Meta is moving its ad products toward automation quickly, and the latest example is Threads. According to industry news, Advantage+ catalog ads went live on Threads; it was also reported that Threads ads were being rolled out worldwide. This development is a new placement for e-commerce businesses with a product catalog and stores with high product variety, but it also means leaving part of the control to the system.
This article explains the change reported in the news, what it means for businesses and which controls to keep open when using Advantage+ automation. An important warning: our information on these developments is based on news sources and we could not verify which features are visible in accounts in Turkey. The settings you see in your own ads manager are what counts. To recall what Threads is, see our what is Threads post.
What Do the News Reports Say?
The points that stand out in the reports are these:
- Advantage+ catalog ads on Threads. It was reported that they became available on Threads at the end of October. At first only static images and image carousels are supported; formats such as slideshow, video and entry cards are said not to be compatible yet.
- Extending an existing campaign. Advertisers can extend existing Meta campaigns to Threads without preparing separate creative; the 4:5 ratio is also supported on Threads.
- Rollout of Threads ads. It is reported that Meta was getting ready to open Threads ads to users worldwide, offering reach to hundreds of millions of users.
- AI improvements in catalog ads. It is reported that the image touch-ups feature comes on by default in new ads and can be turned off, and that specific words or phrases can be excluded from AI-generated text.
It is unclear which of this information is open in accounts in Turkey. Meta can open features gradually by country and account. Check whether Threads appears among the placement options in your ads manager; if it does not, wait for now and follow Meta’s announcements.
What Is an Advantage+ Catalog Ad?
A catalog ad is an ad format that automatically shows the products in your product catalog to the user. Instead of preparing a separate ad for each product, you connect your catalog (product name, image, price, stock, link) to the system, and the system selects, combines and shows products according to the user’s interest.
“Advantage+” is the name of Meta’s automation layer: audience, placement, bidding and some creative settings are optimized by the system. In catalog ads this means the system chooses which product to show to which user. The most common use of these ads is retargeting a visitor with the product they saw (a site visitor looked at a product but did not buy).
A sound catalog is the foundation of this structure. If product titles are not clear, images are not good quality or price and stock information is not current, the ad also looks bad. Tools such as Merchant Center or Meta catalog management are used for catalog data; for preparing the product data feed see our Merchant Center product upload post. For store features on Instagram see our Instagram Shop post.
What Does It Mean for a Business?
The Threads placement may not suit every business. The framework below helps you decide.
Possibly more suitable: E-commerce sites with a product catalog that already get conversions in Meta ads and whose pixel or conversion tracking works properly. Brands with strong product images; since Threads is currently limited to static images and carousels, visual-led products are at an advantage. Businesses that can distribute an ad budget across several placements and test.
Those that should be more cautious: Those whose product catalog is missing or faulty. Accounts whose conversion tracking is not reliable. Low-budget accounts; collecting data on a new placement takes time and budget. Service businesses; catalog ads are product-focused, and lead form or traffic campaigns may suit service businesses better.
There is also the matter of audience and content: Threads users and their behavior may differ from Instagram; how a product ad is received in a text-based conversational environment is not yet fully known. In short, aim for learning rather than speed on new placements. So seeing Threads as a “test placement” is healthier than shifting the whole budget there.
Controls to Keep Open in Automation
Automations like Advantage+ make work easier; but once the system takes over control, the algorithm, not you, makes decisions on behalf of your brand and budget. Keep these controls open and review them regularly.
Monitor placements. Check in which placements the ad is shown (feed, Reels, Stories, Threads, Audience Network and so on) and the cost and conversion data of each placement. If a placement is expensive and inefficient, use the option to restrict the budget or turn it off.
Review image touch-ups. According to the news, image touch-ups come on by default in new catalog ads. A product image being changed by the system can move away from the product’s real appearance; it can carry the risk of misleading the consumer. Check claims about the real color and look of your product; turn the feature off if necessary.
Use an exclusion list for AI text. According to the news, it is possible to exclude specific words or phrases from AI-generated text. Add unverifiable expressions such as “cheapest”, “guaranteed”, “cures” and language that does not suit your brand to the list.
Keep price and stock data current. If the price or stock in the catalog is wrong, the ad shows wrong information. In campaign periods make sure price updates reach the catalog quickly. For current rules on price and discount display see our e-commerce rules post.
Check brand safety. Monitor what content the ad appears alongside and what comments it gets; if it appears in inappropriate contexts, use the exclusion settings.
