Cross-Channel Conversion Optimization

Updated: Jun 28, 2026

Copy for LLM

Cross-channel conversion optimization (CCCO) enables you to optimize conversions for both website and app within a single campaign. Capturing conversions from both website and app provides more data, which may lower cost per action (CPA) and increase conversions.

Here are the key benefits for advertisers:

Simplicity — Instead of managing multiple campaigns, optimize for website and app within a single campaign

More conversions — With more data captured, the chances of showing ads to people who’ll convert increases

Cost-efficiency — Reach the most people at a lower cost

Get started

Cross-channel conversion optimization enhances conversions from both your website and app (iOS+ Android) in a single campaign. If an impression leads to a website conversion or an in-app conversion, or both, the product counts all the conversions as optimized events.

Restrictions

Objective

Cross-channel conversion optimization only supports the CONVERSIONS objective.

Events

Cross-channel conversion optimization supports the following events:

PURCHASE

COMPLETE_REGISTRATION

ADD_PAYMENT_INFO

ADD_TO_CART

INITIATED_CHECKOUT

SEARCH

CONTENT_VIEW

LEAD

ADD_TO_WISHLIST

SUBSCRIBE 1

START_TRIAL 1

Bid strategy

With or without campaign budget optimization (CBO), cross-channel conversion optimization only supports these bid strategies:

LOWEST_COST_WITHOUT_CAP

LOWEST_COST_WITH_BID_CAP

Placements

Cross-channel conversion optimization is available for all Instagram and Facebook placements, including Automatic Placements. Exceptions: Audience Network, Messenger, Facebook Instant Article, and Placement Asset Customization.

SUBSCRIBE and START_TRIAL support are currently being considered.

Ad Set

Set the optimization goal to OFFSITE_CONVERSIONS to optimize ad delivery for offsite conversions, if you configure your pixel to send offsite conversions.

To use cross-channel conversion optimization, set the following fields to their respective values:

Optimization goal > Set to OFFSITE_CONVERSIONS.

Bid strategy > See Bid strategy.

Billing event > Set to IMPRESSIONS.

Omnichannel object

The omnichannel_object field is available in the Ad Set.

For omnichannel object validation:

All custom_event_type fields in the app and pixel must be of the same event.

Both app SDK and pixel are required.

Current ad accounts must have access to all app- and pixel-promoted objects.

Field	Type	Description
`app`	`list<AppPromotedObject>`	App-promoted objects associated with this omnichannel object. `application_id` — Type: string. Application ID being promoted. `object_store_urls`—Type: `list<string>`. List of object store URLs associated with `application_id` (Play Store and/or iTunes). `custom_event_type`—Type: Event enum. Event that will be optimized. For app-promoted object validation: All `object_store_urls` must be associated with that application. You can configure this on developers.facebook.com under your application settings. `custom_event_type` must be one of those supported events.
`pixel`	`list<PixelPromotedObject>`	Pixel-promoted objects associated with this omnichannel object. `pixel_id` — Type: string. Pixel ID being promoted. `pixel_rule`—Type: JSON. Optional. Pixel custom conversion rule. `custom_event_type`—Type: Event enum. Event that will be optimized. For app-promoted object validation, `custom_event_type` must be one of those supported events.

Example: Ad set with omnichannel object

{
     daily_budget: 20000,
     optimization_goal: CONVERSIONS,
     promoted_object: {
         omnichannel_object: {
             app: [
                 {
                     application_id: ,
                     custom_event_type: PURCHASE,
                     object_store_urls: [
                         "https://play.google.com/store/apps/details?id=com.facebook.ka"
                         "https://apps.apple.com/us/app/facebook/id284882215",
                     ],
                 },
             ],
             pixel: [
                 {
                     pixel_id,
                     custom_event_type: PURCHASE
                 },
             ],
         }
     }
}

You can select the desired destination where advertisers want users to land when they click their ad — from a desktop or app. Advertisers are required to insert the corresponding links — website, iOS app deep link, or Android app deep link given the chosen destination option. Learn more about product deep links.

Field	Type	Description
`creative`	Creative spec	Required for create. The ID or creative spec of the ad creative is to be used by this ad. Learn more about ad creatives. `{"creative_id": }` or creative spec as follows: `{ "creative": { "name": "", "applink_treatment": "" "object_story_spec": , "omnichannel_link_spec": } }`
`tracking_specs`	List of tracking spec	Required tracking spec for conversion tracking. For ad validation, see the required specs below and respective example.

