Meta API v27 Default Ad Settings To Check

What Meta says is changing in API v27.0

Per the PPC Land report of Meta's release post, two defaults move. First, Meta may add Product showcase to new ads when it has high confidence that a product set matches the ad. Second, the setting called "Reach more people across other mobile devices" is on by default for new eligible Sales ad sets. The report says the device change reaches all API versions about 90 days later, which points to around February 2027.

Meta documents an opt-out for each. The product option is controlled through product_extensions with OPT_OUT, and the device setting can be set to 0. Anyone who creates ads through the API, including most ad tools and many agencies, can switch them off per ad or ad set.

What the post does not say

That gap matters. If you build ads by hand in Ads Manager, you may see nothing different today. If a scheduler, a catalog tool, or an agency builds ads through the API, you are the more likely audience for these defaults. The honest position is to look, not to assume.

Why a default you did not choose is worth checking

Adding catalog products to an ad changes what the person sees. A single creative becomes a creative plus product tiles Meta picked for it. For a store with a clean catalogue that can help. For a service business with a catalogue that is half set up, it can put the wrong item next to your message. Expanding the device setting changes who can see the ad, which can shift cost per result and the quality of the traffic without any change in your creative or budget.

This sits alongside the earlier change we covered in Meta turns product browsing on by default. The pattern is the same: the setting moves, the announcement is easy to miss, and the owner finds out when the numbers shift.

A small business checklist: 5 steps

1. 01Ask whoever runs your ads which defaults are on. Put it in writing: is Product showcase added to new ads, and is the other mobile devices setting enabled on new Sales ad sets?
2. 02Open your newest ad set and ad. Check the device and placement settings and look for catalog products attached to creative you built without them.
3. 03Decide per campaign. Catalogue-led sales campaigns are the natural fit for Product showcase. Lead generation and service campaigns usually are not.
4. 04Opt out where it does not fit. Ask your agency or tool to set product_extensions to OPT_OUT and the device setting to 0 on those ads, or switch the toggles off in the interface if you build there.
5. 05Compare before and after. Log the date of any change, then compare cost per result, conversion rate, and the quality of leads or orders over a few weeks, so you can tell your change from the platform default.

Questions to put to your agency or ad tool

You do not need to read API docs to protect your budget. Ask three plain questions. Which Marketing API version do you build my ads on? Did anything default to on when you moved versions? Who reviews new ad sets for settings I never approved? A good partner answers fast and shows you the screen. If the answer is vague, that is information too, and it connects to the points in our guide to marketing agency retainer red flags.

The takeaway

Defaults are a decision made on your behalf. You cannot read every release note, but you can own the settings review: one check of your newest ad set today, one written answer from whoever runs your ads, and a before-and-after comparison. That is what our Paid Media and Analytics work covers.

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