Snapchat Ads Updates Coming September 2025: Full Beginner's Guide
8/15/2025
Big updates are coming to the Snapchat Ads API on September 23, 2025.
Whether you’re a first-time advertiser or you build tools that work with Snapchat Ads, these changes will affect campaign setup, targeting formats, and age audience options.
Here’s the simple, plain-English breakdown so you know exactly what’s changing and how it affects you.
Snapchat Optimization Goal & Conversion Window Eligibility Update Explained
What’s Changing:
When you create a Snapchat ad campaign, you pick an Optimization Goal (e.g., clicks, purchases, sign-ups) and a Conversion Window (how long Snapchat counts a conversion after someone clicks or sees your ad).
Starting September 23, 2025:
-Snapchat will check your account immediately to see if it’s eligible for the goal and time window you select.
-If your account’s Pixel ID or Snap App ID doesn’t have enough quality data, your request will be rejected instantly.
-This eligibility is based on recent activity and data quality from your pixel or app.
Why it matters for advertisers:
-No more trial-and-error — you’ll know upfront if you can use a certain goal or conversion window.
-You must check eligibility before creating campaigns or risk failed setups.
Action steps:
-Use the Eligibility Endpoint in the Snapchat Ads API to check allowed goals/windows before campaign creation.
-Update your ad tools or dashboards to only show eligible options based on the API response.
Snapchat Targeting Spec Changes: Switch to Compact Targeting Format
What’s Changing:
Targeting specs tell Snapchat who should see your ad — age, location, interests, device type, etc.
Currently, there are two targeting formats:
Expanded style — longer, detailed format.
Compact style — shorter, cleaner format.
Starting Fall 2025:
-Snapchat will always save targeting in the compact format by default.
-You can still submit expanded targeting when creating ads, but Snapchat will automatically convert it to compact style.
-If your app can’t read compact style, your targeting might appear broken or missing in campaign data.
Why it matters for advertisers:
-If you pull targeting info from Snapchat, your system must handle the compact format — or your targeting data could become unusable.
-This update unifies targeting formats across the platform, making data cleaner but requiring adjustments in your code.
Action steps:
-Update your app or tool to read compact format targeting.
-Use Snapchat’s targeting_v2 parameter now to test compact format before the change.
Snapchat Age Targeting Update: Expanded to 55+ Audience
What’s Changing:
Before, Snapchat ads could only target people up to the 35+ age bucket. Now:
-You can target Snapchatters up to age 55+.
-Reporting insights will include more age buckets (35–44, 45–54, 55+).
Why it matters for advertisers:
-You can now reach older audiences that were previously off-limits.
-The 35+ age bucket will soon show “0” for all metrics in reports — so you must switch to the new age ranges.
Action steps:
-Update targeting in your campaigns to include the new 35–44, 45–54, and 55+ ranges if relevant.
-Adjust your reporting tools to use the new buckets instead of 35+.
How These Snapchat Ads API Changes Affect Marketers
These September 2025 Snapchat Ads updates make the platform:
More accurate — eligibility checks ensure you only use goals/windows you qualify for.
More consistent — targeting will follow a single compact format.
More flexible — expanded age targeting reaches a broader audience.
If you run campaigns manually, learn the new rules before September.
If you build tools for Snapchat Ads, update your systems now to handle the compact targeting format and eligibility checks.
How FanIQ One Can Make This Transition Easier
Keeping up with API changes, eligibility checks, and targeting format updates can be overwhelming — especially if you’re juggling campaigns across multiple platforms.
FanIQ One is built to take that stress off your plate by:
-Automatically applying Snapchat’s eligibility rules so you never waste time setting up campaigns that will be rejected.
-Handling targeting format updates behind the scenes, so your audience settings always work — no technical fixes required on your end.
-Integrating new targeting options as soon as they’re available, so you can take advantage of them on day one.
-Centralizing your campaign management so you can manage Snapchat alongside other platforms without worrying about each one’s quirks.
Instead of scrambling to update your systems or risk downtime when Snapchat flips the switch in September, you can keep running ads confidently — knowing FanIQ One is keeping everything compliant and up-to-date.
Being ready before September means smoother campaigns, fewer errors, and better targeting options.
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