The biggest Meta ads updates of 2026 so far haven't been shiny new ad formats. They've been about how Meta counts your results, how Ads Manager is organized, Threads turning into a real paid channel, API changes that break setups if you ignore them, and new fees and deadlines that are now hitting budgets. The change most teams will get wrong is the one about measurement, not delivery.
If you manage Meta campaigns at any scale, this is the update log you can't afford to skim. The biggest shift isn't about how ads are served. It's about how they're measured. And misreading measurement creates bad decisions faster than almost anything else.
This is our running record of the Meta ads changes that actually matter this year, most consequential first, with the practical move under each one: what changed, and what you should do about it.
Meta Ads Updates 2026: The Latest Changes at a Glance
Here's the full scope of what changed, newest deadlines and rollouts first. Scan this as your reference, then read the sections that affect your accounts.
| Change | Status as of July 2026 | Impact | Who's Affected |
|---|---|---|---|
| Location fees: 2%-5% surcharge by delivery country | Live since July 1 | High | All advertisers targeting UK, France, Italy, Spain, Austria, Turkiye |
| Nielsen DMA to Comscore migration for automotive model ads | Deadline passed June 22; unmigrated campaigns stop delivering | Critical | Automotive model advertisers |
| ASC/AAC deprecation: legacy Advantage+ API paths phased out | Deadline passed May 19; audit remaining code paths | High for devs | Teams with legacy Advantage+ API paths |
A lot has shifted this year. Here's what each change means for your accounts, and the practical move under each.
The latest Meta ads news, in one line: as of July 2026, the newest live changes are Meta's location fees (a 2%-5% surcharge by delivery country, in effect since July 1) and the completed automotive DMA-to-Comscore migration (June 22). The change still catching teams off guard is the March attribution reclassification, which moved conversions out of your click-through column and into engage-through. We update this page as new Meta ads updates land, so treat it as your running news feed rather than a one-time recap.
Meta Attribution Change March 2026: Why Your Data Looks Different
This is the one that matters most, and it's the one most teams will get wrong.
On March 3, 2026, Meta announced a significant change to ad attribution for campaigns optimizing toward website or in-store conversions. Click-through attribution now counts only clicks on a link. If someone interacted with your ad in some other way (liked it, expanded it, watched a chunk of video) and later converted, that conversion no longer sits inside click-through attribution. Instead, it moves into a new bucket called engage-through attribution, which is what Meta now calls the old engaged-view attribution.
On top of that, Meta shortened the video engaged-view threshold from 10 seconds to 5 seconds. The rollout began later in March for affected campaign types.
Meta's position: billing won't change. But reporting will.
Why this matters more than it sounds: If your click-through conversions drop after this rollout, that doesn't automatically mean your campaign got worse. Some of what used to be counted under clicks may now show up under engage-through instead. Same business outcome, different bucket.
This is a classic "phantom drop" scenario. You look at your dashboard, see click-through conversions falling, and your instinct says something broke. But nothing broke. Meta just reclassified where certain conversions get counted. If you compare late-March numbers against February without annotating the change, you'll end up "diagnosing" a problem that's really just a reclassification issue, as Search Engine Land's coverage also noted.
Understanding attribution models is a long game. Whether you lean toward last-click attribution or prefer multi-touch attribution to spread credit across touchpoints, this reclassification will affect how you read results under any model.
The practical move is straightforward:
1. Mark March 3, 2026 as an annotation in every Meta performance dashboard tied to website or in-store conversions
1. Split pre-change and post-change data reads for any affected campaigns
1. If your team uses custom attribution settings, verify them again this week instead of assuming the old logic still maps cleanly
1. When presenting reports to clients or leadership, call out the methodology change explicitly so nobody panics over a reporting artifact
If you're managing dozens (or hundreds) of campaigns across accounts, making sure this annotation is consistent everywhere is exactly the kind of operational detail that falls through cracks at scale. AdManage was built for that kind of consistency problem, and we'll cover specific resources for handling this below.
