Collection Ads

The collection ad format includes an Instant Experience and makes it easier for people to discover, browse, and purchase products and services from their mobile device in a visual and immersive way. The in-feed ad will feature three products under a hero image or video that opens into a full-screen Instant Experience when someone interacts with your ad.

You can create an ad with the collection format by building an Instant Experience. Start with a template or choose your own customized layout.

You can also include Facebook's ad creation user interfaces for the collection format in your website using the JavaScript SDK to create a Collections Ads Dialog.

To create collections used in Shops or to add metadata to a product set, see Commerce Platform: Product Set Collection API.

Supported Objectives and Placements

Objectives

You can use collection ads with the following objectives:

• Traffic
• Conversions
• Product Catalog Sales (Supported when you use collections with a product set.)
• Store Visits (Supported when you use collections with a product set.)
• Brand Awareness
• Reach

For Traffic and Conversions objectives, you can also use slideshow videos. See How to choose the right ad objective in Meta Ads Manager for more information.

Placements

The following placements are supported:

• Facebook Feed
• Facebook Reels
• Instagram Feed
• Instagram Stories

For more information about placements, see About ad placements across Meta technologies and Available ad placements and ad formats by ad objectives.

Standard Collection Ads Creatives

You can use a template as a quick way to create an Instant Experience for a specific business goal. The layout for each template is fixed; however, you can replace the default content with your own images, videos, products, text and links.

There are two types of collection ads with Instant Experiences: image-based and video-based, depending on the asset you provide. Once you have an ad creative, you can create an ad.

Create an Image-Based Ad Creative

 curl    -F 'name=Instant Experiences Collection Sample Image Creative'    -F 'object_story_spec={      "link_data": {       "link": "https://fb.com/canvas_doc/<ELIGIBLE_CANVAS_ID>",        "message": "<AD_MESSAGE>",        "name": "<NAME>",        "picture": "<IMAGE_URL>",        "collection_thumbnails": [         {"element_crops": {"100x100": [[0, 0], [100, 100]]},"element_id": "<PHOTO_ELEMENT_WITH_PRODUCT_TAGS_ID>",},         {"element_child_index": 0,"element_id": "",},         {"element_child_index": 1,"element_id": "<PRODUCT_LIST_ELEMENT_ID>",},       ],     },      "page_id": "<PAGE_ID>"    }'    -F 'access_token=<ACCESS_TOKEN>'    https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adcreatives 

Create a Video-Based Ad Creative

 curl    -F 'name=Instant Experiences Collection Sample Video Creative'    -F 'object_story_spec={      "page_id": "<PAGE_ID>",      "video_data": {        "call_to_action": {         "type":"LEARN_MORE",         "value":{           "link":"https://fb.com/canvas_doc/<ELIGIBLE_CANVAS_ID>"         }       },        "image_url": "<IMAGE_URL>",       "collection_thumbnails": [         {"element_crops": {"100x100": [[0, 0], [100, 100]]},"element_id": "<PHOTO_ELEMENT_NO_PRODUCT_TAGS_ID>",},         {"element_child_index": 0,"element_id": "<PHOTO_ELEMENT_WITH_PRODUCT_TAGS_ID>",},         {"element_child_index": 1,"element_id": "<PRODUCT_LIST_ELEMENT_ID>",},       ],       "title": "<VIDEO_TITLE>",        "video_id": "<VIDEO_ID>"      }    }'    -F 'access_token=<ACCESS_TOKEN>'    https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adcreatives 

Parameters

The collection_thumbnails fields

Product Sets

Before you create a collection ad, you need to provide an ad creative and an Instant Experience. You must provide at least four elements that represent photos or products with product tags to be shown in rotation. Child photo elements in a carousel element are also valid.

The collection ad appears in Feed, and people can see more in a full-screen Instant Experience that opens when they tap on the ad.

To use a product set, you should be familiar with Advantage+ catalog ads and already have a product catalog set up.

Create a collection ad from a product set

When you create a collection ad from a product set, you must also explicitly create an Instant Experience with the correct elements. When you use this Instant Experience in a collection ad, Meta automatically generates the collection ad.

Your Instant Experience should contain:

• An image, as either a Canvas Photo, Canvas Video, or Canvas Template Video.
• A product set with show_in_feed set to true.
• A footer

Step 1: Create the Instant Experience image

Example requests

Create an Instant Experience with an image

 curl \   -F 'canvas_photo={      "photo_id": "<PHOTO_ID>",    }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Create an Instant Experience with a video

 curl \   -F 'canvas_video={      "video_id": "<VIDEO_ID>",    }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Create an Instant Experience with a template video

 curl -X POST \   -F canvas_template_video={     "name": "Cover Image or Video",     "bottom_padding": "0",     "top_padding": "0",     "product_set_id": <Product_Set_ID>,     "template_video_spec": {       "customization": {         "text_color": "FFFFFF", 	      "text_background_color": "000000", 		    "name_template": "{{product.name}}", 		    "body_template": "{{product.current_price strip_zeros}}"       },     }   }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Step 2: Create the Instant Experience product set

Create a canvas_product_set with a product_set_id from your product catalog. You must set show_in_feed to true to create a collection ad.

