Ad Set, Destination Type

Type of destination an ad links to; in other words, where someone goes when they click on an ad or call-to-action in an ad. Provides a single destination type for all ads in an ad set. Ads in this ad set only contain different types of ad creative and do not provide unique destination types. Possible destination types and usage include:

Destination TypeRequirements

UNDEFINED

No defined destination type. Returned only in read mode if you create an ad set prior to v2.11 or if you have objectives that do not appear in the table of objectives below.

WEBSITE

All Ads in ad set must have ad creative with at least one valid, external URL.

APP

Ads in this ad set must provide an app ID in promoted object. Destination is either the app installed on someone's phone or in the app store if not installed.

MESSENGER

All ads in this ad set must have ad creative with Messenger as a destination.

APPLINKS_AUTOMATIC

Used with Dynamic Ads. An ad set's promoted object must have a product_set_id. Facebook determines the destination which displays based on the applink specified in the ad's creative.

You should set a destination type for an ad set which is consistent with your chosen objective and optimization goal. As of Marketing API v2.14 we will validate for this setting. If you are using v2.10 or earlier, the objectives are optional:

ObjectiveAvailable Destination Types

LINK_CLICKS

WEBSITE, APP, MESSENGER, APPLINKS_AUTOMATIC

APP_INSTALLS

APP

CONVERSIONS

WEBSITE, APP, MESSENGER, APPLINKS_AUTOMATIC

PRODUCT_CATALOG_SALES

APPLINKS_AUTOMATIC

All Other Objectives

Defaults to UNDEFINED.