Expanding the availability of Advantage detailed targeting

By Naomi Alston and Vikas Jain

As part of our continued effort to help advertisers drive performance, we are expanding the availability of our Advantage detailed targeting product to all campaign objectives and optimizations.

Advantage detailed targeting is part of our Advantage product suite that leverages advanced automation and machine learning technology to help improve advertiser campaign performance. Specifically, Advantage detailed targeting can help improve campaign performance by allowing our system to reach a broader group of people than are defined in an advertiser’s initial detailed targeting selections, if our system predicts it’s likely to improve performance.

For more details on Advantage Detailed Targeting please refer to our Help Center Article.

This launch will require an update to the code used in Meta’s Marketing API, and new code will need to be implemented by April 22, 2024.

What's happening:

On January 23, 2024 we will roll out the following changes for advertiser and partners using the Marketing API:

Campaigns that are optimized for Impressions, Video views, Reach, Engagement or ad recall lift will now have the option to opt-in to Advantage detailed targeting.
Campaigns that are optimized for Leads will have Advantage detailed targeting automatically applied with the option to opt-out.
- Please note: the opt-in option will be toggled on for new and duplicated campaigns/ad sets, and you can use this toggle to opt-out if you wish.
Campaigns that are optimized for Link clicks or Landing page views will have Advantage detailed targeting automatically applied with no option to opt-out.

Impact to advertisers and partners using the Marketing API:

For advertisers and partners using the API listed below, these changes will present a breaking change. Beginning January 23, 2024, developers can start to implement the code changes, and will have until April 22, 2024 to make these updates. This change will be released in the new API release V19. Please refer below to the list of impacted endpoints related to this change:

Impacted endpoints

Object	Type of Interaction from Interaction SDK	Changes
GET	/act_{ad-account-id}/delivery_estimate /{adset-id}/delivery_estimate	The field ‘targeting_optimization’ won’t be accepted for campaigns that are optimized for Link clicks or Landing page views. This also applies to previous optimizations that were included in Advantage Detailed Targeting with no option to opt-out including conversions, value, app installs, app events and conversations. The field targeting_as_signal should be either null or 0 for campaigns that are optimized for Impressions, Video views, Reach, Engagement, Ad Recall Lift or Lead, otherwise an error will be thrown.
POST	/act_{ad_account_id}/{adsets} /{adset-id}	The field ‘targeting_optimization’ won’t be accepted for campaigns that are optimized for Link clicks or Landing page views. This also applies to previous optimizations that were included in Advantage Detailed Targeting with no option to opt-out including conversions, value, app installs, app events and conversations. For all optimizations that are opted into Advantage Detailed Targeting with no option to opt-out we will automatically set the targeting_as_signal field to either 1 or 3 based on the set of objectives + optimizations.

Object

Type of Interaction from Interaction SDK

Changes

GET

/act_{ad-account-id}/delivery_estimate

/{adset-id}/delivery_estimate

The field ‘targeting_optimization’ won’t be accepted for campaigns that are optimized for Link clicks or Landing page views. This also applies to previous optimizations that were included in Advantage Detailed Targeting with no option to opt-out including conversions, value, app installs, app events and conversations.
The field targeting_as_signal should be either null or 0 for campaigns that are optimized for Impressions, Video views, Reach, Engagement, Ad Recall Lift or Lead, otherwise an error will be thrown.

POST

/act_{ad_account_id}/{adsets}

/{adset-id}

The field ‘targeting_optimization’ won’t be accepted for campaigns that are optimized for Link clicks or Landing page views. This also applies to previous optimizations that were included in Advantage Detailed Targeting with no option to opt-out including conversions, value, app installs, app events and conversations.
For all optimizations that are opted into Advantage Detailed Targeting with no option to opt-out we will automatically set the targeting_as_signal field to either 1 or 3 based on the set of objectives + optimizations.

Please refer to the developer documentation for further details to support code implementation.

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