Social advertising targets social media users browsing content on Facebook, Messenger, and Instagram using first-party demographic targeting in a relevant location.
Campaigns are based on a total budget. Impressions cannot be forecasted or guaranteed for social campaigns because Facebook ultimately determines the delivery. Estimations of total reach and clicks are available by request.
Targeting Capabilities
Geography: Ads are served to a custom geography with zip code-level targeting.
Interests: Ads are served to users with declared interests via first-party data.
- Demographics: Ads are served to specific demographics based on gender, age, income level, educational status, and parenting status.
Retargeting: Serves ads to users who visited the advertiser’s website. (A tracking tag or pixel is required to be placed on the advertiser’s website.) Facebook page retargeting is also available.
Devices
Desktop
Mobile
Tablet
Platforms
Facebook
Messenger
Instagram
Campaign Goals
Traffic: Consideration – Send more people to a website, app, or Messenger conversation, generate leads, and increase engagement.
Reach: Awareness – Show your ad to the maximum number of people to build brand recognition or increase reach.
Video views: Consideration – Get more people to view your video content to build brand recognition and encourage desired action.
Creative Specifications
Social uploads are self-serve only. You will need to provide all assets, including the image or video, text, headline, link description, and call to action.
| Single image | Carousel | Video |
|---|---|---|
| Design recommendations | Design recommendations | Design recommendations |
| Image formats: .png, .jpg, .gif | Image formats: .png, .jpg | Video formats: MP4, .mov, .gif |
| Resolution: 600 x 600 px minimum | Video formats: MP4, .mov, .gif | Resolution: 1080 x 1080 px minimum |
| Maximum file size: 30 MB | Resolution: 600 x 600 px minimum | Maximum file size: 4 GB |
| Image ratios: 1.91:1 to 1:1 | Maximum file size: 30 MB images, 4 GB videos | |
| Image ratios: 1.91:1 to 1:1 | ||
| Number of images: 2-10 | ||
| Text recommendations | Text recommendations | Text recommendations |
| Primary text: 125 characters | Primary text: 125 characters | Primary text: 125 characters |
| Headline: 25 characters | Headline: 25 characters | Headline: 25 characters |
| Description: 20 characters | Description: 20 characters | Description: 20 characters |
Reporting
Campaign performance is accessible 24/7 with our live Analytics dashboard. For definitions of the metrics used in analytics, see Metrics.
Impressions
Total ads served to users
Impressions delivered are reported as outlined in the initial proposal or contract.
Clicks
/Click-through rate
The number of users who clicked on the ad and the rate of users who clicked based on total impressions delivered.
Demographics
Clicks and impression performance is provided for age and gender demographics.
Creative
Creative performance is provided for each ad, including impressions, clicks, CTR, and engagements.
Placements
A complete list of websites and apps is provided with individual performance metrics for each placement.
Geography
A complete breakdown of geographic performance by DMA is provided.
Devices
Desktop, mobile, and tablet
Clicks and impression performance is provided for each device.