How Meta Ads Manager Changed in March 2026 (And What to Update)
March also brought several interface changes to Ads Manager that will trip up teams whose standard operating procedures still rely on old screenshots and walkthroughs.
According to Meta's updated help documentation, starting in March 2026:
- Flexible format no longer appears in Ad setup
- Collection no longer appears in Ad setup and should instead be selected under Ad creative, inside Format display options
- The Facebook Feed placement now includes the Facebook Friends tab
This matters for two reasons. First, many teams still treat format choice as an upfront structural decision. Meta is clearly nudging advertisers toward a more unified, multi-format setup where you upload assets and let Meta display them across surfaces. Second, when placement semantics change (like Feed now encompassing Friends tab), previewing creative becomes more important, not less. You need to actually see where your ads might show up, not just assume the old placements still mean what they used to.
In plain English: your old process docs may now be wrong even if your campaign strategy is right.
If your team uses Loom recordings or internal wikis for onboarding new buyers, this is the week to update them. Review your Facebook ad naming convention and your ad creative naming conventions while you're at it; these are often the first things that fall out of sync when platform UI shifts. And if you run collection ads, you'll find them alive and well; they just live in a different spot now.
Teams building out their first Facebook ads dashboard should make sure it reflects the new Meta interface rather than the old layout. And for any teams managing multiple Facebook ad accounts, these interface changes can cause inconsistency across your accounts if different team members discover the changes at different times.
Threads Ads in 2026: What the March Update Changed for Advertisers
The most meaningful March expansion outside Facebook and Instagram happened on Threads.
Meta had already expanded Threads ads globally in January, giving advertisers access to a platform with more than 400 million monthly users. But the real operational unlock came on March 25, when Meta's Threads Marketing API update added two critical capabilities:
Global support for app ads on Threads. This includes APP_INSTALLS and app event optimization flows. If you run app campaigns, you now have a real new surface to test.
Reply moderation tooling. Advertisers and partners can now view, hide, and respond to top-level replies on Threads ads. Meta's out-of-cycle changes note confirms this went live on March 25. View access requires the ads_read permission, while hiding or replying requires ads_management.
That second piece is what changes the conversation. Running ads on a platform where you can't moderate replies feels like a risk. Now you can. And if your stack already relies on APIs or third-party tools, the new API endpoints make Threads something you can actually build into your operations, not just toggle on as a checkbox placement.
If you've been ignoring Threads because it felt too early, March is the month where that assumption looks stale. Especially for app advertisers, the combination of global reach, API support, and reply moderation makes Threads worth a real test. Not "let's throw 2% of budget at it" testing, but structured testing with proper creative and measurement, the same discipline you'd apply when starting any Facebook ads A/B testing program.
Teams using AdManage to manage campaigns across surfaces will find this especially relevant. When Meta adds a new placement that's actually worth testing, the last thing you want is to rebuild launch workflows from scratch for each new surface. Our multi-placement launch guide covers how to handle exactly that kind of cross-surface scaling challenge.
Meta API Changes March 2026: What Could Break Your Setup
If you use scripts, internal tooling, connectors, or any third-party launch and reporting layer, March has three changes you need on your radar. Even if your Ads Manager screen looks mostly familiar, the plumbing underneath shifted.
Meta Webhooks mTLS Certificate Change (March 31, 2026)
Meta's v25.0 API notes say that starting March 31, 2026, it will begin signing Webhooks mTLS certificates using a different Meta-owned certificate authority. In non-technical terms: if your systems trust webhooks from Meta based on who signed the certificate, the identity of that signer is changing. That sounds small until a webhook trust chain breaks in production and your reporting pipeline goes silent.
Before March 31, verify your Facebook permissions are properly configured and all connected tokens are fresh. Certificate changes like this can surface as authentication issues downstream.
