Property Name	Description
`images` type: array of list	Required for `SINGLE_IMAGE` and `CAROUSEL_IMAGE` format. Array of eligible images. Images provided in this array should be included in the ad account’s image library. Provide this field as an array of list containing `{"url": "{IMAGE_URL}", "hash": "{IMAGE_HASH}", "url_tags": "{TAG}"}`. Either `url` or `hash` is required.
`videos` type: array of list	Required for `SINGLE_VIDEO` format. Array of `video_id`s. The `video_id`s provided in this array should belong to the ad account. Provide this field as an array of list containing `{"video_id": "{VIDEO_ID}", "thumbnail_url": "{THUMBNAIL_URL}", "url_tags": "{TAG}"}`
`carousels` type: array of list	Optional. An array of `child_attachments` along with the `multi_share_end_card` and `multi_share_optimized` Booleans, and `adlabels`. The `child_attachments` provided in this array should belong to the ad account. Provide the `child_attachments` as an array of list containing `{"image_label": {"name": "{IMAGE_LABEL}"}, "video_label": {"name": "{VIDEO_LABEL}"}, "title_label": {"name": "{TITLE_LABEL}"}, "description_label": {"name": "{DESC_LABEL}", "link_url_label": {"name": "{LINK_URL}"}}`. Note: Either `image_label` or `video_label` is required. See Field Specifications for more information.
`bodies` type: array of list	Optional. Array of bodies. The primary message or copy of the ad. Provide this field as an array of list of `{"text": "{BODY_TEXT}", "url_tags": "{TAG}"}`.
`call_to_action_types` type: array of list	Required for all objectives, except `OUTCOME_AWARENESS`. Array of call-to-action-type values. Provide this field as an array of list of `{"{CALL_TO_ACTION}"}`. You can provide multiple values, up to five.
`titles` type: array of list	Optional. Array of titles. A title is a short headline in the ad, generally shown next to a link, image or video. Provide this field as an array of list of `{"text": "{TITLE}", "url_tags": "{TAG}"}`.
`descriptions` type: array of list	Optional. Array of secondary description text, displayed less prominently than bodies or titles. Generally appears next to a link, image or video. If not specified, Facebook scrapes the link you provided to generate it. Use an empty string with single space for blank description, if you do not want to use the scraped text. Provide this field as an array of list of `{"text": "{DESCRIPTION}", "url_tags": "{TAG}"}`.
`link_urls` type: array of list	Required. Array of link URLs. Provide this field as an array of list of `{"website_url": "{URL}"}`.
`ad_formats` type: array of strings	Required. Array of Facebook ad formats we should create the ads in. Supported formats are: `SINGLE_IMAGE`, `CAROUSEL`, `SINGLE_VIDEO`, `AUTOMATIC_FORMAT`. Provide this field as an array of strings `["{AD_FORMAT}"]`.
`optimization_type` type: string	Optional. Optimization type used in asset feed. Possible values are `ASSET_CUSTOMIZATION`, `LANGUAGE`, `PLACEMENT`, and `REGULAR`.
`message_extensions` type: array of list	Optional. Sets the message extension type for website ads. This must be passed in as an inline creative in the `POST /ads` call. Values: `whatsapp`, `messenger`, `instagram_message`
`onsite_destinations` type: array of list	Required for Shops Ads. Valid for Static Ads; `SINGLE_IMAGE`, `SINGLE_VIDEO` or `CAROUSEL` format. Provide this field as an array of list containing one of the following values to specify the landing destination for your onsite shop. `{"storefront_shop_id": "<SHOP_STOREFRONT_ID>"} or {"shop_collection_product_set_id": "<PRODUCT_SET_ID>" or {"details_page_product_id": "<PRODUCT_ID>"}`
`shops_bundle` type: boolean	Required for Shops Ads. Valid for Advantage+ Catalog Ads. Provide this field for shop optimization. Includes both `reasons_to_shop` and `automated_product_tags` shop optimization types. Possible values: `true`, `false`
`reasons_to_shop` type: boolean	Required for Shops Ads. Valid for Advantage+ Catalog Ads. Provide this field for shop optimization. Automatically highlights product information from your shop, like “Free shipping”, “Trending” or “Low stock”. Possible values: `true`, `false`

Asset Feed Spec Restrictions

Ad Formats

Supported ad_formats: SINGLE_IMAGE, CAROUSEL, SINGLE_VIDEO, and AUTOMATIC_FORMAT.

Only one ad_format is allowed per asset feed.

ad_format counts as one asset in an asset feed.

