Facebook Marketing API Adds Limited Spend Feature for Excluded Placements

Starting October 8th, a new feature will allow advertisers to allocate up to 5% of their spend to specific excluded placements, enhancing performance without fully removing them from campaigns. This update provides flexibility, enabling some delivery to certain placements.

For Marketing API advertisers, limited spend on excluded placements is not enabled by default. Advertisers must explicitly use new API endpoints to set spend restrictions. All settings regarding placement exclusions and limited spend must be managed through the API, which allows for updates at any time.

Advantage+ placements remain the recommended option for most advertisers, as it identifies cost-effective opportunities for impressions, maximizing reach at lower costs. However, if Advantage+ placements are not feasible, the new feature serves as a smarter alternative to complete exclusion, offering more flexibility and potential performance improvements.

Key Changes

Previously, placements could only be fully included or excluded. The new feature allows for a maximum of 5% spend on specific excluded placements. For Marketing API users, there are no changes to default behavior; limited spend must be explicitly designated using new API endpoints. This feature applies to Sales and Leads objectives.

Implementation Details

API Endpoints Impacted:

• Create/Update Ad Sets:
  • POST act_{ad-account-id}/adsets
  • POST {ad-set-id}
• Retrieve Ad Set Details:
  • GET {ad-set-id}?fields=placement_soft_opt_out

Usage Instructions:

1. Fully Opt Out: Continue using the Placements API to exclude placements entirely, which will not receive any spend.

2. Opt Out with Limited Spend: To opt out with limited spend, include the placement_soft_opt_out field in your POST request when creating or updating an ad set. Supported positions include:

   • facebook_positions
   • audience_network_positions
   • instagram_positions
   • threads_positions
   • messenger_positions

   Example:

   "placement_soft_opt_out": {
     "facebook_positions": [
       "marketplace",
       "profile_feed"
     ],
     "audience_network_positions": [
       "classic",
       "rewarded_video"
     ]
   }
   

3. Retrieve Limited Spend Settings: Use the query GET {ad-set-id}?fields=placement_soft_opt_out to view placements with limited spend.

For further details, refer to the Placements API Reference or consult a Meta representative.