Meta Advantage+ Deprecation Deadline: May 19, 2026
Meta's broader automation push continues to collapse legacy Advantage+ campaign paths. According to Meta's official deprecation notes, Advantage+ Shopping Campaign (ASC) and Advantage+ App Campaign (AAC) creation, duplication, and updates are being phased out in favor of the newer automation-first Advantage+ setup. The deprecation applies across versions by May 19, 2026.
That means older API assumptions aren't just "less recommended." They're on a clock.
If you're evaluating how Advantage+ compares to manual creative setups, now is the time to audit where your workflows still depend on the older paths. Teams that rely on Facebook ads automation tooling will need to verify their automation rules still work against the new Advantage+ structure before May 19.
Meta Opportunity Score Now Covers 14 Recommendation Types
Meta's March 2026 developer update expanded Apply via API support to 14 opportunity score recommendation types. Opportunity score is Meta's 0-100 optimization score based on how many of their recommended improvements you apply, ranked by estimated performance impact. If you build automation or approval workflows around Meta recommendations, this update matters because more of those recommendations can now be acted on programmatically.
What All These Meta API Changes Have in Common
The trend is clear: Meta is reducing the number of old, explicit setup paths and increasing the number of automation-first, API-first, cross-surface workflows. Attribution cleanup, format-display changes, Threads expansion, Advantage+ consolidation. They all point in the same direction.
Meta wants better creative, better signals, and cleaner operational plumbing. It wants less human micromanagement of legacy edges. Whether you agree with that direction or not, building your workflows in alignment with it (rather than fighting it) will save you time and headaches.
If keeping up with API versioning and deprecation timelines across multiple accounts sounds exhausting, that's because it is. Our Meta Ads API setup guide covers the foundational decisions teams face when navigating this layer, and AdManage handles much of this complexity under the hood so your team can focus on creative and strategy.
Upcoming Meta Ads Deadlines in 2026: Fees and Deprecations
Not every important March update changes today's campaign performance. Some of the highest-impact changes are the ones that hit your budget or infrastructure a few months from now, and planning ahead is the difference between a smooth transition and a scramble.
Meta Location Fees Are Now Live (Since July 1, 2026)
Meta's new location fees, announced back on March 10, went live on July 1, 2026 and are now applied to every affected campaign. The fee is determined by where the ad is delivered, not where the advertiser is based. Here's the breakdown:
| Country | Fee |
|---|---|
| United Kingdom | 2% |
| France | 3% |
| Italy | 3% |
| Spain | 3% |
| Austria | 5% |
| Turkiye | 5% |
As Search Engine Land reported, these fees apply to image and video ads, including some WhatsApp ad-related products.
This is easy to underestimate because it looks like a billing footnote. It isn't. It directly changes your effective CPM, CPA, and contribution margin in those markets. And it hits non-European brands targeting those users too. A U.S. brand advertising into France still pays the French rate. If your Q3 and Q4 budget models were built on old media costs, they're going to be wrong unless you adjust them now.
Use our Facebook ads budget calculator to model out the real impact of these fees on your accounts before Q3 planning locks in. If you're tracking Facebook CPM benchmarks by industry, factor these fees into your benchmarks for the affected markets.
The move: reforecast budgets for every account targeting these six countries now that the fees are live, and check your first post-July billing cycle against your pre-fee models. If you're managing this across dozens of accounts and campaigns, baking it into your planning process matters a lot more than catching it after margins slip.
Nielsen DMA to Comscore Migration for Automotive: June 22, 2026 Deadline
If you're not in automotive advertising, skip this section. If you are, don't.
Meta announced on March 13 that it will discontinue Nielsen DMA targeting for automotive model ads on June 22, 2026, replacing it with Comscore Markets.
The timeline is tight:
→ March 23: Feed updates become possible
→ April 20: Warnings begin appearing in Ads Manager
→ June 22: Campaigns still using dma_codes stop delivering until updated
That last point is the critical one. This isn't a deprecation where old targeting still works but is "not recommended." Your campaigns will literally pause if you haven't migrated. If you manage automotive model ads, treat this as an immediate ops task, not a calendar reminder for June.
