resets or introduces enhancements at the account level periodically. If your process depends on a default staying off, it will eventually fail quietly.