Meta Marketing API updates Advantage+ audience behaviors

Changes to Advantage+ audience behaviours were announced on May 29th, specifically regarding the advantage_audience parameter within targeting_automation. With the release of API version V23.0, this parameter will now default to 1 unless explicitly set to 0 or 1 when creating a new ad set. This change does not affect existing ad sets.

Default Opted-in Cases

The advantage_audience parameter will default to 1 in the following scenarios:

• Default Targeting Setup: When default values for Age, Gender, Custom Audience Inclusion, and Detailed Targeting Inclusion are used or omitted.
• Relaxed Targeting Setup: When individual relaxation settings for Age, Gender, Custom Audience Inclusion, and Detailed Targeting Inclusion are applied.

Require Explicit Advantage Audience Case

If non-default settings are used for any of the parameters without individual relaxation settings, an error will occur when creating the ad set.

Recommended Actions for MAPI Partners

MAPI partners should note that in API version V23.0, the advantage_audience parameter will default to 1 or require explicit setting. Partners are encouraged to review and test Advantage+ audience across all campaign objectives to maximize the benefits of these updates, as it has been shown to improve performance compared to business-as-usual (BAU).

Impacted Endpoints

The following API endpoints are affected:

• POST {ad-account-id}/adsets
• POST {adset-id}
• POST {adset-id}/copies
• GET {ad-account-id}/delivery_estimate