For ad validation:

The tracking spec’s (tracking_specs)pixel_id and application_id must be consistent with those in promoted_object.

tracking_specs must include these specs:

Tracking Spec Code Sample

Tracking Spec	Code Sample
Pixel	`{ "action.type": ["offsite_conversion"], "fb_pixel": [pixel_id] }`
App install	`{ "action.type": ["mobile_app_install"], "application": [application_id] }`
App event	`{ "action.type": ["app_custom_event"], "application": [application_id] }`

Pixel

{
       "action.type": ["offsite_conversion"],
       "fb_pixel": [pixel_id]
}

App install

{
       "action.type": ["mobile_app_install"],
       "application": [application_id]
}

App event

{
       "action.type": ["app_custom_event"],
       "application": [application_id]
}

Example: Ad object

{
     "name": "sample ad"
     "adset_id": "6170648652866",
     "creative": {
         "creative_id": creative_id,
    }
    "status": "PAUSED",
    "tracking_specs": [
        {
            "action.type": ["offsite_conversion"],
            "fb_pixel": [pixel_id]
        }
        {
            "action.type": ["mobile_app_install"],
            "application": [application_id]
        }
        {
            "action.type": ["app_custom_event"],
            "application": [application_id]
        }
    ]
}

Creative

Advantage+ catalog ads

For Advantage+ catalog ads, template_url_spec can be used to specify deep links in the creative. In this field, you may use dynamic fields such as product URL or ID.

template_url_spec follows this specification.

Example: Template URL spec

{
   "creative":{
      "applink_treatment":"deeplink_with_web_fallback",
      "template_url_spec":{
         "android":{
            "url":"example://product/{{product.retailer_id | urlencode}}"
         },
         "config":{
            "app_id":"<APPLICATION_ID>"
         },
         "ios":{
            "url":"example://product/{{product.name | urlencode}}"
         },
         "web":{
            "url":"https://www.example.com/deeplink/{{product.name | urlencode}}"
         }
      }
   },
}

Manual upload ads

For manual upload ads, omnichannel_link_spec is used instead of template_url_spec. It includes the following fields:

Field	Type	Description
`web`	Web configuration	Pixel-promoted objects associated with this omnichannel object. `url`—Type: string. Website that the user lands on via the browser. For web validation, `url` must be the same as the link provided in `link_data`.
`app`	App destination configuration	App-promoted objects associated with this omnichannel object. `application_id`—Type: string. Website that the user lands on via the browser. For web validation, `application_id` must be consistent as the `application_id` in `omnichannel_object` within `promoted_object`. `platform_specs`—Type: JSON. Landing destination configuration per the platform.

Platform specifications

Field	Type	Description
`android`	JSON	Landing configuration for Android app. For web validation, `ios`, `ipad`, `iphone` are mutually exclusive. There can only be one of those keys that exist in the `platform_specs`. `url`—Type: string. Deep link to open the app. Learn more about product deep links.
`ios`	JSON	Landing configuration for iOS app. For web validation, `ios`, `ipad`, `iphone` are mutually exclusive. There can only be one of those keys that exist in the `platform_specs`. `url`—Type: string. Deep link to open the app. Learn more about product deep links.
`ipad`	JSON	Landing configuration for iPad-only app. For web validation, `ios`, `ipad`, `iphone` are mutually exclusive. There can only be one of those keys that exist in the `platform_specs`. `url`—Type: string. Deep link to open the app. Learn more about product deep links.
`iphone`	JSON	Landing configuration for iPhone-only app. For web validation, `ios`, `ipad`, `iphone` are mutually exclusive. There can only be one of those keys that exist in the `platform_specs`. `url`—Type: string. Deep link to open the app. Learn more about product deep links.

Example: Omnichannel link spec

{
  "applink_treatment": "deeplink_with_web_fallback",
  "omnichannel_link_spec": {
      "web": {
        "url": web_url
      },
      "app": {
        "application_id": application_id,
        "platform_specs": {
          "android": {
            "url": android_deeplink
          },
          "ios": {
            "url": ios_deeplink
          }
        }
      }
   },
  "object_story_spec": {
    "instagram_user_id": "<IG_USER_ID>",
    "page_id": "",
    "link_data": {
      "call_to_action": {
        "type": "LEARN_MORE",
      },
      "link": web_url,
      "message": "Purchase now!",
      "name": "Sample creative"
    }
  },
  "object_type": "SHARE"
}