Where Meta Advertising Is Headed: Q2 2026 and Beyond
March wasn't only about cleanup and deprecations. Meta also gave clear signals about where its ad product is going, and if you're planning strategy beyond this quarter, these signals matter.
At ShopTalk 2026, Meta announced new product discovery features powered by AI and creators. Instagram creators can now add up to 30 shoppable products in a single Reel, while Facebook is rolling out affiliate partnerships starting with Amazon in the U.S. and Shopee in some Asian markets, with plans to expand further.
Then, at IAB NewFronts on March 26, Meta announced expanded Reels trending ads with limited lineups for major cultural moments and new categories including TV & Movies, Travel, Business, and Finance. Meta also redesigned the Partnership Ads Hub and added more insights for creator discovery inside Instagram's marketplace.
If you're scaling creator-driven campaigns, our guide to partnership ads is a good primer on the mechanics and operational requirements for running these at scale. And if your pipeline relies on testing many creative variants quickly, our Facebook ad creative testing framework walks through how to structure tests so you learn fast and scale winners.
The strategy becomes obvious when you zoom out: Meta wants more ad spend to live closer to creator content, Reels adjacency, and commerce-enabled discovery. Not just classic feed creative and manual audience slicing.
For performance marketers, the takeaway is that your creative pipeline and partnership workflows will become increasingly important competitive advantages. The brands testing creator collaborations and shoppable Reels now will be the ones best positioned when these features become standard channels. If you're still figuring out how many ad creatives to test to find your winners efficiently, now is the time to get a system in place.
Other March 2026 Meta Updates: Retargeting Filters and CTA Changes
A few smaller changes surfaced in March. They're not the lead story, but they affect how advanced buyers build audiences and reuse posts.
According to Swipe Insight's March 2026 reporting, Meta has added new filters for Facebook and Instagram custom audiences, including engagement frequency rules like "at least x times" and time-window rules like "in the past x to x days." If this rollout reaches your account broadly, it makes evergreen retargeting audience construction much cleaner. You can now build audiences that are both recently engaged and repeatedly engaged, which is a meaningful improvement for retention campaigns.
If you haven't already set up your retargeting pixel, these new audience filters are a strong reason to make that a priority. The granularity of the new rules only helps if your pixel is capturing the right signals.
Separately, Swipe Insight also noted a change to CTA buttons on existing posts: the CTA now appears on the ad, not on the original organic post. That's a subtle but useful shift because it lets advertisers test different CTAs without changing the public-facing post itself. Treat this as an observed rollout rather than a headline announcement, but it's already being spotted in the wild and could be valuable for social proof preservation strategies.
This is directly relevant to our Post ID and Creative ID workflow inside AdManage: using existing post IDs when launching ads is exactly how you preserve social proof while testing new CTAs or creative variants. When Meta makes the CTA ad-only, that separation becomes even more powerful.
What to Do After March 2026 Meta Ads Changes: Action Checklist
Here's the prioritized action list based on everything above. If you do nothing else, do these:
This week (urgent):
- Add a clear March 3, 2026 annotation in every Meta performance dashboard tied to website or in-store conversions, then split pre-change and post-change reads
- Audit API dependencies before March 31, especially anything touching webhooks or mTLS certificate trust chains
This month:
- Update internal SOPs, Looms, and checklists that still tell buyers to choose Flexible or Collection in the old Ad setup flow, and refresh preview/QA habits now that Facebook Feed includes Friends tab
- If you run app campaigns, move Threads from "interesting" to "testable," especially if your stack already relies on APIs or third-party tools
- Audit legacy Advantage+ code paths before May 19, especially anything touching campaign duplication or old ASC/AAC workflows
Before Q3:
- Reforecast budgets for the UK, France, Italy, Spain, Austria, and Turkiye before July 1 location fees take effect
- If you're in automotive model ads, treat the DMA-to-Comscore migration as an immediate ops task, not a future reminder
That's a real list. And if managing all of it across multiple accounts, campaigns, and team members sounds like a consistency challenge, it is. That's exactly the kind of problem AdManage was designed to solve. Learn more about how to run Facebook ads at scale and why operational consistency becomes the bottleneck as account volume grows.
