How Lapse matches ads to licenses

Which ads are checked

Only ads that are running, or will run without anyone touching them: active, in review, being processed, pre-approved, waiting on billing, or running with issues. Paused, archived, deleted and rejected ads are skipped, including ads whose campaign or ad set is paused.

For agencies, an ad is only ever matched against the licenses of its own client.

The ways an ad can match, strongest first

• The ad itself: this exact ad's ad ID is listed on the license. That happens when you link it from the Untracked tab, or put it in the ad_ids column.
• Creative: the ad's creative is listed on the license (creative_ids).
• Tag: the ad's name contains the license's tag, like [LIC:L-100]. Copy it from the license page and paste it into the ad name in Ads Manager. It's the easiest way to cover re-uploaded files.
• Instagram post: the ad uses an Instagram post listed on the license, either the creator's original post or the post the ad runs from.
• Video: the ad uses a Meta video listed on the license.
• Creator account: the ad runs as a creator's Instagram account that you entered on the license, and nothing else links it to that license.

What is checked once an ad matches

• Dates: a license is valid from its start date through its end date, including the end date itself, in your org's time zone. A blank end date never ends.
• Status: a revoked license never covers an ad, whatever its dates.
• Channel: a partnership ad (one that runs as the creator, or that Meta labels as branded content) needs a license for Meta partnership ads. Any other matched ad, such as a file you re-uploaded, needs Meta paid re-upload.
• Assets: if the license covers only listed assets, an ad matched only by the creator's account isn't covered. If it covers any content from the creator, the account match is enough.

When nothing matches

If the ad runs as an Instagram account you haven't marked as yours, or Meta labels it as branded content, Lapse treats it as a partnership ad. With no license on file, it's flagged under Violations. So mark all your own Instagram accounts when you connect Meta.

If it runs from an account you marked as yours, or from no Instagram account at all, Lapse can't tell whether it uses creator content, so it goes under Untracked. It isn't flagged, but it lowers your coverage until you link it.

When several licenses match

One valid license is enough to cover the ad. If several are valid, Lapse shows the one that ends last; a license with no end date counts as ending last. If none are valid, it shows every problem with the license that ends last.