Meta Updates Marketing API with New Advantage+ Campaign Structure

Last week on May 29th, a new streamlined Advantage+ campaign setup was introduced for sales and app campaigns, initially available to selected advertisers and set to roll out to all in the coming months. This update aims to enhance performance for API Developers by allowing advertisers to utilize Advantage+ alongside a full range of ad features in one experience, replacing the need to choose between Advantage+ shopping campaigns (ASC) or manual campaigns.

A new indicator will show if sales and app campaigns are Advantage+ ON, indicated by the advantage_state field set to a value other than DISABLED. This will be available as an API flag starting with v23.0. When a campaign is Advantage+ ON, it signifies optimal automation for performance, equivalent to Advantage+ sales or app campaigns. Key features for Advantage+ ON status include:

• Advantage+ campaign budget: Automatically manages budgets across ad sets for optimal results.
• Advantage+ audience: Utilizes customer knowledge and AI to target relevant audiences.
• Advantage+ placements: Identifies cost-effective ad placements across Meta technologies.

Advertisers can request a new read-only field called advantage_state_info to determine if their campaign is in Advantage+ state. This field will provide details on the campaign's status, including whether the Advantage+ features are enabled.

With the launch of MAPI v25.0, MAPI partners will no longer be able to create ASC/AAC campaigns using the ASC/AAC API. Instead, they must create campaigns that include Advantage+ audience and Advantage+ campaign budget to qualify as Advantage+ ON. Partners can currently create ASC/AAC equivalent campaigns using the regular "Create an Ad Campaign" documentation.

The introduction of the advantage_state_info flag in v23.0 will indicate if a campaign is in Advantage+ setup. The ASC/AAC flag will be deprecated with v25.0, along with the Existing Customer Budget Cap feature. Partners are encouraged to test and review these updates, although immediate action is not required as the ASC/AAC APIs will still be supported through v22.0 and v23.0.

Future Changes

• Sept/Oct 2025 | MAPI version 24: Creation or updates of ASC/AAC campaigns will no longer be possible on the new API version (v24.0), but will still be supported on v23.0.
• Q1 2026 | MAPI version 25: A breaking change will occur, prohibiting the creation or updating of ASC/AAC campaigns across all API versions. Only ASC/AAC-equivalent campaigns can be created using the regular "Create an Ad Campaign" documentation.

Impacted API Endpoints

Affected API endpoints include:

1. GET /{ad-campaign-id}
2. GET /act_{ad-account-id}/campaigns