Collaborative Ads

This is a solution built on top of Dynamic Ads. It enables brand advertisers to safely collaborate with a merchant and achieve advertising goals such as target product for sales using merchant-provided content.

Merchant should share a catalog segment with the brand advertiser with all their products. This segment is a portion of their catalog or a superset of product sets. The brand advertiser can then accept this catalog segment and start running Dynamic Ads using this catalog segment. Brand advertisers cannot edit the catalog segment but they can create their own product sets from it.

An advertiser essentially runs a Dynamic Ads campaign for catalog sales with a product catalog. Therefore they can use standard Facebook ads reports which now include metrics related to the catalog segment.

In addition, you can use product-level reporting and merchant-level reporting to show only the brands purchases to the brand advertiser.

High-Level Steps

  • Merchant - Sets up a catalog segment and share it with the Brand Advertiser. Currently only supported in Catalog Manager, not the API.
  • Brand Advertiser - Accepts the catalog segment. Currently only supported in Business Manager, Product Catalogs.
  • Brand Advertiser - Create and deliver ads for your products, as you normally would with Dynamic Ads, Ads Management
  • Brand Advertiser Get delivery information to see how people on Facebook are engaging in you ads. See Ads Insights.
  • Brand Advertiser - Use debugging tools to diagnose and resolve problems, see Dynamic Ads, Debugging Tools

Setup Catalog Segment

The Merchant, or retailer of a brand, should first set up a catalog segment based on their product catalog. Currently you can only do this in Catalog Manager, not the API:

  • Go to Catalog Manager | All Catalogs
  • Click Create a Catalog Segment. A panel appears where you can make your selections.
  • Select a catalog.
  • Provide any filters.
  • Name your new segment.
  • Click Create a Catalog Segment.

We recommend you create a catalog segment which represents all products belonging to a particular producer or Brand Advertiser. For example, if you have razors, women's bath products, and deodorants under different brands from a single manufacturer, you should add them to one segment.

Share Segment

A Merchant should now share the segment with the Brand Advertiser. This is currently only supported in Business Manager, not the API.

After the Brand Advertiser accepts your sharing, you are able to see the advertiser under People and Partners.

Accept Segment

At this point, a Brand Advertiser can accept the catalog segment and then create ads for the products in the segment. To do this you can currently only do this in Business Manager, Product Catalogs, not the API:

Create Dynamic Ads

A Brand Advertiser can create and deliver Dynamic Ads, Ads Management for the catalog segment. You should use a separate ad account for each merchant you want to run ads for. You cannot run ads for multiple catalog segments from multiple merchants from one ad account. Also note that Merchants cannot run ads from a catalog segment they created. Only a Brand Advertiser who has access to that catalog segment can run ads.

To create and run ads you do as you normally do for your own product catalog, however you should provide catalog_segment_ID instead of a catalog ID:

curl \
  -F 'name=Product Catalog Sales Campaign' \
  -F 'objective=PRODUCT_CATALOG_SALES' \
  -F 'promoted_object={"product_catalog_id":"<CATALOG_SEGMENT_ID>"}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/campaigns

On success, you get a new ad campaign ID:

{
"id": "<CAMPAIGN_ID>"
}

There are four fields which you can normally set with Dynamic Ads which you cannot with a catalog segment:

  • multi_share_end_card is set to false by default and you cannot change
  • You cannot change description in template_data
  • template_url_spec which you can use for deeplink URLs must point to merchant's website
  • Custom tracking specs are disabled

Debug Dynamic Ads

Brand Advertisers should now troubleshoot and debug any issues running their Dynamic Ads for the catalog segment.

See Dynamic Ads Debugging Tools.

Delivery Metrics

Once the ads are running, Brand Advertisers can get metrics on how ads are performing. We have several new insights metrics at different ad object levels. See catalog_segment_value and related metrics for:

catalog_segment_value aggregates the conversion events, including purchases, add-to-carts and view products for the catalog segment at each ad object level. It aggregates events across website, mobile and omni-channel sources. Learn more about Estimated and In-Development Insights Metrics.