What Meta’s API updates mean for advertisers

Meta’s Graph and Marketing API updates change how businesses can manage Facebook and Instagram content and ads through third-party tools. Read the changes below to identify which settings and workflows may need review.

Meta’s API updates affect third-party campaign settings, supported requests and video measurement.

AI disclosure: Apps using Graph API v27.0 can add or remove a post’s AI-generated self-disclosure.
device targeting: New sales ad sets targeting specific mobile devices or operating systems will expand their reach across other mobile devices by default.
Product showcase: Meta may automatically enable product showcase on ads created through an API.
Unsupported requests: As of Nov. 4, new apps cannot use specified request features, and existing apps cannot introduce new use cases for them.

Video measurement: Meta is deprecating the total video consumption rate metric following the deprecation of 3-second video viewers and video reach metrics with Graph API v26.0.

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Meta announced several notable changes to its Graph and Marketing APIs that could affect how businesses manage their Facebook and Instagram presence through third-party tools.

Meta API access tools let third-party developers integrate features for managing Meta profiles and advertising campaigns. These integrations allow businesses to create and manage Facebook ads through social media management tools instead of using Meta Ads Manager directly.

Most Meta advertisers use Ads Manager to access these features. API-connected tools are also used by larger agencies and media buyers for broader access and cross-platform management in one tool.

Which Meta Graph and Marketing API settings are changing?

Meta’s API changes affect AI disclosure controls, device targeting, product showcase settings and supported requests. Businesses using third-party apps can review these changes to check whether their existing ad workflows need adjustment.

Meta’s API updates change default ad settings and restrict certain request features.

The latest updates from Meta include functional changes that will affect how third-party tools manage Meta content:

Apps using Graph API v27.0 can add or remove a post’s AI-generated self-disclosure. This gives advertisers control over whether the disclosure appears on their posts.
New sales ad sets targeting specific mobile devices or operating systems will also expand their reach to people using other mobile devices by default. Advertisers can change this setting manually to retain specific device targeting.
Product showcase may be enabled automatically on API-created ads. Advertisers can switch this setting off manually.
As of Nov. 4, new apps cannot use multi-ID requests, date/time formatting, HTTP method override, field aliases, JSONP callbacks or asynchronous batch requests. Existing apps cannot introduce new use cases for these features, and the restriction applies across all Graph API versions.

Manual controls remain available for device targeting and product showcase, while the listed request restrictions apply across Graph API versions. Reviewing both defaults and restrictions helps teams distinguish settings they can change from features they can no longer newly adopt.

Why is Meta deprecating the total video consumption rate?

Meta is deprecating the total video consumption rate metric because the 3-second video viewers and video reach metrics were deprecated with Graph API v26.0. Businesses using API-based reporting should account for the change in their measurement workflows.

Graph API v26.0 deprecated the 3-second video viewers and video reach metrics.

In addition to the updates that set new default parameters for manual control, Meta announced that the total video consumption rate metric is being deprecated. The change follows the deprecation of 3-second video viewers and video reach metrics with Graph API v26.0.

What should businesses using third-party Meta apps review?

Businesses launching Meta ad campaigns through third-party apps should check that their settings match their intended campaign process. The review should account for new defaults, available manual controls and the request features that new apps can no longer use.

Third-party Meta campaign workflows may need updates to keep ad settings aligned with business requirements.

The changes mean that businesses launching Meta ad campaigns through third-party apps will need to update their process where necessary so that settings align with their intended workflow.

Common questions about Meta API changes

Meta’s API updates affect ad settings, app requests and video metrics. These answers summarize the changes described above.

Meta API updates introduce new defaults and restrictions for third-party tools.

Can advertisers control device targeting on new sales ad sets?

Advertisers can manually change the default expansion across mobile devices to retain specific device targeting.

Can advertisers turn off product showcase on API-created ads?

Product showcase may be enabled automatically, but advertisers can switch it off manually.

Which Graph API version allows control of AI self-disclosure?

Apps using Graph API v27.0 can add or remove a post’s AI-generated self-disclosure.

Which video metrics are affected by the deprecation?

The total video consumption rate is being deprecated following the deprecation of 3-second video viewers and video reach with Graph API v26.0.

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