2025 Out-Of-Cycle Changes

2025 out-of-cycle changes to Marketing API.

October 29, 2025

Insights

Applies to all versions on October 29, 2025.

Introducing the instagram_profile_visits insights metric that measures the number of times users visit an advertiser's Instagram profile as a result of interacting with an ad. This includes clicks on the ad's CTA button, profile picture, or username that lead directly to the Instagram profile.

The following endpoints are affected:

• GET /{campaign-id}/insights
• GET /{ad-set-id}/insights
• GET /{ad-id}/insights

October 28, 2025

Threads Ads

• Advantage+ catalog ads are now available for Threads ads. Only images and image carousels are currently supported. Slideshow, video and entry cards are not supported at this time. See Threads Advantage+ Catalog Ads for more information.

October 13, 2025

Ads Insights API Upcoming Changes

Applies to all versions on January 12, 2026.

• Attribution Windows: Data for 7-day view-through (action_attribution_windows=7d_view) and 28-day view-through (action_attribution_windows=28d_view) attribution windows will no longer be available and will return no data
• Historical Data: Certain fields and breakdowns will have limited historical data retention and will return no data when queried with start_dates beyond their retention limits:
  • Limited to 13 months: All breakdowns for unique-count fields (like unique_actions and cost_per_unique_action_type); and hourly breakdowns for all fields (i.e., breakdowns=hourly_stats_aggregated_by_advertiser_time_zone)
  • Limited to 6 months: Frequency breakdowns (i.e., breakdowns=frequency_value)
• MMM Breakdowns: MMM breakdowns (i.e., breakdowns=mmm) will be limited to asynchronous jobs.

The following endpoints are affected:

• GET /{ad-account-id}
• GET /{campaign-id}
• GET /{ad-set-id}
• GET /{ad-id}
• POST /{ad-account-id}
• POST /{campaign-id}
• POST /{ad-set-id}
• POST /{ad-id}

October 9, 2025

Placements

Messenger Inbox

Applies to v23.0+. Will apply to all versions on November 11, 2025.

The Messenger Inbox placement (messenger_home) will no longer be available for targeting for ads creation.

The following endpoints will be affected:

• GET /{ad-account-id}/adsets
• POST /{ad-account-id}/adsets
• GET /{ad-set-id}?fields=targeting

October 6, 2025

Threads Ads

• Image carousel can now be used for Threads ads. Placement customization and dynamic media are not supported. See Threads Carousel Ads for more information.

September 18, 2025

Special Ad Categories

Social Issues, Elections, and Politics

Applies to all versions.

Beginning October 6, 2025, in response to the European Union's Transparency & Targeting of Political Ads (TTPA) regulation, social issues, electoral and political ads will no longer be allowed in the European Union. Learn more.

The following endpoints are affected:

• POST /{ad_account_id}/campaigns
• POST /{ad_account_id}/ads
• POST /{ad_account_id}/adsets
• POST /{ad_account_id}/adcreatives

September 2, 2025

August 19, 2025

Audiences

Basic Targeting

Will apply to all versions August 19, 2025.

COMSCORE_MARKET codes are a new geomarket source in location targeting for ad set creation. Comscore Markets can now be used as a source along with existing DMA (Designated Market Areas) regions .

The following endpoints are affected:

• POST /{ad-account-id}/adsets

Targeting Search

Will apply to all versions August 19, 2025.

COMSCORE_MARKET codes will be returned along with DMA regions when using targeting search.

The following endpoints are affected:

• GET /search

August 18, 2025

August 15, 2025

Threads Ads

• Threads ads now supports video ads. See Threads ads creatives: Media requirements for more information.
• Threads has been added as a publisher_platform in the customization_spec for Placement Asset Customization. See Supported Fields in customization_spec for more information.

May 1, 2025

March 31, 2025

Audiences

Applies to all versions March 31, 2025.

• The notification placement has been added to facebook_positions for placement targeting and placement asset customization.

March 10, 2025

Ads Insights API Upcoming Change

Applies to all versions on June 10, 2025.

On June 10, 2025, Ads Insights API behavior will change in two ways:

• To reduce discrepancies with Meta Ads Manager, use_unified_attribution_setting and action_report_time parameters will be disregarded, and API responses will mimic Meta Ads Manager settings. To learn more, visit developer documentation here.
• To improve overall API performance, reach will no longer be returned for queries that apply breakdowns and use start_dates more than 13 months old; developers may leverage asynchronous jobs to request such data. To learn more, visit developer documentation here.

January 14, 2025

Special Ad Categories

Applies to all versions.

As introduced in October 2024, there is a new Special Ad Category input for the special_ad_categories field. This input is FINANCIAL_PRODUCTS_SERVICES representing the Financial products and services category, and will replace the CREDIT input as of January 14th, 2025. This change is part of the expansion of special ad categories to include financial products and services in early 2025. Learn more about the update here or visit the developer doc resources page here.

CREDIT will no longer be a valid special ad category selection after it is deprecated on January 14th, 2025. Developers should migrate to using the FINANCIAL_PRODUCTS_SERVICES input prior to the deprecation to avoid campaign setup disruption. If an ad is created with the CREDIT category after January 14th, the API call will fail, and will be blocked with an error message. It is recommended that you prioritize this update well in advance of the deprecation date to minimize disruption for your customers.

Businesses that have selected the FINANCIAL_PRODUCTS_SERVICES input must comply with audience restrictions, similar to housing and employment.

The following endpoints are affected:

• POST /{campaign-id}