Meta Ads compatibility

This page compares the Meta Ads capabilities represented in the Interchange adapter with what Interchange currently makes available to buyers. It answers a practical question: what can I do through Interchange today, and what would still require another path?

Last reviewed 2026-08-27. This is Interchange’s description of its own adapter, based on the implementation and the linked provider documentation. Meta Ads has not reviewed or endorsed this page. Availability can still vary by account permissions, market, and provider access.

At a glance

Area	🟢 Available	🔵 Testing	⚪ Planned
Campaign products	25	1	1
Creative formats	1	4	7
Adapter capabilities	15	0	1

How to read availability

🟢 Available — Offered through Interchange now, subject to your ad account’s permissions and eligibility with the provider.
🟡 Partial — Some of the workflow is available; the Comments column explains the boundary.
🔵 Testing — Interchange is validating the workflow before offering it broadly.
⚪ Planned — Not offered through Interchange yet. The provider may still support it directly; Comments explains why and links a roadmap reference.

Roadmap

The adapter roadmap is tracked in AI-1940 (a plain-text reference — Interchange’s internal issue tracker is not public). This roadmap tracks Meta adapter product completeness, safety, and live readiness. Every row that is not currently available shows that reference or a more specific one in its References column, so customers and partners can quote a stable identifier when asking about a capability.

Connection, accounts, and identity

Meta Ads connects to Interchange through an OAuth grant. Connecting a Business Manager / Business Portfolio account gives Interchange access to each Ad account (act_…) it can reach — you then map each one to your advertisers. The mapped account decides which Meta Ads tenant a buy runs on: a media buy for an unmapped advertiser fails closed with account_mapping_required rather than silently using another account. Connection, account-discovery, and revocation behavior is the same across ad platforms — see Platform accounts and advertiser mapping for the full model and the Meta Ads section of the connecting guide for Meta Ads-specific permissions.

Interchange concept	Meta Ads concept	What it represents
Account (`account`)	ad account	Explicit selected ad account under the authorized Meta business.
Media Buy (`media_buy`)	campaign	Campaign objective and lifecycle.
Package (`package`)	ad set	Optimization, billing event, budget, flight, targeting, placement, and conversion source.
Creative (`creative`)	ad creative	Image, video, existing-post, and governed creative shapes.
Creative Assignment (`creative_assignment`)	ad	Ad binds one creative to one ad set.
Signal (`signal`)	Custom or Lookalike Audience	Account-owned audience identity and readiness.

Campaign products

Feature	Availability	References	Comments
Awareness	🟢 Available	Meta Campaign reference	Available through Interchange.
Awareness Impressions	🟢 Available	Meta Campaign reference	Available through Interchange.
Awareness Ad Recall	🟢 Available	Meta Campaign reference	Available through Interchange.
Traffic	🟢 Available	Meta Campaign reference	Available through Interchange.
Traffic Landing Page Views	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement Page Likes	⚪ Planned	Meta Campaign reference · AI-1940	Meta no longer accepts PAGE_LIKES as an optimization goal for OUTCOME_ENGAGEMENT campaigns. Use meta_engagement for general Page engagement instead. Current boundary: Interchange implementation/testing.
Engagement Event Responses	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement Instagram Profile Visits	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement Instagram Conversations	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement Video Views	🔵 Testing	Meta Campaign reference · AI-1940	Not available through standard buyer discovery or execution. This ThruPlay product is retained only for the protected Meta video conformance path because all of its creative formats are Testing. Current boundary: Interchange implementation/testing.
Engagement Messenger	🟢 Available	Meta Campaign reference	Available through Interchange.
Engagement Whatsapp	🟢 Available	Meta Campaign reference	Available through Interchange.
Conversions	🟢 Available	Meta Campaign reference	Available through Interchange.
Sales Website Value	🟢 Available	Meta Campaign reference	Available through Interchange.
Sales Website Catalog	🟢 Available	Meta Campaign reference	Available through Interchange.
Sales Shop	🟢 Available	Meta Campaign reference	Available through Interchange.
App Installs	🟢 Available	Meta Campaign reference	Available through Interchange.
App Post Install Event	🟢 Available	Meta Campaign reference	Available through Interchange.
App Conversion Value	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Instant Form Quality	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Website	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Messenger	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Instagram	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Whatsapp	🟢 Available	Meta Campaign reference	Available through Interchange.
Leads Calls	🟢 Available	Meta Campaign reference	Available through Interchange.

