Table of Contents
- The confirmed dates
- What the v24.0 expiry means for older integrations
- What changes for all versions on October 27
- What this could mean for reporting and cost data
- Does this affect the Conversions API?
- Does this affect UTM or URL parameters on Meta ads?
- Questions to ask your agency or software vendor
- What to do this week
Meta Marketing API v24.0 expired on October 6, 2026, and on October 27, 2026 a set of v26.0 changes will apply to every Marketing API version. The October 27 changes cover poll ad creation, applink_treatment=web_only on Website and App campaigns, the Messenger Stories placement, Advantage+ Audience flags for housing, employment and financial campaigns, and three Delivery Estimate fields. Most of this matters to tools that create or edit ads through the API. It touches reporting at the edges and does not touch your UTM tags.
This is the Meta counterpart to our note on the Google Ads API v22 sunset. Meta isn't changing how Ads Manager works for you. The deadlines apply to software that talks to Meta's API for you: reporting connectors, bulk-editing and automation tools, agency scripts and some Conversions API (CAPI) setups. Every date below comes from Meta's own changelog and developer blog.
The confirmed dates
| Date | What happens | Source |
|---|---|---|
| July 29, 2026 | Marketing API v26.0 released. Its changes apply right away to calls made with v26.0 or later. | Meta v26.0 changelog and launch blog |
| September 1, 2026 | Lookalike country and location_spec fields are ignored on all versions. Requests still succeed but return a deprecation warning. | v26.0 changelog |
| October 6, 2026 | Marketing API v24.0 reaches its "Available until" date. | Marketing API changelog version table |
| October 27, 2026 | Poll creative, web_only app-link, HEF advantage_audience, Messenger Stories and Delivery Estimate changes apply to all Marketing API versions. | v26.0 changelog and launch blog |
| TBD | No expiry date has been published for v25.0 or v26.0. | Marketing API changelog |
You may have seen v24.0 described as having a "TBD" expiry. That probably comes from mixing up two tables. Meta's Marketing API changelog lists v24.0 as available until October 6, 2026, and shows "TBD" only for v25.0 and v26.0. The Graph API v24.0 runs on a separate, longer schedule, and Meta's versions page lists it until February 18, 2028. Meta's CAPI documentation says plainly that "Marketing and Graph APIs have different version deprecation schedules."
What the v24.0 expiry means for older integrations
Meta's Marketing API versioning guide says that once a version is unavailable, calls to it "may fail or be upgraded to the next available version." Since May 2024, Meta has auto-upgraded a call to the next version when that version made no changes to the endpoint being called. If the next version did change that endpoint, the call fails.
For a tool still calling v24.0, the next available version is v25.0. The v25.0 changelog lists three affected endpoints:
POST /{ad-account-id}/campaignsandPOST /{campaign-id}/copies, because creating, duplicating or updating legacy Advantage+ shopping and app campaigns is no longer allowed.GET /{ad-report-run-id}, the endpoint used to check asynchronous Insights report jobs. In v25.0 it returns new error fields when a report job fails.
Our reading of Meta's rule is that a simple GET /{ad-account-id}/insights call made with v24.0 should be auto-upgraded. Meta used that exact endpoint as its auto-upgrade example. Calls to the endpoints listed above may fail instead. Meta hasn't published a v24-specific list of what fails and what gets upgraded, so treat this as the documented rule rather than a guarantee. A connector that pulls large date ranges through asynchronous report jobs is the most likely source of a reporting gap.
When Meta announced auto-upgrade, its developer blog said upgraded calls carry an X-Ad-Api-Version-Warning response header. Calls to a deprecated version return error (#2635) You are calling a deprecated version of the Ads API. If your vendor's logs show either one, the integration is still pinned to an old version.