Example request

 curl -X POST \   -F 'canvas_product_set={      "max_items": 50,     "product_set_id": "<PRODUCT_SET_ID>",     "item_headline": "{{product.name}}",     "item_description": "{{product.current_price}}"     "image_overlay_spec": {       "overlay_template": "pill_with_text",       "text_type": "price",       "text_font": "dynads_hybrid_bold",       "position": "top_left",       "theme_color": "background_e50900_text_ffffff",       "float_with_margin": true,     },     "storefront_setting": {       "enable_sections": true,       "customized_section_titles": [       {         "title_id": "popular", "customized_title": "My Populars"        },       {         "title_id": "favorites", "customized_title": "My Favorites"        }],       "product_set_layout": {         "layout_type": "GRID_3COL"       }     },     "retailer_item_ids": [0, 0, 0],     "show_in_feed": true   }' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Note: The item_headline, item_description, image_overlay_spec, storefront_setting, and retailer_item_ids parameters are all optional fields.

Provide any required fields in the image_overlay_spec parameter.

The storefront_setting parameter supports the product_set_layout, enable_sections, and customized_section_titles fields.

The product_set_layout field

The customized_section_titles field

In order to use customized_section_titles, the enable_sections parameter must be set to true.

Step 3: Create the Instant Experience footer

Create the Instant Experience footer with a link.

Example requests

 curl \   -F 'canvas_button={      "rich_text": {       "plain_text": "See more at www.abc.com."     },     "open_url_action": {       "url": "https://www.abc.com"     }   }' \  -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

You can also create a button to use in the footer.

 curl \   -F 'canvas_footer={      "child_elements": <BUTTON_ELEMENT_ID>   }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Step 4: Create the complete Instant Experience

Example requests

Basic Instant Experience

 curl -X POST \   -F 'body_element_ids=[     <PHOTO_OR_VIDEO_ELEMENT_ID>,     <PRODUCT_SET_ELEMENT_ID>,     <FOOTER_ELEMENT_ID>   ]' \   -F 'is_published=true' \   -F 'access_token=<ACCESS_TOKEN>' \   https://graph.facebook.com/v24.0/<PAGE_ID>/canvases 

To create the Instant Experience with a template video, product set, button, store location and optional footer, include the source_template_id parameter.

 curl \   -F 'body_element_ids=[     <TEMPLATE_VIDEO_ELEMENT_ID>,     <PRODUCT_SET_ELEMENT_ID>,     <FOOTER_ELEMENT_ID>   ]' \   -F 'name="Dynamic Video Instant Experience"' \   -F 'source_template_id="1932289657009030"' \   -F 'is_published=true' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvases 

For a storefront template, you need to specify source_template_id = 1932289657009030, it is defined in Instance Experiences: Using templates. The layout for each template is fixed; however, you can replace the default content with your own dynamic videos, products, text and links.

Step 5: Create the collection ad with the Instant Experience

If the first element of your Instant Experience is a photo, you must set object_type to SHARE.

 curl \   -F 'name=Collection Sample Image Creative' \   -F 'object_story_spec={      "link_data": {        "link": "https://fb.com/canvas_doc/<CANVAS_ID>",        "message": "<AD_MESSAGE>",       "name": "<AD_HEADLINE>",      },      "page_id": "<PAGE_ID>"    }' \   -F 'object_type=SHARE' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adcreatives 

If the first element of your Instant Experience is a video, you must set object_type to VIDEO.

 curl \   -F 'name=Collection Sample Video Creative' \   -F 'object_story_spec={      "video_data": {       "call_to_action": {         "type":"LEARN_MORE",         "value":{           "link":"https://fb.com/canvas_doc/<CANVAS_ID>",         }       },       "image_url": "<THUMBNAIL_IMAGE_URL>",       "message": "<AD_MESSAGE>",       "title": "<AD_HEADLINE>",      },      "page_id": "<PAGE_ID>"    }' \   -F 'object_type=VIDEO' \   -F 'access_token=<ACCESS_TOKEN>' \   https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/adcreatives 