How AdManage Helps You Stay Ahead of Meta's Constant Changes
Months like March 2026 are exactly why ad ops isn't just a speed problem. It's a consistency problem.
When Meta changes measurement definitions, UI paths, placement semantics, and API requirements in the same month, the real risk isn't slower launches. It's inconsistent setup, broken naming, lost social proof, stale defaults, and permission drift across your accounts. As we describe on our Meta launcher page, this is the same real-world pain buyers deal with when they're burning hours uploading creatives, duplicating ads, and manually turning off Advantage+ settings in Ads Manager.
The screenshot below shows the AdManage Meta launcher page, the actual interface teams use to bulk-launch Meta ads with consistent naming, Post ID preservation, and creative controls baked in.
AdManage is built to handle exactly this kind of platform volatility. Here are four resources worth bookmarking right now:
→ Use Post ID & Creative ID for Existing Ads if you want to preserve social proof while testing new CTAs, placements, or creative variants. When Meta changes how formats are displayed or where ads show up, keeping your engagement data intact becomes critical.
→ Creative Enhancements if you need tighter control over how Meta alters your creatives. As Meta pushes advertisers toward more automated delivery and format flexibility, having defaults locked down in a system (rather than relying on manual toggles in Ads Manager) is the difference between consistency and surprise.
→ Re-Authenticate Your Meta Ads and Pages if page access, tokens, or connected assets start behaving oddly after platform-side changes. API certificate changes like the March 31 mTLS update can surface as authentication weirdness downstream.
→ Meta Ads API: Step-by-Step Setup Guide if your team needs a deeper primer on the Marketing API, versioning, and the build-vs-buy question around Meta automation. With ASC/AAC deprecation and Advantage+ consolidation accelerating, understanding the API layer is more important than it's been in years.
The right way to think about AdManage for a month like this isn't "automation" as a marketing pitch. It's guardrails. When the platform changes underneath you, your system should catch the inconsistencies before they reach your campaigns. See what facebook ads reporting tools teams use to stay on top of exactly this kind of shift, and how AdManage's changelog tracks how we adapt to Meta's platform updates.
Ready to stop chasing Meta's changes manually? See our plans at admanage.ai/pricing and start your trial.
AdManage's pricing is simple and fixed, no percentage of ad spend, with plans starting at £499/month for in-house teams and £999/month for agencies.
Frequently Asked Questions
What are the latest Meta ads updates right now?
As of July 2026, the newest live changes are Meta's location fees (a 2%-5% surcharge based on where the ad is delivered, in effect since July 1) and the completed Nielsen DMA to Comscore migration for automotive model ads (June 22). Earlier in the year, Meta reclassified attribution (link-click-only click-through, plus a new engage-through bucket), reorganized format choice in Ads Manager, expanded the Threads Marketing API, and moved webhook mTLS certificates to a new certificate authority. We keep this page current as new Meta ads updates roll out.
Are there Meta ads policy and billing updates in 2026?
Yes. The two with the widest reach are billing-and-measurement changes rather than creative-content policy. First, location fees add a 2%-5% surcharge on ads delivered to the UK, France, Italy, Spain, Austria, and Turkiye as of July 1. Second, the March attribution reclassification changed how conversions are counted, moving non-link interactions into engage-through attribution. For anything touching automated setup, the ASC/AAC deprecation (deadline May 19) also retired legacy Advantage+ API paths.
Did Meta actually change attribution in March 2026?
Yes. On March 3, Meta announced that for website and in-store conversion campaigns, click-through attribution now counts only link clicks. Non-link interactions move into engage-through attribution, and the video engaged-view threshold drops from 10 seconds to 5 seconds. Meta confirmed billing wouldn't change, though reporting may look different. If your click-through numbers dipped in mid-March, check whether those conversions shifted to engage-through before diagnosing a performance issue.
