Cross-channel conversion optimization enables you to optimize conversions for both website and app within a single campaign. Selecting a website and app as the places you want conversions to happen captures more data, which may help lower cost per action (CPA) and can lead to an increase in conversions.

There are no changes at the Campaign level. The changes are at the Ad Set level and Ad level.

Ad Set

At the Ad Set level, you need to specify the app information in promoted_object. To do that, please use omnichannel_object, and put it under promoted_object.

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.

You can now also create Shop Ads with Advantage+ Shopping Campaigns by setting the destination_type as SHOP_AUTOMATIC on the ad set level and specifying your commerce account ID (commerce_merchant_settings_id) in the omnichannel_object under promoted_object.

Field	Description
`app` list<AppPromotedObject>	App-promoted objects associated with this omnichannel object. `application_id` string Application ID being promoted. `object_store_urls` List<string> List of object store URLs associated with `application_id` (Play Store and/or iTunes). `custom_event_type` — Advantage+ shopping ad set supports the following events: `PURCHASE`, `ADD_TO_CART`, `INITIATED_CHECKOUT`, `ADD_PAYMENT_INFO`, `ADD_TO_WISHLIST`, `CONTENT_VIEW`, `COMPLETE_REGISTRATION`, `START_TRIAL`, `SUBSCRIBE`, `SEARCH`. For app-promoted object validation: All `object_store_urls` must be associated with that application with corresponding `application_id`. You can configure this on developers.facebook.com under your application settings. `custom_event_type` — Advantage+ shopping ad set supports the following events: `PURCHASE`, `ADD_TO_CART`, `INITIATED_CHECKOUT`, `ADD_PAYMENT_INFO`, `ADD_TO_WISHLIST`, `CONTENT_VIEW`, `COMPLETE_REGISTRATION`, `START_TRIAL`, `SUBSCRIBE`, `SEARCH`.
`pixel` list<PixelPromotedObject>	Pixel-promoted objects associated with this omnichannel object. `pixel_id` string Pixel ID being promoted. `custom_event_type` — Advantage+ shopping ad set supports the following events: `PURCHASE`, `ADD_TO_CART`, `INITIATED_CHECKOUT`, `ADD_PAYMENT_INFO`, `ADD_TO_WISHLIST`, `CONTENT_VIEW`, `COMPLETE_REGISTRATION`, `START_TRIAL`, `SUBSCRIBE`, `SEARCH`.
`onsite` list	Required for Shops Ads. `commerce_merchant_settings_id` String Commerce account ID

Example

{
     daily_budget: 20000,
     promoted_object: {
         omnichannel_object: {
             app: [
                 {
                     application_id: <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: <pixel_id>,
                     custom_event_type: PURCHASE
                 },
             ],
         }
     }
}

At the Ad level, you can specify the primary destination and secondary destination that advertisers want users to land on when users click their ad. For example, you may want primary destination as apps, and if apps are not installed on users’ phones, then secondary destination can be website or app store. This destination setting is specified using applink_treatment. Advantage+ catalog ads already use these fields..

applink_treatment has the following values with the description below:

Name	Description
`web_only`	Always send the user to the given web URL.
`deeplink_with_web_fallback`	If the app is installed on the user’s phone and we have corresponding deep link information, send the user to the app. If one of these conditions is not met, send them to the website.
`deeplink_with_appstore_fallback`	Default when app links are present for the product. If the app is installed on the user’s phone and we have corresponding deep link information, send the user to the app. If the app is not installed, send them to the app store for the app.

Advantage+ shopping campaign does not support automatic mode.

There are also opportunities to specify deep links in the apps or website destinations. Learn more about product deep links.

The way to specify deep links is a little different for catalog ads and non-catalog ads format.

Catalog Ads

For catalog ads, the same applink_treatment setting can be used. But to specify deep links, template_url_spec is used instead of omnichannel_link_spec. In this field, you may use dynamic fields such as product URL or ID.

template_url_spec follows this specification.

Example

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

Non-Catalog Ads

For manual upload ads, we’ve introduced a new field, omnichannel_link_spec, in Creative. It includes the following fields.

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

Platform Specifications

Field	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` 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` 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` 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` string Deep link to open the app. Learn more about product deep links.

Example

{
  “creative”:
{
  "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": <page_id>,
    "link_data": {
      "call_to_action": {
        "type": "LEARN_MORE",
      },
      "link": web_url,
      "message": "Purchase now!",
      "name": "Sample creative"
    }
  },
  "object_type": "SHARE"
}
}

Field	Description
`creative` Creative spec	Required for creation. The ID or creative spec of the ad creative to be used by this ad. Learn more about ad creatives. `{"creative_id": <creative_id>}` or creative spec as in the above example.
`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

{
     "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>]
        }
    ]
}

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