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Messenger ads are ads that appear on the home tab in Messenger. When people tap an ad that appears in their Messenger home tab, they're sent to the destination chosen during the ads creation. This destination can be your website, an app, or a Messenger conversation.

Messenger ads are available for the Traffic, Conversions, App Install, Reach, Messages, and Brand Awareness objectives.

Set Up Messenger Ads

The easiest way to take advantage of the Messenger placement is by using automatic placements. Automatic placements are designed to deliver ad impressions to the placement most likely to drive campaign results at the lowest possible cost. If you choose to edit placements, you can include Messenger, as long as Facebook Feed is also selected. Note: Messenger is not currently available as a standalone placement.

Learn more about setting up Messenger ads.

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Example - Messenger Ad


Use the Marketing API

You can also set up Messenger ads through the Marketing API through the targeting field in an Ad Set.

  • To use automatic placements, set the targeting to be its default (for example, you don't need to set the device_platforms, publisher_platforms, or facebook_positions and messenger_positions fields).
  • To use custom placements, simply include messenger_home in messenger_positions.

Note: If you select messenger_home, you must also select facebook in publisher_platforms and feed in facebook_positions. messenger_home is only available for single image and carousel formats in LINK_CLICKS, CONVERSIONS, REACH and APP_INSTALLS objectives for ads driving traffic to websites, apps and Messenger.

Example - Specify Messenger as a placement for your ad during Ad Set creation

curl \
  -F 'name=My AdSet' \
  -F 'optimization_goal=REACH' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'bid_amount=2' \
  -F 'daily_budget=1000' \
  -F 'campaign_id=CAMPAIGN_ID' \
  -F 'targeting={"geo_locations":{"countries":["US"]},"publisher_platforms":["facebook"], "facebook_positions":["feed"], "messenger_positions":["messenger_home"]}' \
  -F 'status=ACTIVE' \
  -F 'access_token=ACCESS_TOKEN' \
  https://graph.facebook.com/VERSION/act_AD_ACCOUNT_ID/adsets

For more information, see Ad Set, Reference and Placements, Reference.