Meta Ads compatibility

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

Last reviewed 2026-08-27. This is Apostra’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 Apostra 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 — Apostra is validating the workflow before offering it broadly.
⚪ Planned — Not offered through Apostra 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 — Apostra’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 Apostra through an OAuth grant. Connecting a Business Manager / Business Portfolio account gives Apostra 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.

Apostra 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 Apostra.
Awareness Impressions	🟢 Available	Meta Campaign reference	Available through Apostra.
Awareness Ad Recall	🟢 Available	Meta Campaign reference	Available through Apostra.
Traffic	🟢 Available	Meta Campaign reference	Available through Apostra.
Traffic Landing Page Views	🟢 Available	Meta Campaign reference	Available through Apostra.
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: Apostra implementation/testing.
Engagement Event Responses	🟢 Available	Meta Campaign reference	Available through Apostra.
Engagement Instagram Profile Visits	🟢 Available	Meta Campaign reference	Available through Apostra.
Engagement Instagram Conversations	🟢 Available	Meta Campaign reference	Available through Apostra.
Engagement	🟢 Available	Meta Campaign reference	Available through Apostra.
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: Apostra implementation/testing.
Engagement Messenger	🟢 Available	Meta Campaign reference	Available through Apostra.
Engagement Whatsapp	🟢 Available	Meta Campaign reference	Available through Apostra.
Conversions	🟢 Available	Meta Campaign reference	Available through Apostra.
Sales Website Value	🟢 Available	Meta Campaign reference	Available through Apostra.
Sales Website Catalog	🟢 Available	Meta Campaign reference	Available through Apostra.
Sales Shop	🟢 Available	Meta Campaign reference	Available through Apostra.
App Installs	🟢 Available	Meta Campaign reference	Available through Apostra.
App Post Install Event	🟢 Available	Meta Campaign reference	Available through Apostra.
App Conversion Value	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Instant Form Quality	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Website	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Messenger	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Instagram	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Whatsapp	🟢 Available	Meta Campaign reference	Available through Apostra.
Leads Calls	🟢 Available	Meta Campaign reference	Available through Apostra.

Pricing notes

pricing_options omits floor_price and price_guidance for every Meta product. Meta exposes no discovery-time bid estimate, so a static guess would be no more reliable than no guidance at all, and for a non-USD ad account it would mean silently relabeling a USD number or, as it did before, showing an outright zero. Each product is still priced (pricing_model, currency, max_bid); there is simply no platform-backed number to bid against yet.

Creative formats

These rows describe Apostra 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 Apostra.
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: Apostra implementation/testing.
Existing Post	🔵 Testing	Meta Ad Set reference · AI-1940	Apostra is still testing this creative format before making it generally available. Current boundary: Apostra 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: Apostra 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: Apostra implementation/testing.
Carousel	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra 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: Apostra implementation/testing.
Generated Image 1x1	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra implementation/testing.
Generated Stories 9x16	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra implementation/testing.
Generated Video Feed	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra implementation/testing.
Generated Reels 9x16	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra implementation/testing.
Generated Offerings	⚪ Planned	Meta Ad Set reference · AI-1940	Apostra 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: Apostra 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: Apostra 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 Apostra.
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 Apostra.
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: Apostra implementation/testing.
Geo Postal Areas	🟢 Available	Meta Marketing API overview	Available through Apostra.
Ext	🟡 Partial	Meta Marketing API overview · AI-1940	Targeting choice is only partially available through Apostra. Current boundary: Apostra implementation/testing.
Age Ranges	🟢 Available	Meta Marketing API overview	Available through Apostra.
User Age Unknown	🟢 Available	Meta Marketing API overview	Explicit unknown-age policy
Genders	🟢 Available	Meta Marketing API overview	Available through Apostra.
Device Type	🟢 Available	Meta Marketing API overview	Available through Apostra.
Audience Include	🟢 Available	Meta Marketing API overview	Available through Apostra.
Audience Exclude	🟢 Available	Meta Marketing API overview	Available through Apostra.
Frequency Cap	🟢 Available	Meta Marketing API overview	Available through Apostra.
Placement Selection	🟡 Partial	Meta Marketing API overview · AI-1940	Selecting Facebook Feed and/or Instagram Feed together with Stories and/or Reels is fully honored; selecting only Stories and/or Reels without either Feed is not yet available on every account. Current boundary: Apostra implementation/testing.

Reporting

Apostra 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. Apostra 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. Apostra 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. Apostra 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. Apostra 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 Apostra’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: Apostra 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

Apostra 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

Apostra implementation/testing. Messenger Inbox, Messenger Stories, and Threads Feed are not offered as selectable placements.
Apostra implementation/testing. Promoting an existing post is still being tested and is not generally available.
Apostra 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.
the ad platform’s API. The Awareness product (`meta_awareness`) uses Meta’s REACH optimization goal. When no `targeting_overlay.frequency_cap` is provided, Meta automatically applies a platform default of 2 impressions per 7 days. To use a different cap, pass `targeting_overlay.frequency_cap` explicitly in your `save_media_buy` or `create_media_buys` call. All other Meta products use auction delivery and have no platform-applied default frequency cap.

Technical mapping

Engineering-level detail — raw provider objectives, billing enums, optimization codes, and object-field mappings. Not required reading to understand what Apostra 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`)	`Provider frequency controls passed through \`targeting_overlay.frequency_cap` as `frequency_control_specs` on the ad set. For the Awareness (REACH) product, Meta applies a platform default of 2 impressions per 7 days when no cap is provided; pass `targeting_overlay.frequency_cap` explicitly to override.`
Placement Selection (`placement_selection`)	`Selecting Facebook Feed and/or Instagram Feed together with Stories and/or Reels is fully honored; selecting only Stories and/or Reels without either Feed is not yet available on every account.`

Reporting field mapping

Apostra 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

Pricing notes

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

​Pricing notes

​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

Pricing notes

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