What changes for all versions on October 27
These changes have applied to v26.0 calls since July 29. On October 27, 90 days after the release, they apply to every version. Here is the list from the v26.0 changelog and Meta's v26.0 launch post:
| Change | What breaks if a tool still uses it |
|---|---|
Poll ad creation (poll_spec, and "poll" as a type under interactive_components_spec) | Requests that create a poll creative or switch an ad to one are rejected. Changes to an existing ad's status, budget or schedule that leave the creative alone still work. |
applink_treatment=web_only in campaigns using Website and App conversion locations | An ad can't use a creative set to web_only. Use automatic or deeplink_with_web_fallback instead. |
Explicit advantage_audience for housing, employment and financial (HEF) special ad categories | Creating or copying a HEF ad set with constrained targeting, such as custom audience inclusions or detailed targeting, returns an error unless the flag is set to 1 or 0. Meta's blog says updates to existing ad sets are not affected. |
Messenger Stories placement (story in messenger_positions) | No error is returned. story is silently dropped from targeting and won't appear in effective placements. Placement validation can still fail if removing it leaves an invalid setup. |
Delivery Estimate fields daily_outcomes_curve, budget_guardrail, estimate_dau | Removed from /delivery_estimate responses. Meta says they "currently return hardcoded 0 or empty data" and there is no replacement. |
Messenger Stories date discrepancy. The v26.0 changelog says the Messenger Stories removal "will apply to all versions late August 2026." Meta's v26.0 launch blog post says it applies to all Marketing API versions, "including unversioned calls, on October 27, 2026." Either way, the date has passed or is weeks away. For accounts using manual placements, remove story from messenger_positions now. Meta says no action is needed for Advantage+ Placements, and the blog calls this an API-only change that "does not affect Ads Manager."
Two other v26.0 changes have no October 27 all-versions date. One is the Instagram Explore Feed placement, which is no longer available on v26.0 and later. Meta's blog says delivery to Explore will stop and spend will move to other placements. The other is the Lookalike country and location_spec change, which applied to all versions on September 1. Lookalike audiences now deliver to the locations set in your ad sets.
The same launch post lists Graph API changes for October 27. On that date, the Commerce Order Management endpoints are removed from all remaining versions with no replacement. Five legacy request behaviors also stop working on all supported Graph API versions: pretty, debug, date_format, root GET /?ids=... requests, and legacy If-None-Match/ETag handling. Meta files these under the Graph API and doesn't say whether Marketing API calls are affected too. If your vendor's code uses date_format or ?ids= batching, ask them about it.
What this could mean for reporting and cost data
- Missing days in a dashboard. A connector that still calls v24.0 and polls asynchronous report jobs could fail, as explained above. In BI tools and GA4 cost data imports, that shows up as blank spend or clicks starting around October 6. Check the sync logs before you conclude that performance dropped.
- Placement breakdowns. No new delivery should go to Messenger Stories or, on v26.0 and later, Instagram Explore. If a report or a
{{placement}}-based tag shows those placements, it's showing older activity, not a tracking fault. The blog adds that historical targeting data may still liststorywhen you read an ad set's targeting. - Planning sheets. A forecasting tool that requests the three Delivery Estimate fields needs to stop asking for them. Meta says the values were already zero or empty, so nothing useful is lost.
- Ads that never launch. Automation that still builds poll creatives, uses
web_onlyin Website and App campaigns, or skips the HEF flag will get rejections after October 27. Depending on how the tool reports errors, an ad that was never created can look like an ad that got zero results.
If numbers drop around one of these dates, check the integration before changing any budgets.
Does this affect the Conversions API?
Probably not directly. CAPI events go to graph.facebook.com/{API_VERSION}/{PIXEL_ID}/events. Meta's Conversions API documentation says its "release cycle is aligned with the Graph API, so every version is supported for at least two years," and describes this as an exception to the Marketing API schedule. That means the Marketing API v24.0 date does not by itself end CAPI calls made on v24.0. None of the v26.0 deprecations listed above involve the /events endpoint.
