Meta launches unified API structure for Advantage+ campaigns

Meta introduced on Might 29, 2025, a major overhaul to its Advertising and marketing API construction that eliminates separate workflows for Benefit+ buying campaigns (ASC) and Benefit+ app campaigns (AAC). The brand new unified course of introduces a single marketing campaign creation system that routinely determines Benefit+ standing via three automation levers: price range, viewers, and placement settings.

Based on Meta’s developer documentation, starting with Advertising and marketing API model 25.0, advertisers will not use the smart_promotion_type flag to create ASC or AAC campaigns. As a substitute, campaigns routinely enter Benefit+ state when configured with applicable automation settings throughout price range allocation, viewers focusing on, and advert placement optimization.

Technical implementation particulars

The brand new system introduces the advantage_state_info subject that gives real-time standing info for every marketing campaign. This read-only indicator reveals whether or not campaigns qualify for Benefit+ efficiency advantages by displaying states together with ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, ADVANTAGE_PLUS_LEADS, or DISABLED.

For campaigns to realize Benefit+ standing, all three automation necessities should be enabled concurrently. Benefit+ price range state requires campaign-level price range configuration utilizing supported bid methods together with LOWEST_COST_WITHOUT_CAP, COST_CAP, LOWEST_COST_WITH_BID_CAP, or LOWEST_COST_WITH_MIN_ROAS. Benefit+ viewers state permits solely geographic focusing on or full automation via the “targeting_automation”: {“advantage_audience”: 1} setting. Benefit+ placement state prohibits any placement focusing on or exclusions.

The existing_customer_budget_percentage subject will probably be deprecated alongside the ASC API in model 25.0. Meta offers detailed directions for replicating this performance via customized viewers segmentation throughout two advert units inside the similar marketing campaign.

Migration timeline and implications

The transition follows a structured deprecation schedule designed to attenuate enterprise disruption. Advertising and marketing API model 24.0, scheduled for September-October 2025, will forestall creation or updates of ASC/AAC campaigns on the brand new model whereas sustaining help on model 23.0. Model 25.0, launching in Q1 2026, will implement breaking modifications that prohibit ASC/AAC marketing campaign creation throughout all API variations.

Digital marketing insights from PPC Land point out this transformation displays Meta’s broader technique towards AI-powered automation in promoting workflows. The platform has persistently expanded automation options all through 2025, with Advantage+ sales campaigns showing 22% average return on ad spend improvements.

Efficiency advantages and automation options

Campaigns with advantage_state enabled obtain the identical automation advantages beforehand unique to ASC and AAC campaigns. Benefit+ marketing campaign price range routinely manages spending throughout advert units for optimum outcomes. Benefit+ viewers makes use of Meta’s buyer data and AI algorithms to determine related audiences with out guide focusing on parameters. Benefit+ placements determine cost-effective advert placements throughout Meta’s promoting community.

The unified system maintains entry to all present advert creation instruments whereas enabling AI optimizations. Advertisers can create Guide Advertisements, Benefit+ Catalog Advertisements, Retailers Advertisements, and Localized Catalogs inside the similar marketing campaign construction. This method addresses earlier limitations the place advertisers had to decide on between automation advantages and marketing campaign flexibility.

Meta’s documentation emphasizes that campaigns created with advantage_state of ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, or ADVANTAGE_PLUS_LEADS will show smart_promotion_type of GUIDED_CREATION, sustaining consistency with present marketing campaign identification methods.

Developer migration necessities

API builders should replace their integration code to accommodate the brand new marketing campaign creation course of. The advantage_state subject turns into out there beginning with Advertising and marketing API model 23.0, permitting builders to check implementations earlier than obligatory migration deadlines.

For campaigns requiring present buyer price range management, builders should implement two-ad-set constructions that separate present clients via customized viewers inclusion and exclusion settings. This method replicates earlier existing_customer_budget_percentage performance whereas working inside the new unified framework.

Meta encourages early testing and migration preparation, noting that present ASC/AAC campaigns will proceed working with out interruption through the transition interval. Nonetheless, enhancing these campaigns within the new Advertisements Supervisor interface after enrollment might routinely convert them to the unified Benefit+ construction.

Business context and aggressive positioning

The API restructuring represents Meta’s response to rising demand for simplified marketing campaign administration instruments that keep efficiency optimization capabilities. Recent Meta advertising updates have focused on automation whereas offering advertisers with granular management choices when wanted.

This growth follows Meta’s sample of steadily increasing AI-powered options throughout its promoting platform. The company’s opportunity score tool, launched globally in June 2025, confirmed that advertisers adopting AI-driven suggestions skilled a 12% median lower in price per consequence throughout testing phases.

Advertising and marketing professionals ought to word that the unified Benefit+ system aligns with broader trade traits towards automated marketing campaign optimization. The change offers builders and advertisers with a single API construction that helps each guide management and AI-driven automation based mostly on configuration selections somewhat than marketing campaign kind choice.

Timeline

• Might 29, 2025: New streamlined Benefit+ marketing campaign setup launched for chosen advertisers
• September-October 2025: Advertising and marketing API v24.0 restricts ASC/AAC creation on new model
• Q1 2026: Advertising and marketing API v25.0 implements breaking modifications, requires unified marketing campaign construction
• Ongoing: Phased rollout to all advertisers anticipated all through 2025

Meta’s broader AI promoting enlargement all through 2025 has emphasised automatic creative optimization features, with the platform introducing Inventive breakdown performance in July 2025 for analyzing AI-generated content material efficiency. The corporate additionally enabled Dynamic Media by default for Advantage+ Catalog ads beginning September 2025, requiring developer preparation for automated video integration.

Moreover, Meta has streamlined its API construction via a number of updates, together with Instagram and Marketing API integration improvements introduced in January 2025 and Graph API v21.0 release in October 2024.

Abstract

Who: Meta Applied sciences introduced the Advertising and marketing API replace, affecting builders and advertisers utilizing Benefit+ buying campaigns and Benefit+ app campaigns via programmatic marketing campaign administration.

What: Meta launched a unified API construction that replaces separate ASC and AAC workflows with a single marketing campaign creation course of decided by automation settings for price range, viewers, and placement optimization.

When: The announcement was made on Might 29, 2025, with phased implementation beginning instantly for chosen advertisers and full rollout deliberate all through 2025. Breaking API modifications will happen with model 25.0 in Q1 2026.

The place: The modifications have an effect on Meta’s Advertising and marketing API globally, impacting marketing campaign creation throughout Fb, Instagram, and Meta Viewers Community promoting platforms.

Why: The replace goals to simplify marketing campaign administration by eliminating the selection between guide and Benefit+ campaigns whereas sustaining all automation advantages and guide management choices inside a unified system.