Number of Assets:

Maximum of 30 total assets. For example, you have 28 assets with 10 images, 5 bodies, 5 titles, 5 description, 1 ad_format, 1 link_url, and 1 call_to_action_types.

Total number of images: <= 10.

Total number of videos: <= 10. If you use Instagram as your placement, only square videos or landscape videos allowed.

Total number of bodies: <= 5.

Total number of call-to-actions: <= 5.

Total number of titles: <= 5.

Total number of links: <= 5.

Total number of descriptions: <= 5.

Image requirements:

Recommended image specs: 1.9:1.

Recommended image size⁠: 1,200 x 628 pixels.

For CAROUSEL_IMAGE format, you must provide at least 2 images.

If you use Instagram as your placement, use square images for better performance.

Text requirements:

Title and description text: maximum length of 255 characters.

Body text: maximum length of 1024 characters.

If you do not specify any description, we scrape the link you provided to retrieve a description.

For CAROUSEL_IMAGE, titles are optional.

url_tags are optional and only available for images, videos, bodies, descriptions, and titles. Facebook appends url_tags to the link URL as parameters for each asset in an ad.

For example, a valid asset feed combination setup for SINGLE_IMAGE format is:

5 images

3 bodies

3 titles

3 descriptions

1 format: SINGLE_IMAGE

2 link_urls

"link_urls=[{'website_url':'<WEBSITE_URL>'}, {'website_url':'<WEBSITE_URL>'}]"

Use Deep Links

You can use deeplinks in asset feed specs for campaigns with the following objectives:

APP_INSTALLS

CONVERSIONS

LINK_CLICKS

Add deeplink_url in link_urls when you create your asset_feed_spec.

curl \
  -F 'object_story_spec={
    "page_id": "<PAGE_ID>"
    "instagram_user_id" : "<IG_USER_ID>",
  }' \
  -F "asset_feed_spec={
    'images': [{'hash':'<IMAGE_HASH>'}],
    'bodies': [{'text':'<BODY_1>'}, {'text':'<BODY_2>'}],
    'titles': [{'text':'<TITLE_1>'}, {'text':'<TITLE_2>'}],
    'descriptions': [{'text':'<DESCRIPTION>'}],
    'ad_formats': ['SINGLE_IMAGE'],
    'link_urls': [{'website_url':'<APP_OBJECT_STORE_URL>','deeplink_url':'<DEEPLINK_URL>'}]}" \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreatives

Website ads that click to message

You can use the message_extensions property to create ads that can guide potential customers from your website to a direct WhatsApp, Messenger, or Instagram conversation with your business. When customers click on the ad from a mobile device, your website opens in an in-app browser for Facebook and Instagram. At the bottom of the page, customers see a footer with a button to redirect to your specified messaging destination and can click on it to have a conversation with you about your products or services.

Note: This only works for ads that were created with an ad set destination_type: WEBSITE or UNDEFINED.

Add the message_extensions parameter and pass it inline via the ad creative object. For example, to create a website to WhatsApp ad:

curl -X POST \
  -F 'access_token=<ACCESS_TOKEN>' \
  -F 'name=<AD_NAME>' \
  -F 'adset_id=<ADSET_ID>' \
  -F 'creative={"object_story_spec":{"page_id":"<PAGE_ID>","link_data":{"image_hash":"<IMAGE_HASH>","link":"<BUSINESS_URL>","message":"Visit our website!","call_to_action":{"type":"LEARN_MORE","value":{"link":"<BUSINESS_URL>"}}}},"asset_feed_spec":{"message_extensions":[{"type":"whatsapp"}]}}' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/ads

To create a website to Messenger ad, update message_extensions to [{"type":"messenger"}].

To create a website to Instagram Direct ad, update message_extensions to [{"type":"instagram_message"}].

On success, your app receives a JSON response with the ID of your newly created ad.

{
  "id": "<AD_ID>"
}

To verify that you have successfully created a website ad that clicks to message, make a GET request to /<AD_ID>:

curl -G "https://graph.facebook.com/v25.0/<AD_ID>" \
  -d "access_token=<ACCESS_TOKEN>" \
  -d "fields=name,status,creative{asset_feed_spec},adset{destination_type}"

The response should contain creative.asset_feed_spec.message_extensions: [{"type": "whatsapp"}] and adset.destination_type: "WEBSITE" or "UNDEFINED".

For a complete step-by-step guide including campaign and ad set creation, supported objectives by channel, and how to identify website ads that click to message, see Website ads that click to message.

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