Creative formats

These rows describe Interchange availability, not a claim that the ad platform itself prohibits an unavailable format.

Feature	Availability	References	Comments
Image Feed	🟢 Available	Meta Ad Set reference	Available through Interchange.
Video Feed	🔵 Testing	Meta Ad Set reference · AI-1940	Not available through standard buyer sync or assignment. The current Testing path requires an explicit JPEG or PNG `thumbnail` matching the video. Automatic thumbnail selection is not available through standard buyer workflows. Current boundary: Interchange implementation/testing.
Existing Post	🔵 Testing	Meta Ad Set reference · AI-1940	Interchange is still testing this creative format before making it generally available. Current boundary: Interchange implementation/testing.
Stories	🔵 Testing	Meta Ad Set reference · AI-1940	Not available through standard buyer sync or assignment. The current Testing path requires an explicit JPEG or PNG `thumbnail` matching the video. Automatic thumbnail selection is not available through standard buyer workflows. Current boundary: Interchange implementation/testing.
Reels	🔵 Testing	Meta Ad Set reference · AI-1940	Not available through standard buyer sync or assignment. The current Testing path requires an explicit JPEG or PNG `thumbnail` matching the video. Automatic thumbnail selection is not available through standard buyer workflows. Current boundary: Interchange implementation/testing.
Carousel	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.
Promoted Offerings	⚪ Planned	Meta Ad Set reference · AI-1940	Promoted Offerings is built through the per-offering package flow on `create_media_buy`. No Meta product currently carries it as a selectable creative format, so it is not offered in the creative catalog. Current boundary: Interchange implementation/testing.
Generated Image 1x1	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.
Generated Stories 9x16	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.
Generated Video Feed	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.
Generated Reels 9x16	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.
Generated Offerings	⚪ Planned	Meta Ad Set reference · AI-1940	Interchange represents this creative format in its catalog, but has not completed the end-to-end buyer workflow and faithful readback needed to offer it. Current boundary: Interchange implementation/testing.

What the adapter can do

Feature	Availability	References	Comments
List Accounts	🟢 Available	Meta Marketing API overview	Business/ad-account discovery and explicit selection
Sync Accounts	⚪ Planned	Meta Marketing API overview · AI-1940	Account synchronization is not implemented. Current boundary: Interchange implementation/testing.
Get Products	🟢 Available	Meta Marketing API overview	21 objective/optimization/billing mappings
Sync Creatives	🟢 Available	Meta Marketing API overview	Creative creation and assignment readback for formats marked Available above; Testing formats are not available through standard buyer workflows.
List Creatives	🟢 Available	Meta Marketing API overview	Ad creative inventory and assignment projection
Preview Creative	🟢 Available	Meta Marketing API overview	Provider-rendered, URL-only previews for verified selected-account creatives and transient image manifests
Create Media Buy	🟢 Available	Meta Marketing API overview	Campaign → ad set → ad
Get Media Buys	🟢 Available	Meta Marketing API overview	Campaign/ad-set/ad projection with targeting provenance
Update Media Buy	🟢 Available	Meta Marketing API overview	Lifecycle, geography, audiences, placements, devices, and creative assignments; AdCP 3.2 budget/bid replacement is not atomic
Get Media Buy Delivery	🟢 Available	Meta Marketing API overview	Insights API campaign/ad-set reporting plus placement, device, and geography breakdowns
Get Signals	🟢 Available	Meta Marketing API overview	Custom and Lookalike Audience discovery
Sync Audiences	🟢 Available	Meta Marketing API overview	Custom Audience create/replace/status lifecycle
Sync Event Sources	🟢 Available	Meta Marketing API overview	Pixel, app, and supported built-in event source discovery
Log Event	🟢 Available	Meta Marketing API overview	Conversions API event ingestion
Sync Catalogs	🟢 Available	Meta Marketing API overview	Catalog synchronization
Get Account Financials	🟢 Available	Meta Marketing API overview	Account currency, funding, and spend constraints