If the first element of your Instant Experience is a template video, the request should look as follows:

 curl -X POST \   -F 'name="Dynamic Video Collection Ad"' \   -F 'adset_id=<ADSET_ID>' \   -F 'status=PAUSED' \   -F 'creative={        "object_story_spec": {          "instagram_user_id": "<INSTAGRAM_PAGE_ID>",          "page_id": "<MAIN_PAGE_ID>",          "template_data":{            "call_to_action":{              "type":"LEARN_MORE"            },            "format_option":"collection_video",            "link":"https://fb.com/canvas_doc/<CANVAS_ID>",               "name":"Test Dynamic Ads with dynamic video",            "retailer_item_ids":[              "0",              "0",              "0",              "0"            ]          }        },        "object_type": "SHARE",      }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/ads 

Ad previews

You can provide an ad_format and User access token to generate previews based on your ad or ad creative.

 curl -X GET \   -d 'ad_format="MOBILE_FEED_STANDARD"' \   -d 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<CREATIVE_ID>/previews 

Note: For template video Instant Experience ads, the supported formats are BIZ_DISCO_FEED_MOBILE, GROUPS_MOBILE, MOBILE_FEED_STANDARD, SUGGESTED_VIDEO_DESKTOP, SUGGESTED_VIDEO_MOBILE, WATCH_FEED_MOBILE.

See Ad Previews for more information.

Collection Ads Dialog

Collection ads are based on Instant Experiences with a template. Therefore, to create a collection ad using a dialog, you will use the Instant Experiences dialog with additonal parameters. This will provide the Facebook collection ad creation UI flow in your website. For details about the UI component, see Dialogs.

To set up the Facebook SDK for JavaScript, see:

• Quickstart guide
• Initialization reference

The JavaScript SDK relies on the logged in user's permissions to create Instant Experiences. If the user does not have the necessary permissions to create an Instant Experience for the supplied page and business, the dialog will show an error. The user must also have access to the product catalogs and sets. In order to ensure no errors, the user must have access to the Business Manager and have permissions to create ads for the page.

Then you can trigger the collection ads dialog.

 FB.ui({            display: 'popup',   method: 'instant_experiences_builder',   account_id: 'AD_ACCOUNT_ID'.   business_id: 'BUSINESS_ID',   page_id: 'PAGE_ID',   template_id: 'TEMPLATE_ID' }, function(response) {   // callback }); 

Settings

All valid template types and the corresponding ID can be found in Instant Experiences: Use a Template.

To preview a collection ad, we recommend using the Instant Experiences Preview Dialog.

Example response

 {   "success": true,   "id": "<CANVAS_ID>" } 

The id returned will be an unpublished Instant Experience. It needs to be published before it can be used in ad campaigns.

If there is no response or an undefined response is returned, it means the dialog was closed before finishing the Instant Experience set up or that the user saved the Instant Experience but did not finished it. You can query to see all the Instant Experiences that belong to a page and see if any are unfinished Instant Experiences.

Including Destination Catalogs

You can show ad creatives from a destination catalog in a collection ad's hero image. You can also display a carousel of hotel images at that destination. To do this, you must provide a fallback image that displays at the hero image in case there is no corresponding destination for hotels in the carousel. For more information, see Destination Catalog.

Note these limitations:

• Video creative is not supported.
• Only the display of destination and hotel catalog images combined is supported.
• The display of other catalog combinations is not allowed.

To use this feature, add the destination_set_id parameter when creating your canvas_photo element, then follow the other standard steps to create your Instant Experience and collection ad.

Example request

 curl -X POST \   -F 'canvas_photo={      "photo_id": "<PHOTO_ID>",      "destination_set_id": "<DESTINATION_SET_ID>",   }' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/<PAGE_ID>/canvas_elements 

Create Engagement Audiences

You can automatically create audiences for people who interacted with your collection ad. This is similar to engagement audiences for standard Instant Experiences. For more information, see Instant Experiences, Engagement Audiences.

You can target your Instant Experience ads with a full-screen view for people who tapped on your collection ad. This type of audience is called a Fullscreen Experience engagement audience. Build this audience by creating a custom audience, set object_id to CANVAS_ID, and make a rule to track one of the events.

Create an audience of people that opened an Instant Experience

 curl -X POST \   -F 'name=Collection Engagement Audience' \   -F 'description=People who opened this Instant Experience' \   -F 'rule=[{     "object_id":"<CANVAS_ID>",     "event_name":"instant_shopping_document_open"   }]' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/customaudiences 

Create an audience of people that clicked on a collection ad

 curl -X POST \   -F 'name=Collection Engagement Audience' \   -F 'description=People who clicked any links in this Instant Experience' \   -F 'rule=[{     "object_id":"<CANVAS_ID>",     "event_name":"instant_shopping_element_click"   }]' \   -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/customaudiences 

See More

• About Instant Experience
• Create a collection ad from Meta Ads Manager
• How to choose the right ad objective in Meta Ads Manager
• About ad placements across Meta technologies
• Available ad placements and ad formats by ad objectives