Meta Ads AI Connectors, App Usage Drops, and More

Meta Advertiser Field Notes
Weekly observations from inside Meta ads

Meta’s new AI connectors are the big story this week, especially after recent concerns about AI-related ad account shutdowns. We also got a rare drop in Meta app usage, more clarity on the one-click CAPI rollout, and a couple of helpful updates to the new creative workflow.

Meta announces AI connectors to manage ads
Meta forced to divest Manus?
Meta app usage falls for the first time
Updates to new Creative Workflow
How one-click CAPI works

Let’s get to it…

1. Meta Announces AI Connectors to Manage Ads

Talk about whiplash.

Less than two months ago, I documented how advertisers were reporting unexplained account bans due to presumably unapproved AI integrations. And then yesterday, Meta made a major announcement in the opposite direction.

Meta has launched AI connectors that let advertisers manage campaigns directly through their existing AI tools, without needing developer credentials or API setup. Built on Meta’s ads MCP server, the connectors provide authenticated access to campaign data, ad creation, catalog management, and audience insights.

The remote MCP server URL for all currently supported AI agents is http://mcp.facebook.com/ads. Meta links to instructions for setting up with ChatGPT and Claude.

I don’t know, man. Sounds great. But just a few weeks ago, I was terrified of attempting any of these integrations, for fear of losing my ad account forever (what happened to those who were banned, by the way?). And now I’m just supposed to trust that all’s good now?

I’ll let others try it first. Report back.

2. Meta Forced to Divest Manus?

In potentially related news, The Wall Street Journal reports that Meta is preparing to undo its Manus acquisition after it was blocked by China. Since Manus was founded in China, Meta may have little recourse.

All indications are that Meta is planning to divest. What that means for the integrations of Manus that Meta has already started rolling out is unknown. But it would make sense that this uncertainty led to Meta’s apparent shift related to other AI integrations via the MCP.

3. Meta App Usage Falls for the First Time

Well, this is different.

Meta released 2026 Q1 earnings, and the family daily active people dropped for the first time.

While the drop from 3.58 to 3.56 billion may not seem like much, any decrease in users across the family of apps is notable. Meta suggests that this is an anomaly due to world events:

The slight quarter-over-quarter decline in DAP in the first quarter of 2026 was driven by internet disruptions in Iran, as well as a restriction on access to WhatsApp in Russia.

Sure, current events in Iran and restrictions on WhatsApp are certainly challenging. But Meta has been confronted with difficult circumstances in the past, and they’ve never prevented user growth. Until now.

Since Meta consolidates usage data under the entire family of apps, it’s not clear where the biggest hits are coming from. But it’s especially interesting given the continued growth of Threads.

Of course, you shouldn’t cry for Meta. This drop didn’t seem to have any noticeable impact on ad revenues, which were up 33% year over year.

This was driven by both an increase in ad impressions and price per ad. Despite the drop in usage, ad impressions were up 19% worldwide.

And a 12% increase in price per ad.

So, revenue-wise, Meta is in no immediate danger. And a drop was inevitable eventually. But this is certainly a test to keep an eye on for future quarters.

4. Updates to New Creative Workflow

The test of Meta’s new creative workflow isn’t available to everyone, but there have already been a couple of big improvements.

One of my early complaints was that you couldn’t customize video thumbnail images. This is a major problem with flexible format, and it was something that needed to be corrected for the new workflow to be useful. Well, that update was made.

Now when you provide a video, you’re able to customize the thumbnail image.

The only remaining issue here is that it’s one thumbnail, regardless of the aspect ratio. That could result in some awkward crops.

Speaking of crops, another request I had was to simplify the process of providing the three crops for an image or video. Meta’s now made it so all three versions appear in the same view, which is a minor improvement.

Maybe I’m greedy, but can’t Meta use AI to scan these images and suggest initial crops? Then we can adjust them if necessary. Is that asking for too much?

Overall, I’ve been really happy with the new creative workflow. In the past, I was creating multiple ads for different formats and creative variations, but it often felt like a duplication of effort. Now I can consolidate ads and have all creative variations contribute to the same ad.

5. How One-Click Conversions API Works

Indications are that about half of advertisers now have access to Meta’s no-cost, one-click Conversions API option (I’m part of the unlucky 50%). So, what is it?

One popular method for setting up the Conversions API for web events is the API Gateway. I’ve used it for several years. When set up manually, it requires paying for an AWS server. This created opportunities for cheaper alternatives from companies like Stape.

At some point, Meta also made an API Gateway Demo option available. It uses the AWS server but is hosted by Meta. That demo lasted one year before costs would be incurred.

My understanding is that the new no-cost, one-click Conversions API version is essentially the API Gateway Demo, but without an expiration on the free offer. It’s also a single click, unlike the demo.

To find out if you have the new option, click “Connect Data” at the top left of Events Manager.

Select “Web.”

Select your dataset.

Google Tag Manager may be recommended. Click “Set up with Conversions API Gateway.”

If you have the update, you’ll see an option to “Set up with Meta.” I don’t have it, and I still see the demo.

Word is that if you sign up with the demo, you’ll eventually be upgraded to the no-cost, one-click option. If you trust that info, go with the demo. Otherwise, you can wait.

Is this right for you? There are certainly more sophisticated web API options that you may already be using. But if you’re otherwise paying for the API Gateway, you should check to see if you lose anything by switching.

More than anything, this could be a great option for small businesses that resist setting up CAPI due to technical challenges or costs.