Placement choices

Feature	Availability	References	Comments
Facebook Feed	🟢 Available	Meta Ad Set reference	facebook / feed
Facebook Stories	🟢 Available	Meta Ad Set reference	facebook / story
Facebook Reels	🟢 Available	Meta Ad Set reference	Available through Interchange.
Instagram Feed	🟢 Available	Meta Ad Set reference	instagram / stream
Instagram Stories	🟢 Available	Meta Ad Set reference	instagram / story
Instagram Reels	🟢 Available	Meta Ad Set reference	instagram / reels

Targeting

Feature	Availability	References	Comments
Geo Countries	🟢 Available	Meta Marketing API overview	Available through Interchange.
Geo Regions	🟢 Available	Meta Marketing API overview	ISO subdivision → provider region key with provenance
Geo Places	🟡 Partial	Meta Marketing API overview · AI-1940	Negotiated AdCP 3.2 stable provider city IDs; seller-wide advertisement awaits the authenticated resolver endpoint. Current boundary: Interchange implementation/testing.
Geo Postal Areas	🟢 Available	Meta Marketing API overview	Available through Interchange.
Ext	🟡 Partial	Meta Marketing API overview · AI-1940	Targeting choice is only partially available through Interchange. Current boundary: Interchange implementation/testing.
Age Ranges	🟢 Available	Meta Marketing API overview	Available through Interchange.
User Age Unknown	🟢 Available	Meta Marketing API overview	Explicit unknown-age policy
Genders	🟢 Available	Meta Marketing API overview	Available through Interchange.
Device Type	🟢 Available	Meta Marketing API overview	Available through Interchange.
Audience Include	🟢 Available	Meta Marketing API overview	Available through Interchange.
Audience Exclude	🟢 Available	Meta Marketing API overview	Available through Interchange.
Frequency Cap	🟢 Available	Meta Marketing API overview	Promoted-object and provider frequency controls where objective permits
Placement Refs	🟢 Available	Meta Marketing API overview	Available through Interchange.

Reporting

Interchange reports Meta Ads delivery day by day (there is no hourly delivery breakdown), aggregated nightly from adapter-reported delivery, in the advertiser’s home currency using the booked or historical exchange rate — any cross-currency rollup is always labeled an estimate and is never used for billing. See Reporting overview for the full model. Interchange does not currently publish an attribution-finality window for Meta Ads; the table below lists every metric the adapter surfaces today.

Feature	Availability	References	Comments
Impressions	🟢 Available	Meta Insights API	Campaign and ad-set totals
Clicks	🟢 Available	Meta Insights API	Outbound navigation only; broad Meta clicks are excluded
Spend	🟢 Available	Meta Insights API	Account-currency amount
Reach	🟢 Available	Meta Insights API	Unique accounts when returned
Conversions	🟢 Available	Meta Insights API	Mapped according to the committed optimization contract
Completed Views	🟢 Available	Meta Insights API	ThrUPlay mapping
Breakdowns	🟢 Available	Meta Insights API	Placement, device, and geography projections with reconciliation

Webhooks and async lifecycle

Meta Ads campaign products declare supports_webhooks: false, so there is no product-level provider webhook contract for status, delivery, or reporting. Interchange separately accepts Meta’s native ad-account webhook events.

Status. A native Meta ad-account webhook event can trigger a media-buy status refresh for affected campaigns. Interchange does not otherwise poll Meta Ads in the background for creative or media-buy status changes; an explicit adapter read refreshes provider campaign state.
Delivery. Interchange fetches delivery numbers (spend, impressions, clicks) live from Meta Ads on demand, only when you call get_media_buy_delivery directly. The /reporting/metrics endpoints never call the adapter either way — they read from a separately-populated store (see Reporting below), so a reporting request does not itself refresh provider delivery.

This is separate from Interchange’s own buyer webhook subscriptions — an unrelated account-level event feed (currently discovery.revision only), documented in Buyer webhooks. Meta is the one adapter with a genuine provider-pushed channel: Interchange can receive Meta’s native ad-account webhook events and surface account-health signals such as disapproved ads or creative fatigue as ext.scope3_provider_signals, a Scope3 extension rather than a canonical AdCP status field. Processing an event can also refresh media-buy status for affected campaigns. The channel does not carry delivery numbers; on-demand delivery reads and the separately populated reporting store remain the sources for delivery.

Market and account availability

Interchange does not promise that every feature is enabled for every account or market. Availability is checked against your selected ad account rather than a global market list on this page.