How to Set Up a Small, Controlled Test
The safest way to test a new placement is to set up a small experiment without touching the existing running campaign. You can compare by splitting the budget with Meta’s experiment tools or a copy of the campaign.
Set a goal and a criterion. Write the question of the test: “Does the Threads placement bring a similar or lower cost per conversion than existing placements?” As the criterion, choose a single main indicator such as cost per conversion and number of conversions.
Keep the budget limited. Set aside a small part of current spending (for example 10-20 percent) for the test. Do not shift a large budget to the new placement immediately.
Wait for enough time and data. At least 2-4 weeks or enough conversion volume is needed. Do not decide from the fluctuations of the first days; the system is in its learning period.
Fit the creative to the placement. The 4:5 ratio is supported on Threads; check your product images against this ratio and the plain look of the placement. Crowded images with small text are not readable on mobile.
Record the result. When the test ends, write the results (spend, conversions and cost by placement), the settings you used and your takeaways in a table. It will help when you re-test three months later.
For general budget logic see our campaign budget optimization post and for ad formats our Instagram ad formats post.
Measurement: Track Conversion Correctly
Catalog ads and automation do not work without correct conversion data. The system learns which product works for which user from the events you define. So check your measurement setup.
Look at these: do product view, add to cart, initiate checkout and purchase events work correctly? Do the events match the product ID (the ID in the catalog)? Is data missing because of cookie consent and privacy settings? Does the number of conversions reported in the campaign roughly match your site’s own order data?
The conversion the ad platform reports may not match real orders on your site exactly; the causes include attribution windows, cookie consent and device differences. Compare as a trend, and make your final criterion the real revenue and profit from orders. For missing data with cookie consent see our GA4 and cookie consent post.
Alternatives for Service Businesses
Catalog ads are product-focused. If you are a service business (clinic, consulting, education, hotel) you need to take a different path on Threads and Instagram.
Lead form or messaging campaigns are a more direct goal for service businesses. Retargeting (reminding site visitors) can be done without a product catalog. Starting with organic content and supporting content that works with ads is a low-budget, low-risk path for service businesses. For organic content templates see our saved and shared content post.
The organic side of Threads can also be tried: content such as brand voice, short information sharing and replying to customer questions can collect followers even without ads. Still, keep expectations realistic; we cannot know in advance how organic reach and ad performance will be on Threads in your sector.
Common Mistakes
Shifting the budget on hearing about a new placement. New features often carry a data gap in the early period; a controlled test is safer.
Opening ads without checking the catalog. Faulty product data makes automation more expensive.
Not reviewing automatic image and text settings. Features that come on by default can change your brand’s language and your product’s real appearance.
Not verifying conversion tracking. The system grows in the wrong place with the wrong signal.
Deciding after the first week. Results are volatile in the learning period.
Trusting offers that promise guarantees. Promises like “your sales will rise this much with Threads ads” are not realistic; results vary with sector, product and budget.
What Does Soft Ajans Do in Meta Ads?
At Soft Ajans we run setup, audience and placement structure, creative planning, conversion tracking and reporting on Instagram and Meta ad accounts. With new placements and automation features we first check the state and measurement of the existing account, set up a controlled test plan and share the results transparently. We do not guarantee sales or conversions; our approach rests on measurement.
For details take a look at our Instagram advertising packages page and our Facebook advertising page, and you can request a free preliminary analysis.
Frequently Asked Questions
Are ads on Threads open in Turkey?
The news talks about a global rollout but we could not verify which features appear in accounts in Turkey. Check whether Threads appears among the placement options in your ads manager.
What is an Advantage+ catalog ad for?
It automatically selects and shows the products in your product catalog according to the user’s interest. Its most common use is retargeting a visitor who looked at a product but did not buy with the same product.
Which ad formats are supported on Threads?
According to the news, at first static images and image carousels are supported; video, slideshow and entry cards are not yet compatible. Verify the current situation in the ads manager.
Should I turn off the image touch-up feature?
It makes sense to turn it off if there is a risk of changing the product’s real appearance. According to the news, it comes on by default in new catalog ads and can be turned off.
Is it worth trying with a small budget?
A new placement needs time and budget to collect data. With a small budget it is safer first to strengthen existing working campaigns, then run a controlled test with a small part of current spending.
Can a service business use catalog ads?
Catalog ads are product-focused. For service businesses, lead form, messaging or traffic campaigns and retargeting are more suitable.
