Placement determines where Meta ads appear, including Feed, Reels and Stories, with automated Advantage+ delivery or manual selection of eligible inventory.
Content consumption differs across placements. Reusing landscape feed creative in full-screen vertical Stories or Reels can cause cropping or unused space and reduce performance. Automated placements compare delivery efficiency across inventory and redistribute budget toward placements capable of producing conversions more economically.
User behavior and creative formats vary by placement. Adapting assets to vertical, square and other relevant formats can improve results compared with using one identical creative everywhere.
Meta reports that automated placements can deliver more conversions at lower average cost than manual selection. Use them as a starting point unless the campaign has a specific reason to restrict inventory.
Meta's official tool for managing advertising across Facebook, Instagram, Threads, Messenger and other supported Meta inventory through a unified account.
JavaScript tracking code installed on a website to capture behaviors such as visits, cart additions and purchases, supplying data for Meta conversion optimization, retargeting and lookalike audiences.
A server-side tracking method that sends conversion data directly from an advertiser's server to Meta, reducing reliance on browser cookies and exposure to browser-level ad blocking.
Meta's AI automation framework for targeting, creative combinations, budget allocation and placements, increasingly incorporated into default campaign workflows since 2024.
An ecommerce campaign format that uses AI to automate audience selection, creative combinations and budget allocation, building on dynamic product advertising and product catalog capabilities.
An audience expansion method that uses existing customer lists or pixel conversion data as a seed to identify new Meta users with similar characteristics and behavior.
Some websites are seeing sharp increases in site: operator queries in Search Console performance reports. Explore possible causes, measurement effects and diagnostic responses.
