- Free during beta: $0, 3 connections per platform and 300 counted changes per UTC calendar month, shared across your workspace. Reads, pauses, monitors and scheduled briefs do not use the allowance.
- Clearer setup for your assistant, account alerts, scheduled briefs, Meta daily advice and CRM revenue checks. Google Ads, Microsoft Advertising, LinkedIn Ads, GA4 and Search Console are available after your invitation; during Meta app review, Meta access also needs a tester invite accepted in Facebook.
- Feedback is optional: reply to any Variafy email to tell us what helped and what is missing.
- We will tell you about post-beta pricing before paid access begins.
- The Variafy plugin for Claude Code and Codex: add its marketplace once and install it, and the assistant gets the connector and the Variafy skill together. Variafy is also listed in the official MCP Registry as com.variafy/variafy.
- App promotion reports go further: cost per install against your target and against the 90 days before, with whether the difference is beyond chance; the ladder of in-app events from install to purchase with what each step costs; every campaign, ad set or ad against the others; creatives ranked by install cost; and in-app purchase value with ROAS.
- Meta's opportunity score for each ad account, with Meta's own recommendations: what each one is about, which campaigns, ad sets or ads it concerns, how many points it adds and a link that opens it in Ads Manager.
- Custom audiences in detail: what an audience is built from, its size and status, whether it can be used, and which ad sets use it.
- Pixels in detail: their settings and the checks Meta runs on them, and how well the customer information sent with server-side events can be matched, event by event. Event counts now go back 28 days and can be split by device or by browser and server.
- The change history of an ad account: budgets, targeting, bids, statuses and schedules of campaigns and ad sets, newest first, with whether Meta says a change restarts learning.
- Which ads use a creative, and the Pages owned by the business behind an ad account.
- Custom audiences can be created right from the chat — website visitors by pixel event or page address, people who engaged with a Facebook Page or an Instagram account, and lookalikes — and renamed or deleted; an audience a running ad uses is never deleted.
- A campaign spending limit can be set, changed or removed, with its effect on spend in the preview; a higher or removed limit is treated like a budget increase.
- A/B tests: start one between two to five campaigns or ad sets, see each cell's spend, results and cost per result over the test, rename, extend or cancel it.
- Meta's recommendations can be applied from the chat — Advantage+ audience and placements, Reels placements, Advantage+ creative enhancements and a few more — with what each changes in the preview. Budget increases Meta sizes itself and AI-generated creatives stay in Ads Manager.
- The conversion tracking audit reads event match quality again: Meta had stopped accepting one of the fields it asked for, and the audit reported no quality data where there was some.
- More assistants can connect: those that register themselves — Gemini, Microsoft Copilot Studio, Perplexity and others — get the usual sign-in and consent screen, and VS Code, GitHub Copilot CLI, Zed and Codex sign in like Claude and ChatGPT. Apps that registered themselves are marked as unverified on the consent screen.
- A business profile for each ad account: what it sells, its goal, the cost per result or return it needs, markets and your rules. The assistant can suggest one from the ad account and its website; once saved, it sees it at the start of every conversation, and the analyses judge against your target instead of guessing.
- A skill for Claude, Claude Code and Codex that teaches the assistant how to work with Variafy: seven ready workflows from a morning check to a client report, every change shown as a preview first.
- A different goal for an ad set. Meta does not change the goal, pixel event or attribution of a published ad set in a leads or sales campaign, so the assistant rebuilds it: a paused copy with the same audience, budget and ads that optimises for the new result, ready to launch in place of the old one. In traffic and awareness campaigns the goal changes in place.
- Minimum ROAS bidding: a new or rebuilt ad set can optimise for purchase value with a floor, and the floor of an ad set that already bids this way can be changed. The preview compares the floor with what the ad set returned over 30 days and with the ROAS in your business profile.
- Different creatives by placement in one ad: besides a feed image with a 9:16 one for stories and Reels, a third 1.91:1 image for the Facebook right column and search, and the same for video — a 1:1 or 4:5 video in the feed with a 9:16 one in stories and Reels. Facebook Reels now get the vertical too.
- Why did this fail: the assistant lists your recent failed requests and the approved changes that failed, with Meta's real error, the cause in plain words, what to do and who does it — the assistant itself, wait for a limit, you, or a reconnect. It also explains any error message you paste.
- A client report as a file: the assistant makes one HTML page with the ad account's spend, results, payments and revenue, a daily chart and the campaigns, under your agency name and logo, with your commentary. You download it and send it to the client; it opens without internet and prints to PDF. Variafy keeps no copy: the file sits in memory for an hour for the download and is gone.