Important limitations

Interchange implementation/testing. Messenger Inbox, Messenger Stories, and Threads Feed are not offered as selectable placements.
Interchange implementation/testing. Promoting an existing post is still being tested and is not generally available.
Interchange implementation/testing. Budget and bidding settings cannot be replaced atomically; create a replacement media buy instead.
the ad platform’s API or your account’s eligibility. Account permissions, Page, Instagram, and WhatsApp ownership, and objective eligibility can narrow what is available.
the ad platform’s API or your account’s eligibility. Sales Website Value (`meta_sales_website_value`) requires the ad account’s business to have been actively advertising for several weeks or to be verified with Meta; new or unverified businesses are rejected until then. Use Conversions (`meta_conversions`) instead in the meantime.

Technical mapping

Engineering-level detail — raw provider objectives, billing enums, optimization codes, and object-field mappings. Not required reading to understand what Interchange can do with Meta Ads; see the tables above for that.

Campaign product configuration

Product	Provider objective	Optimization	Billing
Awareness (`meta_awareness`)	`OUTCOME_AWARENESS`	`REACH`	`IMPRESSIONS`
Awareness Impressions (`meta_awareness_impressions`)	`OUTCOME_AWARENESS`	`IMPRESSIONS`	`IMPRESSIONS`
Awareness Ad Recall (`meta_awareness_ad_recall`)	`OUTCOME_AWARENESS`	`AD_RECALL_LIFT`	`IMPRESSIONS`
Traffic (`meta_traffic`)	`OUTCOME_TRAFFIC`	`LINK_CLICKS`	`IMPRESSIONS`
Traffic Landing Page Views (`meta_traffic_landing_page_views`)	`OUTCOME_TRAFFIC`	`LANDING_PAGE_VIEWS`	`IMPRESSIONS`
Engagement Page Likes (`meta_engagement_page_likes`)	`OUTCOME_ENGAGEMENT`	`PAGE_LIKES`	`PAGE_LIKES`
Engagement Event Responses (`meta_engagement_event_responses`)	`OUTCOME_ENGAGEMENT`	`EVENT_RESPONSES`	`IMPRESSIONS`
Engagement Instagram Profile Visits (`meta_engagement_instagram_profile_visits`)	`OUTCOME_ENGAGEMENT`	`PROFILE_VISIT`	`IMPRESSIONS`
Engagement Instagram Conversations (`meta_engagement_instagram_conversations`)	`OUTCOME_ENGAGEMENT`	`CONVERSATIONS`	`IMPRESSIONS`
Engagement (`meta_engagement`)	`OUTCOME_ENGAGEMENT`	`POST_ENGAGEMENT`	`IMPRESSIONS`
Engagement Video Views (`meta_engagement_video_views`)	`OUTCOME_ENGAGEMENT`	`THRUPLAY`	`IMPRESSIONS`
Engagement Messenger (`meta_engagement_messenger`)	`OUTCOME_ENGAGEMENT`	`CONVERSATIONS`	`IMPRESSIONS`
Engagement Whatsapp (`meta_engagement_whatsapp`)	`OUTCOME_ENGAGEMENT`	`CONVERSATIONS`	`IMPRESSIONS`
Conversions (`meta_conversions`)	`OUTCOME_SALES`	`OFFSITE_CONVERSIONS`	`IMPRESSIONS`
Sales Website Value (`meta_sales_website_value`)	`OUTCOME_SALES`	`VALUE`	`IMPRESSIONS`
Sales Website Catalog (`meta_sales_website_catalog`)	`OUTCOME_SALES`	`OFFSITE_CONVERSIONS`	`IMPRESSIONS`
Sales Shop (`meta_sales_shop`)	`OUTCOME_SALES`	`OFFSITE_CONVERSIONS`	`IMPRESSIONS`
App Installs (`meta_app_installs`)	`OUTCOME_APP_PROMOTION`	`APP_INSTALLS`	`IMPRESSIONS`
App Post Install Event (`meta_app_post_install_event`)	`OUTCOME_APP_PROMOTION`	`APP_INSTALLS_AND_OFFSITE_CONVERSIONS`	`IMPRESSIONS`
App Conversion Value (`meta_app_conversion_value`)	`OUTCOME_APP_PROMOTION`	`IN_APP_VALUE`	`IMPRESSIONS`
Leads (`meta_leads`)	`OUTCOME_LEADS`	`LEAD_GENERATION`	`IMPRESSIONS`
Leads Instant Form Quality (`meta_leads_instant_form_quality`)	`OUTCOME_LEADS`	`QUALITY_LEAD`	`IMPRESSIONS`
Leads Website (`meta_leads_website`)	`OUTCOME_LEADS`	`OFFSITE_CONVERSIONS`	`IMPRESSIONS`
Leads Messenger (`meta_leads_messenger`)	`OUTCOME_LEADS`	`LEAD_GENERATION`	`IMPRESSIONS`
Leads Instagram (`meta_leads_instagram`)	`OUTCOME_LEADS`	`LEAD_GENERATION`	`IMPRESSIONS`
Leads Whatsapp (`meta_leads_whatsapp`)	`OUTCOME_LEADS`	`LEAD_GENERATION`	`IMPRESSIONS`
Leads Calls (`meta_leads_calls`)	`OUTCOME_LEADS`	`QUALITY_CALL`	`IMPRESSIONS`

