Meta's API v27 Widens New Device-Targeted Sales Ad Sets by Default and Breaks Some Catalog and Lookalike Calls
TLDR
Meta's API v27.0 widens new device-targeted Sales ad sets by default starting now, and the change reaches all versions in about 90 days, while some catalog and lookalike API calls now fail.
What this Meta policy change means for your accounts
- Status
- Policy change
- Platform
- Meta
- Affects
- Sales ad sets, device-targeted ad sets, catalog API calls, lookalike API calls
- Who
- Advertisers and developers using the Meta marketing API
- Effective
- From today on v27.0, and on all versions in about 90 days
- Action needed
- Check catalog and lookalike API integrations for failing calls before the change reaches your version.
From v27.0, new device-targeted Sales ad sets widen by default, and PPC Land notes that some catalog and lookalike API calls now fail. The same behavior extends to all versions in about 90 days.
How we got here: earlier Meta coverage
- Oct 28Meta Turns On Device-Side Conversion Counting by Default on November 12
Meta will switch on device-side conversion counting by default on November 12, and a scan of Meta ad files found only 2 of 3,379 AI-flagged files disclosed AI use.
- Oct 27Meta to Expand Pixel Conversion Counting by Default From Nov 12
Meta will count more conversions through the Meta Pixel from Nov 12 for datasets already sending events, unless advertisers opt out.
- Oct 22Meta Ads Manager Adds Product-Level Metrics for Catalog Campaigns
Meta introduced seven product-level metrics (spend, clicks, views, attributed orders per product) to its Ads Manager for catalog campaigns.
- Oct 15Meta turns on product browsing within Facebook and Instagram ads starting October 28
Meta is enabling product browsing directly within Facebook and Instagram ads starting October 28, following a test with over 117,000 advertisers.