MetaHow an Indonesian supplement maker used Advantage + to boost sales
Summary
Masela Adawiyah 99, an Indonesian digestive health supplement brand, aimed to boost customer leads during the Ramadan holiday period. Moving beyond their usual purchase-optimized video ads, they ran an A/B test comparing that approach with an Advantage+ shopping campaign optimized for the add-to-cart event. The Advantage+ campaign used AI to automate placements, targeting adults 25+ across Indonesia.
Creative showed product benefits with a 'Get offer' button linking to WhatsApp for lead capture. Results showed a 17% increase in leads and 15% lower cost per lead versus the traditional approach. CEO Pristiangga Dwi Saputra highlighted that Advantage+ delivered overachieved goals with efficient quality leads.
Key actionable takeaways for ad ops: (1) Test optimizing for different conversion events like add-to-cart to capture early-stage interest; (2) Use A/B testing to make data-driven decisions rather than relying on assumptions; (3) Leverage AI-powered tools such as Advantage+ to streamline campaign management and improve efficiency. The case demonstrates how small businesses can effectively compete during peak seasons by embracing experimentation and automation.
Analyst Note
What's notable here is the shift from purchase-optimized to add-to-cart optimization using Meta's Advantage+ shopping campaigns—a move that signals a broader industry trend: leveraging AI-driven automation to capture intent earlier in the funnel. For UA and monetization teams, this case underscores a fundamental truth: optimization for a downstream event (purchase) isn't always the most efficient path to leads. By testing add-to-cart, Masela Adawiyah 99 effectively decoupled lead generation from final conversion, achieving a 17% lift in leads and 15% lower cost per lead.
This aligns with the growing emphasis on privacy-compliant, machine learning–powered campaign management, where platforms like Meta handle audience and placement optimization. The key implication for ad ops professionals is that conventional optimization goals may leave value on the table. As Ramadan 2026 approaches, similar periods of heightened consumer intent will reward teams that systematically A/B test not just creatives but the optimization event itself.
The timing is critical: with third-party cookie deprecation and rising CPMs, any method that improves cost efficiency and lead quality merits attention. This experiment isn't a one-off success—it's a replicable framework for using AI to align campaign objectives with the actual purchase journey.
You Might Also Like
AppsFlyerWinning every stage of the shopper journey with data – your ultimate guide to eCommerce app growth
App measurement is fundamentally different from web analytics due to data fragmentation across ad networks, devices, and apps. A Mobile Measurement Partner (MMP) like AppsFlyer bridges these gaps, enabling unified attribution, fraud protection, and LTV measurement. For eCommerce, granular event tracking, deep linking, and privacy-safe data collaboration are critical. Leaders should focus on metrics like IR, CPI, LTV, and ROAS, and adopt AI-driven optimization to overcome challenges like ad fraud and privacy changes. The future is Connected Commerce—integrating apps, web, retail media, and AI.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan drives high mobile engagement in the Gulf, but success hinges on pre-Ramadan acquisition for higher LTV and remarketing during the month. eCommerce peaks early; finance responds to mature market triggers; travel converts at Eid. Post-Ramadan, focus on retention over acquisition to stabilize. AI tools are operational but measurement lags. Key takeaway: plan early, leverage remarketing, and phase strategies by period.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
TikTokThe AI Uprising in Advertising: TikTok is Leading the Charge | TikTok For Business Blog
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
AppsFlyerCross-platform measurement: the complete guide for 2026
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
MetaFree Insights, AI Tools, and a Playbook to Help You Grow
Meta introduces the Holiday Insights Center, offering data-driven strategies for small businesses to maximize holiday sales. Key insights: 85% of shoppers buy in-store after seeing products on social media; 59% message businesses during holidays; AI adoption is rising among shoppers and can streamline operations; 94% of shoppers use creator content for guidance. Advertising ROI is strong: $4 back per $1 spent. Actionable steps include optimizing social profiles, enabling messaging tools, leveraging AI, collaborating with creators, and updating data setups like Meta Pixel and Conversions API. The free Holiday Playbook provides step-by-step guidance.
AppsFlyerMarketing attribution: what it is and how to measure it
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
MetaCyber 5 2025: What worked, what changed and how to win Q5
Cyber 5 2025 saw $44.2B in online sales (+7.7% YoY), with Black Friday outpacing Cyber Monday for the first time. Mobile dominated (57.5% of Cyber Monday sales), and AI shopping assistants surged 670% YoY, converting 38% better than traditional sources. The efficiency paradox emerged: higher CPMs but lower CPAs due to spike in conversion rates (Black Friday CPA down 14% vs. early Oct). Omnichannel campaigns delivered 35% lower CPA. Q5 (post-Cyber Monday) offers the most efficient period with low CPMs and high purchase intent. Key tactics: creative diversity, automation, creator partnerships, and remarketing.
More from Meta
Free Insights, AI Tools, and a Playbook to Help You Grow
Meta introduces the Holiday Insights Center, offering data-driven strategies for small businesses to maximize holiday sa...
Small to Scale: How ROBINMAY Used Reels to Unlock a New Audience and a New Market
ROBINMAY used Reels and AI optimization to expand from women to men without rebranding. Meta's Opportunity Score identif...
Muse Image Brings Next-Generation AI to Image Generation for Businesses
Muse Image, Meta's first image generation model, will power Advantage+ creative with agentic reasoning and self-refineme...
AI, Affiliates, and the New Way People Shop
Shopee's affiliate program has grown to 36 million affiliates globally, with active affiliates doubling YoY. Creator-led...
Building an AI-Native Business: Southeast Asia's Next Growth Chapter
Cross-border commerce is projected to reach $4.8T by 2032, with 70% of global shoppers buying via social media. In South...
Book appointments directly from your Lead Ads
Embedded appointment booking for Facebook Lead Ads removes friction by letting leads book appointments directly within I...