Messenger Platform


Click to Messenger Ads

You can use click to Messenger ads to get more users for your bot. These ads are shown to users on Facebook News Feed and Instagram feed.

When a user clicks or taps on the ad in Facebook News Feed or Instagram Feed, a conversation with your bot will immediately open in the Messenger app.


  1. Creating an Ad
  2. User Experience
  3. Ad Attribution
  4. Ad Insights
  5. Retargeting

Creating an Ad

  1. To get started, go to Ads Creation.

  2. Select a "Traffic" or "Conversions" objective, then click Continue.

  3. Specify the audience and budget for your ad set.

  4. Select Carousel, Image, or Video as your format. (Slideshow format is only supported for Facebook).

  5. Select Messenger as Destination and configure what your ad should look like:

  6. To configure the user experience in Messenger when user clicks on the ad, you choose Set Up Messenger Content. This can be specified by entering JSON or by using the quick creation tool (as shown below). All Messenger Platform features including quick replies, postbacks and templates are supported in the Messenger content.

    Optional: To use referral parameters with your ad, under Advanced Options, specify the `ref` in the URL Parameters field:

  7. Click Place Order to finish creating your ad.

User Experience

When the user clicks or taps on the ad, the user will switch to a conversation in the Messenger app and receive the message you specified as your Messenger content.

To protect the user's privacy, this conversation is only visible to the advertiser/developer after user takes an action in the conversation (sending a message, tapping on quick reply, or tapping a CTA).

Ad Attribution

To make it easier for developers to identify which ad the user came from, the details of the last ad user was referred from are available in the user profile in "last_ad_referral" field

  "first_name": "Peter",
  "last_name": "Chang",
  "last_ad_referral": {
    "source": "ADS",
    "type": "OPEN_THREAD",
    "ad_id": "6045246247433"

If this is the first interaction with your bot, the referral will be included as part of first postback ("Get Started" or any other postback specified in Persistent Menu or in Structured Message). In existing user scenario, the referral is sent over messaging_referrals. Check links guide for more details.

The referral always follows this format:

   "source": "ADS",
   "type": "OPEN_THREAD",
   "ad_id": "6045246247433",
   "ref": "myparam" // Only included if specified in "URL Params" in the Ad as "ref=myparam"

Verify Ad Attribution

To verify Ad Attribution, select you Ad in Ads Manager and click on "Preview":

And then send yourself Preview Message:

This will send you the message on Messenger and also update the ad attribution.

Ads Insights

The performance of the ad is available in Ads Manager. In addition to standard ad metrics, the number of replies, blocks and new conversations which are attributed are available. You can select "Messenger Engagement" from the list of columns to see the Messaging metrics for your ad:

Note that the "New Conversation" metrics only includes two way conversation. When users clicks on the ad, they receive the "Structured Message" (if one is not defined, they'll receive a copy of the ad) in the conversation with your page/bot. Until the user takes an action, the conversation is visible only to the user (and not to the page) and is not counted as part of "New Conversations".


To retarget the users who have interacted with your bot/page before you can use Custom Audience. Custom Audiences can be created using:

  • Uploading the list of Page Scoped User IDs