- Placement verdicts by money: when your payments name the placement in their links, the placement breakdown says which placements bring more or less revenue per unit of ad spend than the account average — only where the difference is large, beyond chance and the same in both halves of the window. Verdicts by lead price and an audience saturation score are left out on purpose: checked on half a year of real ad accounts, neither predicted the next month.
- Building a campaign with the assistant now happens in a form with buttons right in the chat — in the language of the conversation: pick the goal and the budget, then the page and the result, the creative and the texts, the audience and the name. When several ad accounts are connected, the first question is which one.
- Ad texts from the landing page: the server reads the page itself — its headline, sections, numbers, prices and buttons, in its language — so the assistant writes the primary text, headline and description from what the page really says, in any chat. Placeholder text, cookie banners and countdown timers are left out, and you approve the words before they go into the ad.
- The campaign form now saves your answers itself: each step takes a second or two instead of waiting for the assistant, and the chat no longer asks you to confirm a message after every step. Only what needs the assistant — texts written from the landing page, other cities — goes to it once, at the end, together with the request for the full preview.
- In the same form: the page is a field to paste the link into; the result on the site shows your pixel, what each event means and how often it fired in the last 7 days; and the images already in the ad account are right in the form to pick with a click — a feed and stories pair together — with a note when none of them is named after the page.
- A campaign built together with the assistant now goes two related questions at a time, each with answers ready to pick: result and budget, page and conversion, creative and texts, audience and name.
- New campaigns run on Facebook and Instagram by default, without Audience Network or Messenger, and with Advantage+ audience on — except for campaigns aimed at your own audiences and special ad categories. The preview names every default it applied.
- A suggested campaign name you can read at a glance: country, product, objective, destination and date, for example PL_SMM_Leads_Website_2026-09-26.
- A change that takes several calls to Meta checks that there is room for all of them before the first one, so it never stops halfway; when a request is held by this app's own limit rather than by Meta, the message says so.
- The first answer in a chat shows the way to the first results: connect, see performance, send in payments, see which ads they came from and which spend without them, and send purchases back to Meta.
- Plain HTTP: every operation is also a request to /v1/tools/<name>, with the same key, the same two-step confirmation and the same monthly limit — for n8n, Make, cron and your own scripts.
- Creatives of an ad account can be listed: what each one says, where it links and which image it uses, with the id that draws a preview or goes into an ad.
- A campaign in a special ad category — housing, employment, credit — now declares the countries it runs in, so it is no longer refused when it runs outside the ad account's own country.
- Ad sets can be paused up to ten at a time, as ads already could.
- Money, not clicks: the payments your business actually received can be sent in over plain HTTP, and a report then shows what each campaign, ad set or ad earned — spend against revenue, with the money that matched no ad shown separately instead of quietly missing.
- Ads created here now tag their own links, so a payment that arrives weeks later can still be matched to the ad that brought it.
- Pictures attached in a chat never reach this server — so instead of asking a person to go to Ads Manager, the assistant now hands them a page that takes the files straight into the campaign being built, whether it was started one question at a time or sent in one message.
- A campaign can be built one question at a time, or in one message — whichever the person prefers. The answers are kept between calls, and both ways end in the same preview.
- Creatives page: upload files or paste links (Google Drive, Dropbox), and see what is already in the ad account library with the pictures themselves.
- An ad can be seen as Meta draws it, before it exists, from a link that needs no sign-in.
- One ad can carry two images: a square or 4:5 one for the feed and a 9:16 one for stories and Reels.
- The words of an ad — primary text, headline, description and button — are now in the preview a person approves.
- A journal of every call the assistants make, for the account owner, with a CSV export; and a buyer role that can build ads without touching billing or the team.
- Public help: connecting assistants and ad accounts, how changes are confirmed, automation, limits and troubleshooting, a list of every tool and this page.
- Prepared actions. The watchdog prepares a pause for a campaign that spends without results while the rest of the ad account gets them, and monitors can prepare a pause or a daily budget change. Nothing changes until it is approved, and a week later the cost per result before and after is compared.
- Scheduled email briefs: daily, weekly or every few days.
- Monitors: your own rules for each campaign, ad set or ad, checked every morning in the ad account's time zone, with an email when they trigger.
- Watchdog: connected ad accounts are checked every 15 minutes, with an email about what needs attention.
- Meta operations are grouped into four tools by what they do: read, create, update and delete.
- Request limits with a clear waiting time, and stricter security headers.
- Variafy is available at www.variafy.com. Claude and ChatGPT connect with a sign-in, without a token to paste.
- Protection against Meta request limits: when an ad account gets close to its limit, reads wait and pausing keeps working.