Meta Launches Graph API v22.0 and Marketing API v22.0 with Major Updates

Meta has announced the release of Graph API v22.0 and Marketing API v22.0, introducing significant changes to their advertising platform and developer tools.

Key Updates to Marketing API

Location Targeting Enhancement

• New feature enables advertisers to reach users showing interest in targeted locations
• Testing showed a 6.7% decrease in cost per result
• Expands reach to users showing travel intent or purchase interest within targeted regions

Changes to Custom Audiences

• New restrictions on customer list custom audiences for housing, employment, and financial services campaigns
• Introduction of is_sac_cfca_terms_certified field at ad set level
• New is_eligible_for_sac_campaigns field available from January 6, 2025

Instagram API Integration

The platform is implementing several changes to Instagram-related endpoints:

• Replacing Instagram User, Instagram Media, Instagram Carousel, and Instagram Comment with unified IG alternatives
• Introducing new views metric across all API versions
• Deprecating several metrics including plays, clips_replays_count, and impressions

Deprecation Timeline

Key deprecation dates include:

• Marketing API v19.0: February 4, 2025
• Marketing API v20.0: May 6, 2025
• Graph API v16: May 14, 2025
• Graph API v17: September 12, 2025
• Facebook Platform SDK v17.0: May 2025

Detailed Targeting Changes

Meta is removing Detailed Targeting exclusions with notable impacts:

• Tests showed 22.6% lower median Cost per Conversion without Detailed Targeting Exclusions
• Employer exclusions remain supported through Audience controls
• Implementation period: January 21, 2025 to April 21, 2025