Asset Customization Ads require a link. Please complete the field to continue.
In short
Your ad uses asset customization (different media, text or links per placement), and Meta then requires a link the ad does not have. Add a website link to the ad, or use the same assets for every placement.
By Mathieu Malige, co-founder of Apogee
· Checked on 8 October 2026
Exact message
| English | French | |
|---|---|---|
| Message (Marketing API response) | Asset Customization Ads require a link. Please complete the field to continue. | Les publicités avec personnalisation des éléments nécessitent un lien. Complétez le champ pour continuer. |
Where it shows up: in the response of Meta’s Marketing API when an ad or ad creative is created, for example by a tool that launches ads for you.
Why it happens
- Asset customization ads need a link. The message states it directly: these ads require a link, and the field must be completed. Meta’s help pages do not detail this requirement.
- What asset customization is. According to Meta’s help center, it lets you tailor one ad to each placement: different crops (for example vertical for Stories), edited videos, and different text, headlines and links.
How to fix it
- Open the ad and find the placements whose assets are customized.
- Add a website link to the ad, then publish again.
- If the ad must not have a link, remove the customization: use the same assets for every placement, then publish again.
How to avoid it next time
- When you customize assets per placement, give the ad a website link before publishing.
- If the error keeps coming back on one kind of ad, note it: the message does not say which link field it expects in each case.
Sources
Frequently asked questions
What is asset customization?
It is Meta’s option to tailor one ad’s assets to each placement: different crops, edited videos, and different text, headlines and links.
Can I customize the media of an instant form ad?
Yes. Meta lists instant forms under the Leads objective among the conversion locations that support media customization. The message does not say which link field it expects in that case.
Is my creative rejected?
No. The message points to a field to complete, not a review decision.
Related errors
Launch your creatives in 47 seconds
Bulk upload on Meta Ads, TikTok Ads and Snapchat Ads, with your naming convention detected and Advantage+ off by default. 15 free creatives, no credit card.