What exactly is "engage-through attribution"?
It's Meta's new name for what was previously called engaged-view attribution, but with expanded scope. Engage-through attribution now captures conversions from users who interacted with your ad in ways other than clicking a link (watching a video, expanding the ad, tapping but not clicking through) and later converted. If you're seeing it for the first time in your reports, it's not a new type of conversion. It's conversions that used to live in your click-through column and have been reclassified. If you want to understand how this compares to other attribution approaches, see our multi-touch attribution vs marketing mix modeling breakdown.
Did Meta remove flexible ads?
Not exactly. Meta's help pages say that starting in March 2026, flexible format will no longer be available in Ad setup. But the broader concept of flexible delivery still exists within Meta's system. The change is about where you configure it, not whether it exists. Meta is reorganizing format choice rather than making format the first hard decision in setup.
Are collection ads gone?
No. Meta's documentation says collection will no longer appear in Ad setup, but you can still choose it under Ad creative > Format display options. It moved; it didn't disappear.
Are Threads ads finally worth testing?
For many advertisers, yes. Threads ads were expanded globally earlier in 2026, and the March 25 Threads Marketing API update added global app ads support plus reply moderation. That combination makes Threads significantly more practical for real testing, especially for app advertisers and teams that manage campaigns through APIs or partner tools. With 400 million monthly users and actual moderation capability, the "it's too early" argument doesn't hold up anymore.
Do location fees depend on my billing country?
No. Meta says location fees are based on where the ad is delivered, not where the advertiser is based. A U.S. brand targeting users in France pays the 3% French rate. A UK-based agency targeting Austrian users pays the 5% Austrian rate. Plan accordingly.
Will automotive campaigns really stop if DMA codes aren't updated?
For automotive model ads, that is what Meta's March announcement says will happen on June 22, 2026. Campaigns still using dma_codes will stop delivering until moved to Comscore Markets. The migration window started March 23, and warnings begin April 20. Don't wait.
How much will the location fees actually cost me?
It depends on your spend distribution across the affected countries. If you spend 100,000/month targeting French users, a 3% fee adds 3,000 to your monthly costs. For Austria or Turkiye at 5%, 100,000 becomes 105,000. These fees compound with your existing CPM and CPA, so the effective impact on margins can be larger than the headline percentage suggests. Use our Facebook ads budget calculator to model the impact against your actual spend by country before Q3 budgets are locked.
Should I rebuild my reporting to include engage-through attribution?
Yes. At minimum, you should add engage-through as a visible column in your Meta reporting views and dashboards. If your current reporting only shows click-through and view-through conversions, you're now missing a bucket that may contain meaningful conversion volume. Don't wait for a client or manager to ask why numbers look off. Get ahead of it. If your team manages Facebook ads for clients, proactively briefing them on this change now will save difficult conversations later.
What March 2026 Meta Updates Mean for Your Ad Strategy
If you take one thing away from March 2026, make it this: Meta changed how it counts results, not just how it serves ads. That distinction matters because misread measurement creates bad decisions faster than almost anything else in performance marketing.
But March also made Meta's broader direction clearer. The platform is simplifying setup, expanding cross-surface delivery, pushing more automation into Advantage+, making Threads operational for advertisers, and setting future cost and feed rules that you need to price in now.
The teams that win from here will be the ones that stop treating Meta's "small" help-center notes and API updates as trivia. On Meta, those are often the real product roadmap.
If managing this complexity across accounts, campaigns, and team members is where your team loses time (or makes mistakes), AdManage was built for exactly that. We help performance marketing teams launch ads at scale with consistent naming, UTMs, Post ID preservation, and creative controls that handle platform volatility so your strategy stays clean. See how other teams scale their Facebook ads without the operational chaos that typically follows platform changes like these.