A few CAPI-related things are still worth checking:
- The API version your CAPI integration sends. A very old version will hit the Graph API retirement dates sooner. Meta's launch post says Graph API v20.0 was removed on September 24, 2026 and v21.0 goes on January 21, 2027.
- Whether the same app or vendor uses the Marketing API for anything else, such as custom conversions, audiences or reporting. The v24.0 changelog already blocked updates to flagged custom conversions and flagged custom audiences on all versions from January 6, 2026.
- The Meta Business SDK v26 release, which adds an optional integration with Meta's open-source Conversions API Parameter Builder. It can generate and improve values such as
fbc,fbp,event_source_urlandclient_ip_address. This is optional and not a deadline item.
Does this affect UTM or URL parameters on Meta ads?
Not according to anything Meta has published. None of the v24.0, v25.0 or v26.0 changelog entries mention url_tags, URL parameters or UTMs. UTM values sit in the ad's URL parameters, and GA4 reads them on your website. An API version change doesn't rewrite them, so don't rebuild working tags because of these deadlines. If you want to review them anyway, the Meta Ads UTM guide and the dynamic parameter troubleshooting guide cover the setup.
There are two indirect cases to watch:
- Tools that publish ads with URL parameters. If an automation tool creates ads through the API and the request is rejected, for example for a poll creative or
web_only, those ads never go live and their tagged URLs never get clicks. Fix the rejected request. The UTMs are not the problem. - Placement-based values. If you pass
{{placement}}or similar values intoutm_contentorutm_term, expect the Messenger Stories and Explore values to stop appearing in new GA4 sessions. That is expected and not a broken tag.
To review a URL before launch, the Meta Ads UTM builder and the UTM QA checklist cover the checks that matter.
Questions to ask your agency or software vendor
"Meta Marketing API v24.0 expired on October 6, 2026, and several v26.0 deprecations apply to all versions on October 27, 2026. Please confirm: (1) which Marketing API version each of our connectors and automations calls today; (2) whether any of our reporting jobs failed or were auto-upgraded since October 6 (error #2635 or the
X-Ad-Api-Version-Warningheader); (3) that nothing we use creates poll creatives, setsapplink_treatment=web_onlyin Website and App campaigns, or targets Messenger Stories; (4) that housing, employment or financial ad sets with constrained targeting setadvantage_audienceexplicitly; (5) which API version our Conversions API integration sends; and (6) whether your code depends ondate_format,?ids=requests or ETag caching."
What to do this week
- List every tool with access to your Meta ad accounts: reporting connectors, cost import jobs, bid and budget rules, creative automation and CAPI. Note who maintains each one.
- For each tool you control, find the API version in its settings or code. For each vendor tool, send the questions above.
- Compare spend and clicks in Ads Manager with your dashboard for October 1–12. A gap that starts around October 6 suggests a connector problem.
- Before October 27, check templates and scripts for poll components,
web_only, Messengerstoryplacements and HEF ad sets withoutadvantage_audience. - After October 27, run a test ad creation through each automation tool. Then click a tagged ad URL and confirm the session appears in GA4, as described in how to test UTMs.
Keep watching the changelog. Meta hasn't set an expiry date for v25.0 yet. When it does, the changelog will show it in the "Available until" column, and this same review applies to the next migration.
For the broader setup, read Discord Launches Ads Manager and Mobile Video Quests. Browse the Advertising News & Updates guides to choose another troubleshooting task.
References
- Marketing API changelog (versions table) (Meta for Developers)
- Marketing API Version 26.0 changelog (Meta for Developers)
- Introducing Graph API v26.0 and Marketing API v26.0 (Meta for Developers Blog)
- Marketing API Version 25.0 changelog (Meta for Developers)
- Marketing API Version 24.0 changelog (Meta for Developers)
- Marketing API versioning and auto-upgrade (Meta for Developers)
- Upcoming change in Marketing API version deprecation to enable version auto-upgrade (Meta for Developers Blog)
- Conversions API: Using the API (Meta for Developers)
- Graph API versions (Meta for Developers)
