Advantage+ audience on a small store: broad only or keep interest suggestions?

Meta pushes Advantage+ audience as the default, and a lot of people turn the interest suggestions off entirely. I'm not sure that's the right call at low volume. Say you sell a $60 product and get maybe 30 purchases a month. Pure broad gives the algorithm room, but with that little data it can spend a couple of weeks learning on the wrong people, and you pay for every one of those days. Suggestions give it a starting point without locking it in. Before deciding I'd want cost per purchase split by audience setting over four to six weeks, not one test week that happens to swing either way. Has anyone run broad only at around 30 purchases a month and seen it hold?

At 30 purchases a month, the audience setting is probably the smaller issue. Meta's guidance is roughly 50 optimization events a week per ad set, and that's way more than you're getting. So I'd run one ad set with one setting, because splitting budget across two audience tests leaves each one with even less to learn from.

Consolidating is the right call, but whether the audience setting matters comes down to how many purchases that one ad set gets per week. Thirty a month is about seven a week, so you're well under Meta's threshold whichever audience you pick. If it still can't get there, you've got two real options: raise the daily budget in moderate steps, since big jumps can reset learning, or optimize for a higher-volume event like add to cart for a few weeks to build signal. Broad versus interests is only worth testing once you're close to that threshold.

Marco, I'd push back on that last line. If you wait until you're near the threshold to test audiences, the whole ramp period runs on whatever setting you picked first, and at seven purchases a week the ramp is where most of the spend goes. If broad pulls in the wrong people, you keep paying for them for weeks before you even know. I'd run the comparison now, on a fixed budget, for four to six weeks.

I'm less sure about add to cart as the optimization event, though. On a $60 product, ATC-optimized ads often attract people who click and add but never buy.

Agreed that ATC is a weak target at $60, but the split test is the bigger issue. At seven purchases a week each arm gets three or four, so over six weeks you end up with around 20 per arm. Cost per purchase is that noisy at those counts, and luck alone can swing it 30 percent.

My rule of thumb is to only split audiences when each arm can realistically hit about 30 purchases in the test window. If it can't, pick the setting you can justify, let it run, and only act on a large gap, not a small one.