Meta launches unified API structure for Advantage+ campaigns

Meta announced on May 29, 2025, a significant overhaul to its Marketing API structure that eliminates separate workflows for Advantage+ shopping campaigns (ASC) and Advantage+ app campaigns (AAC). The new unified process introduces a single campaign creation system that automatically determines Advantage+ status through three automation levers: budget, audience, and placement settings.

According to Meta's developer documentation, beginning with Marketing API version 25.0, advertisers will no longer use the smart_promotion_type flag to create ASC or AAC campaigns. Instead, campaigns automatically enter Advantage+ state when configured with appropriate automation settings across budget allocation, audience targeting, and ad placement optimization.

Technical implementation details

The new system introduces the advantage_state_info field that provides real-time status information for each campaign. This read-only indicator shows whether campaigns qualify for Advantage+ performance benefits by displaying states including ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, ADVANTAGE_PLUS_LEADS, or DISABLED.

For campaigns to achieve Advantage+ status, all three automation requirements must be enabled simultaneously. Advantage+ budget state requires campaign-level budget configuration using supported bid strategies including LOWEST_COST_WITHOUT_CAP, COST_CAP, LOWEST_COST_WITH_BID_CAP, or LOWEST_COST_WITH_MIN_ROAS. Advantage+ audience state allows only geographic targeting or complete automation through the "targeting_automation": {"advantage_audience": 1} setting. Advantage+ placement state prohibits any placement targeting or exclusions.

The existing_customer_budget_percentage field will be deprecated alongside the ASC API in version 25.0. Meta provides detailed instructions for replicating this functionality through custom audience segmentation across two ad sets within the same campaign.

Migration timeline and implications

The transition follows a structured deprecation schedule designed to minimize business disruption. Marketing API version 24.0, scheduled for September-October 2025, will prevent creation or updates of ASC/AAC campaigns on the new version while maintaining support on version 23.0. Version 25.0, launching in Q1 2026, will implement breaking changes that prohibit ASC/AAC campaign creation across all API versions.

Digital marketing insights from PPC Land indicate this change reflects Meta's broader strategy toward AI-powered automation in advertising workflows. The platform has consistently expanded automation features throughout 2025, with Advantage+ sales campaigns showing 22% average return on ad spend improvements.

Performance benefits and automation features

Campaigns with advantage_state enabled receive the same automation benefits previously exclusive to ASC and AAC campaigns. Advantage+ campaign budget automatically manages spending across ad sets for optimal results. Advantage+ audience utilizes Meta's customer knowledge and AI algorithms to identify relevant audiences without manual targeting parameters. Advantage+ placements identify cost-effective ad placements across Meta's advertising network.

The unified system maintains access to all existing ad creation tools while enabling AI optimizations. Advertisers can create Manual Ads, Advantage+ Catalog Ads, Shops Ads, and Localized Catalogs within the same campaign structure. This approach addresses previous limitations where advertisers had to choose between automation benefits and campaign flexibility.

Meta's documentation emphasizes that campaigns created with advantage_state of ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, or ADVANTAGE_PLUS_LEADS will display smart_promotion_type of GUIDED_CREATION, maintaining consistency with existing campaign identification systems.

Developer migration requirements

API developers must update their integration code to accommodate the new campaign creation process. The advantage_state field becomes available starting with Marketing API version 23.0, allowing developers to test implementations before mandatory migration deadlines.

For campaigns requiring existing customer budget control, developers must implement two-ad-set structures that separate existing customers through custom audience inclusion and exclusion settings. This approach replicates previous existing_customer_budget_percentage functionality while working within the new unified framework.

Meta encourages early testing and migration preparation, noting that existing ASC/AAC campaigns will continue operating without interruption during the transition period. However, editing these campaigns in the new Ads Manager interface after enrollment may automatically convert them to the unified Advantage+ structure.

Industry context and competitive positioning

The API restructuring represents Meta's response to increasing demand for simplified campaign management tools that maintain performance optimization capabilities. Recent Meta advertising updates have focused on automation while providing advertisers with granular control options when needed.

This development follows Meta's pattern of gradually expanding AI-powered features across its advertising platform. The company's opportunity score tool, launched globally in June 2025, showed that advertisers adopting AI-driven recommendations experienced a 12% median decrease in cost per result during testing phases.

Marketing professionals should note that the unified Advantage+ system aligns with broader industry trends toward automated campaign optimization. The change provides developers and advertisers with a single API structure that supports both manual control and AI-driven automation based on configuration choices rather than campaign type selection.

Timeline

• May 29, 2025: New streamlined Advantage+ campaign setup introduced for selected advertisers
• September-October 2025: Marketing API v24.0 restricts ASC/AAC creation on new version
• Q1 2026: Marketing API v25.0 implements breaking changes, requires unified campaign structure
• Ongoing: Phased rollout to all advertisers expected throughout 2025

Related developments

Meta's broader AI advertising expansion throughout 2025 has emphasized automatic creative optimization features, with the platform introducing Creative breakdown functionality in July 2025 for analyzing AI-generated content performance. The company also enabled Dynamic Media by default for Advantage+ Catalog ads starting September 2025, requiring developer preparation for automatic video integration.

Additionally, Meta has streamlined its API structure through multiple updates, including Instagram and Marketing API integration improvements announced in January 2025 and Graph API v21.0 release in October 2024.

Summary

Who: Meta Technologies announced the Marketing API update, affecting developers and advertisers using Advantage+ shopping campaigns and Advantage+ app campaigns through programmatic campaign management.

What: Meta introduced a unified API structure that replaces separate ASC and AAC workflows with a single campaign creation process determined by automation settings for budget, audience, and placement optimization.

When: The announcement was made on May 29, 2025, with phased implementation starting immediately for selected advertisers and full rollout planned throughout 2025. Breaking API changes will occur with version 25.0 in Q1 2026.

Where: The changes affect Meta's Marketing API globally, impacting campaign creation across Facebook, Instagram, and Meta Audience Network advertising platforms.

Why: The update aims to simplify campaign management by eliminating the choice between manual and Advantage+ campaigns while maintaining all automation benefits and manual control options within a unified system.