Facebook Launches Graph API v24.0 and Marketing API v24.0 for Developers

Facebook has announced the launch of Graph API v24.0 and Marketing API v24.0, introducing a number of important updates for developers. Notably, dynamic media in Advantage+ catalog ads will now be enabled by default, and developers who do not wish to use this feature must opt out manually.

Other updates include limited spend on excluded placements, ad set budget sharing, and stricter rules for custom audiences. In addition, video feed ad placements are no longer supported. Developers need to update their integrations to comply with these changes and maintain stable operation.

Key Changes in Graph API v24.0 and Marketing API v24.0

New Metrics for Creators

The new version introduces the Content Monetization Earnings metric, which tracks creators’ earnings from content monetization.

Media Automation in Ads

Starting September 1, 2025, the media_type_automation field for Advantage+ Catalog Ads will default to OPT_IN, aligning with Ads Manager settings. This improves creative liquidity and optimizes the use of Catalog Product Video (CPV) assets.
Developers must update their API integrations to opt out of dynamic media manually; otherwise, enforcement will begin on October 20, 2025.

Affected Endpoints

The following endpoints will be impacted:

• act_<AD_ACCOUNT_ID>/adcreatives
• act_<AD_ACCOUNT_ID>/ads

Marketing API Updates

Lookalike Audiences

From January 6, 2026, the lookalike_spec field will become mandatory for creating new lookalike audiences, meaning developers must strictly follow the specified types and formats.

Website Destination Optimization

This feature allows dynamic selection of a landing page based on user intent.
Key updates:

• Ability to set website destination optimization directly in ad creatives.
• Updated endpoints:
  • POST /act_{ad_account_id}/adcreative
  • GET /{ad-creative-id}/?fields=destination_spec

Limited Spend on Excluded Placements

Graph API v24.0 introduces the ability to spend up to 5% of budget on placements that were excluded during campaign creation. This improves campaign performance for Sales and Leads objectives.
The new placement_soft_opt_out parameter allows controlling this behavior.

Read more about Facebook merging all videos into Reels format.

Breaking Changes

WhatsApp Template Pagination

The GET //message_templates endpoint will introduce a new error code for outdated pagination cursors. Developers must update their error handling logic accordingly.

Upsert Product Items

The allow_upsert parameter in v24.0 allows both updating and creating product items in a single request, removing the need for separate calls.

Detailed Targeting Updates

Starting October 8, 2025, some detailed targeting options will be consolidated, affecting the creation of new campaigns. Existing campaigns can continue to run until January 6, 2026, after which outdated options will no longer be available.

Daily Budget Flexibility

Meta Ads Manager now allows up to 75% daily budget overspend on certain days while maintaining a weekly cap of 7× the daily budget, providing more flexibility for budget optimization.

Ad Set Budget Sharing

Ad set budget sharing allows up to 20% of one ad set’s budget to be used by other ad sets in the same campaign, improving performance without enabling Campaign Budget Optimization (CBO).

Embedded Signup and Items Batch API

Embedded Signup v4 simplifies onboarding for Meta Business Messaging API and advertising APIs.
Additionally, a 30 MB request size limit will be enforced in Items Batch API to prevent failures from overly large requests.

Custom Audiences and Conversions

From September 2, 2025, stricter restrictions will apply to custom audiences and conversions containing sensitive data. Developers must ensure compliance to avoid campaign disruptions.

Deprecations and Breaking Changes

• Video feeds placement will be fully removed.
• Click to Messenger Lead Gen Ads will be deprecated.
• The overlay_url field in Live Video API will be removed.
• The conversation object in message status webhooks will also be deprecated.

Upcoming Marketing API Deprecations

In MAPI v25.0, the following will be deprecated:

• Advantage Shopping Campaigns (ASC)
• Advantage App Campaigns (AAC)

Developers are advised to migrate to Advantage+, with migration available starting October 8, 2025.

Meta Business SDK v24

The Meta Business SDK v24 release includes:

• Dependency upgrades;
• New features;
• Dynamic media enabled by default;
• More flexible budget settings.

Meta emphasizes that older API versions will be gradually deprecated, so it is recommended to upgrade to the latest versions as soon as possible to avoid disruptions in ad integrations.

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