Meta announced the release of Marketing API v22.0, scheduled for January 21, 2025. The update brings significant changes to Advantage+ Creative Enhancements, moving from a bundled approach to individual feature opt-ins. The upcoming version will deprecate the Advantage+ Creative Standard Enhancements bundle, replacing it with individual creative enhancement options. This change allows advertisers more granular control over creative optimizations while maintaining all existing enhancement capabilities.
The individual features now available for opt-in include:
For Single Image Ads:
- Image template (Add overlays)
- Image touchups (Visual touch-ups)
- Text optimizations (Text improvements)
- Inline comment (Relevant comments)
For Single Video Ads:
- Video auto crop (Visual touch-ups)
- Text optimizations (Text improvements)
- Inline comment (Relevant comments)
Implementation Timeline and API Support
Meta will roll out additional features across all Marketing API versions starting January 27, 2025. The rollout will begin with 10% of advertisers and reach complete deployment by the end of February 2025.
The update introduces enhanced support for ad previews, allowing developers to generate previews for individual Advantage+ Creative enhancements like 'enhance_cta' and 'image_brightness_and_contrast'.
Improved Transparency in Feature Eligibility
The new version brings improved transparency to feature opt-in status. Developers can now query which Advantage+ Creative features are eligible and applied to an ad, as well as identify ineligible features that won't be applied. Ineligible features will be automatically removed from the "creative_features_spec" field.
Technical Implementation Requirements
Starting with MAPI v22.0, developers must update their implementation to opt-in to individual features rather than using the Standard Enhancements bundle. While existing campaigns will continue to run, any new or edited ads must specify individual Advantage+ Creative feature opt-ins for successful API requests.
The update impacts three key endpoints:
- POST /{ad_account_id}/adcreatives
- POST /{ad_account_id}/ads
- GET /{ad_id}/previews
Meta has provided a 90-day grace period from January 21, 2025, for developers to upgrade to the latest version, after which API calls to previous versions may fail or be automatically upgraded.
