Dynamic Ads for Mobile Web - Quick Start

Dynamic Ads for mobile web works exactly the same way as it does for websites on desktops. You should implement the same Facebook Pixel events as signals as you would for desktop browsers.

If you have a mobile website it is important to implement the Facebook Pixels to gather cross-device user intent to build product audiences and target them later.

  1. Setup Facebook Pixels
  2. Link from Ads to Mobile App versus Mobile Web
  3. Mobile Website Performance & Conversions
  4. Retarget Mobile Web Users on Desktop
  5. Tracking Specs

1. Setup Facebook Pixels

Reference Docs

To use Dynamic Ads on mobile websites, use the same Facebook Pixel events you would for desktop sites. This includes ViewContent, AddToCart, and Purchase. Set up Facebook Pixel to pass events exactly the same way that you would for the regular desktop websites.

To learn more on how to use Facebook Pixels for product audiences see Dynamic Audiences. Follow the same instructions for mobile websites.

2. Link from Ads to Mobile App versus Mobile Web

Since Dynamic Ads is for catalog sales you should make sure people go to a place on your website where they are likely to make a product purchase after they click an ad.

Conversion rates are higher on mobile apps compared to mobile websites. Therefore if you have both a mobile website and a mobile app, you should display your product in your mobile app if someone clicks your ad and has your app installed.

See Mobile Website Performance & Conversions on how mobile website performance can affect conversions.

There are different behaviors on mobile you can specify after someone clicks on a product ad. If someone has your app, you can open it and display the product you advertised. When someone doesn't have your app, you can open the app store. For more information, see:

Finally, for Dynamic Ads you need to provide deep link information in your product catalog and feed. See Dynamic Ads Product Catalog, Deep Linking.

3. Mobile Website Performance & Conversions

There are cases where you display your mobile website when someone clicks on your ad. People may not have your mobile app installed and you prefer to show them the product immediately rather than the app store. If so you need to make sure your mobile website is fast and easy to use on mobile.

People generally cancel loading a site and go back to where they came from when your mobile site loads slowly. This can impact your conversion rates. Optimize your mobile website for speed, navigation and ease of use including the checkout and purchase process.

4. Retarget Mobile Web Users on Desktop

You can retarget mobile web users who left your desktop website at different stages for better conversions.

First, create a custom audience of people who viewed or added a product to a cart on your mobile website but did not purchase it.

Then, create an adset with target as this custom audience and set placement to desktop News Feed and the right column.

5. Tracking Specs

To measure conversion events from your desktop or mobile websites and mobile apps, make sure any Dynamic Ads ads have the correct tracking specs set for tracking both events.

Event Tracking Spec

offsite_conversion

{ 'action.type': 'offsite_conversion', 'fb_pixel': FB_PIXEL_ID }

app_custom_event

{'action.type':'app_custom_event','application':APP_ID}

mobile_app_install

{'action.type':'mobile_app_install','application':APP_ID}

Afterwards, Facebook Pixel and App Events track any events that occur as the result of a Dynamic Ads ad. This is regardless of whether some views the website on desktop or mobile, view your mobile app.

Set these tracking specs when you create an ad:

curl \
-F "tracking_spec=[{'action.type':['app_custom_event'],'application': ['<APP_ID>']},{'action.type': ['offsite_conversion'], 'offsite_pixel': ['<FB_PIXEL_ID>']}, {'action.type': ['mobile_app_install'], 'application': ['<APP_ID>']}" \ 
-F "access_token=<ACCESS_TOKEN>" \
"https://graph.facebook.com/<AD_GROUP_ID>"