Creative format shapes

Format	Meta Ads shape
Image Feed (`meta_image_feed`)	object_story_spec.link_data
Video Feed (`meta_video_feed`)	object_story_spec.video_data
Existing Post (`meta_existing_post`)	authorized existing Page post
Stories (`meta_stories`)	vertical video creative + story placement
Reels (`meta_reels`)	vertical video creative + reels placement
Carousel (`meta_carousel`)	object_story_spec.link_data.child_attachments
Promoted Offerings (`meta_promoted_offerings`)	one ad set and creative per offering
Generated Image 1x1 (`meta_generated_image_1x1`)	generated square image
Generated Stories 9x16 (`meta_generated_stories_9x16`)	generated vertical image
Generated Video Feed (`meta_generated_video_feed`)	generated feed video
Generated Reels 9x16 (`meta_generated_reels_9x16`)	generated vertical video
Generated Offerings (`meta_generated_offerings`)	generated image per offering

Targeting field mapping

Targeting choice	Provider field
Geo Countries (`geo_countries`)	`geo_locations.countries`
Geo Regions (`geo_regions`)	`ISO subdivision → provider region key with provenance`
Geo Places (`geo_places`)	`Negotiated AdCP 3.2 stable provider city IDs; seller-wide advertisement awaits the authenticated resolver endpoint`
Geo Postal Areas (`geo_postal_areas`)	`geo_locations.zips`
Ext (`ext`)	`Pre-3.2 ext.scope3.geo_places city compatibility only`
Age Ranges (`age_ranges`)	`age_min + age_max`
User Age Unknown (`user_age_unknown`)	`Explicit unknown-age policy`
Genders (`genders`)	`genders`
Device Type (`device_type`)	`device_platforms`
Audience Include (`audience_include`)	`custom_audiences`
Audience Exclude (`audience_exclude`)	`excluded_custom_audiences`
Frequency Cap (`frequency_cap`)	`Promoted-object and provider frequency controls where objective permits`
Placement Refs (`placement_refs`)	`publisher_platforms + position arrays for six public placements`

Reporting field mapping

Interchange output	Meta Ads source
Impressions (`impressions`)	`impressions`
Clicks (`clicks`)	`outbound_clicks`
Spend (`spend`)	`spend`
Reach (`reach`)	`reach`
Conversions (`conversions`)	`actions`
Completed Views (`completed_views`)	`video_thruplay_watched_actions`
Breakdowns (`breakdowns`)	`publisher_platform + platform_position \| device \| country/region`

Start here

Buy media

Sell media

Help and updates

Meta Ads compatibility

At a glance

How to read availability

Roadmap

Connection, accounts, and identity

Campaign products

Creative formats

What the adapter can do

Placement choices

Targeting

Reporting

Webhooks and async lifecycle

Market and account availability

Important limitations

Technical mapping

Provider documentation

​At a glance

​How to read availability

​Roadmap

​Connection, accounts, and identity

​Campaign products

​Creative formats

​What the adapter can do

​Placement choices

​Targeting

​Reporting

​Webhooks and async lifecycle

​Market and account availability

​Important limitations

​Technical mapping

​Provider documentation

At a glance

How to read availability

Roadmap

Connection, accounts, and identity

Campaign products

Creative formats

What the adapter can do

Placement choices

Targeting

Reporting

Webhooks and async lifecycle

Market and account availability

Important limitations

Technical mapping

Provider documentation