Meta Ads — Facebook and Instagram
Meta Ads covers Facebook, Instagram, Messenger and the Audience Network through one auction and one campaign system. Creative and audience signal do most of the work.
Stuck at any point? Ask an AI about this page →What This Section Covers
How the Meta auction values an impression. The three-level campaign structure and what each level controls. Audience types — core, custom, lookalike and broad. Creative formats and what performs. Conversion tracking including the Conversions API. And the reporting that shows what is actually working.
What Decides Performance
On Meta, creative is the single largest lever. Audience targeting matters less than it once did, because the delivery system finds responsive users given enough signal.
The practical consequences: invest in creative volume and testing, feed the algorithm clean conversion data, and avoid over-constraining audiences in ways that starve delivery.
All 24 guides in this section
- A/B Testing in Meta Ads: Experiments, Variables
How to run A/B tests in Meta Ads Manager — the Experiments tool, what variables to test, sample size requirements, statistical significance, and... - Meta Ads Manager: Campaign Structure & Interface
How Meta Ads Manager works — Campaign/Ad Set/Ad hierarchy, what each level controls, account structure best practices, and navigating the Ads Manager interface. - Advantage+ Shopping Campaigns: Meta's AI-Driven
How Meta Advantage+ Shopping Campaigns work — automated targeting, creative, and bidding for e-commerce. ASC setup, asset requirements, learning phase,... - Meta Ads Attribution: Windows, Models &
Meta attribution windows explained — 1-day click, 7-day click, view-through — attribution models, comparing Meta-reported vs GA4 conversions, and... - Meta Campaign Budget Optimisation: CBO vs ABO
Meta Campaign Budget Optimisation (CBO) vs Ad Set Budget (ABO) — how each works, when CBO outperforms ABO, transitioning between strategies, and... - Meta Campaign Objectives: All 6 Explained
Every Meta campaign objective explained — Awareness, Traffic, Engagement, Leads, App Promotion, Sales — what each optimises for, when to use it, and... - Meta Carousel & Collection Ads: Format Guide &
How Meta Carousel and Collection ads work — carousel card specs, Collection format with Instant Experience, dynamic carousel for e-commerce, and... - Meta Conversions API: Setup, Integration & Event
How to implement the Meta Conversions API — direct API integration, partner integrations (Shopify, WooCommerce), Gateway CAPI, deduplication with... - Meta Core Audiences: Demographics, Interests &
How Meta Core Audiences work — demographic targeting, interest categories, behaviour targeting, Advantage+ Audience, detailed targeting expansion, and... - Meta Custom Audiences: Website, Customer List &
How to create every Meta Custom Audience type — website visitors (pixel), customer list upload, app activity, engagement audiences — and best practices... - Meta Dynamic Product Ads: Catalogue Setup &
How Meta Dynamic Product Ads work — catalogue requirements, pixel event setup, retargeting vs prospecting DPA, audience configurations, and creative... - Meta Events Manager: Setup, Verification & AEM
How to use Meta Events Manager — verifying pixel events, configuring Aggregated Event Measurement priorities, diagnosing event issues, and testing CAPI events. - Facebook Ads History: 2007 to Meta Advantage+
The complete history of Facebook advertising — from Facebook Flyers 2007 to the Meta Advantage+ AI era. Every major product launch, policy change, and... - Meta Image & Video Ads: Specs, Formats & Best
Meta single image and single video ad specifications — dimensions, aspect ratios, file sizes, primary text limits, headline character counts, and... - Instagram Reels Ads Strategy: Creative,
Instagram Reels advertising strategy — Reels-specific creative principles, performance benchmarks, how Reels ads differ from Feed, scaling successful... - Instagram Shopping Ads: Shop, Product Tags &
How Instagram Shopping Ads work — Instagram Shop setup, product tagging in posts, Shopping ad formats, checkout on Instagram, and catalogue integration. - Meta Lead Ads: Instant Forms, Setup & CRM
How Meta Lead Ads work — Instant Form types, field options, custom questions, privacy policy requirements, CRM integration via webhooks and native... - Meta Lookalike Audiences: Creation, Seeding &
How Meta Lookalike Audiences work — seed audience selection, percentage sizes, quality vs quantity trade-off, stacked lookalikes, and how Advantage... - Meta Ads Auction: How Facebook & Instagram Ads
How the Meta ads auction works — total value formula, ad quality, estimated action rates, bid strategies, relevance diagnostics, and why lowest bid... - Meta Ads Reporting: Columns, Breakdowns & Custom
How to use Meta Ads Manager reporting — setting up custom column views, breakdowns by age/placement/device, creating saved reports, and exporting data... - Meta Business Suite & Business Manager: Account
Meta Business Suite vs Business Manager — what each does, how to structure your Meta business accounts, user roles, ad account setup, and linking Pages... - Meta Pixel Implementation: Setup, Events & GTM
How to implement the Meta Pixel — base code installation, standard events, custom events, custom conversions, Google Tag Manager setup, and verifying... - iOS 14.5+ Privacy Changes: Impact on Meta
How Apple's App Tracking Transparency reshaped Meta advertising — signal loss, Aggregated Event Measurement, Conversions API, modelled data, and what... - Meta Stories & Reels Ads: Specs, Creative & Best
Facebook and Instagram Stories and Reels ad specifications — 9:16 dimensions, length limits, safe zones, creative principles for vertical full-screen formats.