Meta has revealed significant changes coming to its Marketing API with the release of version 21 on October 2, 2024. This update further limits the use of original (legacy) campaign objectives, continuing the campaign objective simplification process that began in 2021.
Key Changes:
Creation Restrictions: Advertisers will no longer be able to create new ad sets or ads within campaigns using original objectives.
Affected API Endpoints:
/act_{ad_account_id}/campaigns/act_{ad_account_id}/ads
Exceptions: Two objectives remain unchanged and unaffected by these restrictions:
- Traffic
- App installs (now called 'app promotion')
Impact on Advertisers:
- Existing campaigns using original objectives can continue to run.
- New ad sets and ads can only be created under campaigns with simplified objectives, except for traffic and app promotion campaigns.
What Advertisers Should Do:
- Review current campaigns to identify those using original objectives.
- Plan to transition strategies to align with simplified objectives for future campaigns.
- Familiarize teams with the simplified objective structure if not already done.
Background:
This update is part of Meta's ongoing efforts to streamline its advertising platform, which began with the introduction of simplified objectives in 2021. The change aims to improve campaign management and performance optimization.
Advertisers using the Marketing API are advised to prepare for these changes well before the October 2, 2024 implementation date to ensure smooth campaign operations.
