Advantage+ Campaign Experience for Sales and App

Last week on Thursday May 29th, we extended our new streamlined Advantage+ campaign setup for sales and app campaigns. As of now this feature will only be available to selected advertisers but will be gradually rolled out to all advertisers in the coming months. This update will help all current and future API Developers maximize their performance with AI.

This now means that instead of having to select between running an Advantage+ shopping campaign (ASC) or a manual campaign, advertisers have the option to now leverage the performance of Advantage+ with the complete range of ad features to meet specific business goals, all in one experience. This will also be the case for Advantage+ app campaigns (AAC) and manual app campaigns.

We also introduced a new indicator that will signal if the sales and app campaigns are either Advantage+ ON, which will be reflected in the field advantage_state set to a value other than DISABLED.. This indicator will be available as an API flag starting with v23.0. When ON, this >means an advertiser campaign reached an optimal level of automation to maximize performance; in other words, it has the same performance as an Advantage+ sales campaigns (or Advantage+ app campaign).

A campaign is Advantage+ ON when all of these foundational Advantage+ features are used:

• Advantage+ campaign budget: Automatically manages your budget across ad sets to give you the best results. Advantage+ campaign budget should be enabled for the campaign
• Advantage+ audience: Combines your customer knowledge with the power of AI to reach the most relevant audience. Within the Advantage+ campaign setup, Advantage+ audience should be used in a minimum of at least one ad set.
• Advantage+ placements: Finds the most cost-effective placements for your ads across Meta technologies. Within the Advantage+ campaign setup, Advantage+placement should be used in all ad sets. No action is required to be opted in Advantage+ placement, as it is the default setting on API.

Advertisers will be able to request a new field called advantage_state_info as part of their request to read the campaigns. This is a read only field and will tell if the campaign is in Advantage+ state or not.

{
 "advantage_state_info": {
   "advantage_state": "ADVANTAGE_PLUS_SALES",
   "advantage_budget_state": "ENABLED",
   "advantage_audience_state": "ENABLED",
   "advantage_placement_state": "ENABLED"
 },
}
---
Possible Values for advantage_state: enum (ADVANTAGE_PLUS_SALES, ADVANTAGE_PLUS_APP, DISABLED) 

What does this mean for MAPI partners?

With MAPI v25.0 launch, MAPI partners will no longer be able to use the ASC/ AAC API to create ASC/AAC campaigns. Instead, they will need to create campaigns with Advantage+ audience and Advantage+ campaign budget which will enable campaign to be Advantage+. Going forward partners will have the ability to query whether campaigns are in Advantage+ state or not.

• Starting today, MAPI Partners can create ASC/AAC equivalent campaigns, leveraging the regular "Create an Ad Campaign" dev doc. They will need to ensure the campaign includes Advantage+ audience and Advantage+ campaign budget to be considered Advantage+ ON. No action is required to be opted in Advantage+ placement as it is the default setting in the API.
• We are introducing a new advantage_state_info flag with v23.0 to indicate whether your campaign is in Advantage+ setup and reached an optimal level of automation to maximize performance. We will deprecate the ASC/AAC flag with v25.0 (breaking change).
• The Existing Customer Budget Cap/existing_customer_budget_percentage (ECBC) feature will be deprecated at the same time as the ASC API. To replicate ECBC, please follow this guidance.

What actions should MAPI partners take?

• Today: We would encourage partners to review and test from today in order to fully benefit from these updates. However there is no immediate action required as the AAC/ASC APIs will continue to be supported through v22.0 and v23.0.
• Recommendation: However, we recommend building regular campaigns with Advantage+ audience and Advantage+ campaign budget to avoid needing to migrate in the future. This will have no impact on your performance of your campaigns.
• Note that the flag “advantage_state_info” will only be visible after v23.0

• Sept/Oct 2025 | MAPI version 24: Starting at v24.0, you will no longer be able create or update ASC/AAC campaigns on the NEW API version (v24.0) but you can continue creating and updating ASC/AAC campaigns on the previous API version (v23.0).
• Q1 2026 | MAPI version 25: Breaking change on V25.0; at this time, you will no longer be able to create or update ASC/AAC campaigns across ALL API versions. You will only be able to create ASC/AAC-equivalent campaigns (e.g., “Advantage+ campaigns within the Sales and App Promotion objectives) by leveraging the regular "Create an Ad Campaign" dev doc, and creating a campaign with Advantage+ audience and Advantage+ campaign budget.

<Impacted endpoints>

• Affected API Endpoints (api reference)

1. GET /{ad-campaign-id}
2. GET /act_{ad-account-id}/campaigns