You are on page 1of 20

Dynamic Product Ads Implementation Guide

Reach your customers with highly relevant products, on all devices

Table of Contents
Introduction to dynamic product ads ..................................................................................................................................... 2
Dynamic product requirements ................................................................................................................................................. 2
Creating a product catalog ........................................................................................................................................................... 3
Setting up the Custom Audiences pixel and/or SDK for dynamic product ads ....................................................

11

Creating your dynamic ad template ........................................................................................................................................

17

1

Introduction to dynamic product ads
Facebook’s dynamic product ads enable you to automatically promote relevant products from your entire
catalog with unique creative, showcasing one or more products, across any device.
Benefits of dynamic product ads on Facebook

Scale: Promote all of your products with unique creative without having to configure each individual
ad.

Always-on: Set up your campaigns once and continually reach people with the right product at the
right time.

Cross-device: Reach people with ads on any device they use, regardless of their touchpoint for your
business.

Highly relevant: Show people ads for products they are interested in, in order to increase their
likelihood to purchase.

Dynamic product requirements
In order to start, you will need to have the following:

You need to have a Facebook Page.

You need to have a Business Manager1 account for your business. Admin access will be required for
anyone planning to add/update a product catalog.

You need to create an ad account or be assigned to an active ad account.

You must have a product catalog hosted online. In many cases, you can use the existing feed you
already send to other online shopping portals.

You must have downloaded the Pixel Helper Chrome Extension.2

1.
2.

Link: https://www.facebook.com/help/1428785834029669
Link: https://chrome.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en

2

. Made from 100%. category. name. If you’re already advertising your product catalog on other platforms. To upload a product catalog: • Your business must be listed in Business Manager..com... product URL... Stereo System 730202 Fashionistas. www. Each line of the product catalog contains a description of each product.jaspers. sometimes called a product feed.jaspers. image URL and other product attributes... or be an employee of an agency which is assigned to this business.. including an ID. • You must be assigned as an employee of your business. Blankets 84902 Untz-Untz www.... www.. see the developer documentation referenced below...com. you can leverage the same catalog. availability. and upload directly to Facebook or through a third-party feed provider such as ChannelAdvisor or Mercent.jaspers. Get the best soun. Purses 3 .Creating a product catalog About product catalogs A product catalog is a file that contains a list of all the products you want to advertise..com. Thousands of thro. product_id Title Link Description product_category 13028 Rugs for every.jaspers.. Area Rugs 4820217 Keep Warm www. For a complete detailed example of a product catalog.com.... Imported from Tu.

No plan to restock. JAN. 4 description string A short paragraph describing the item.The Global Trade Item Number (GTIN) can include UPC. mpn.Ships in 1-2 weeks.The name of the brand. Maintain aspect ratio 1. string gtin . out of stock .Required product catalog fields To use a product catalog. Images will be displayed at 1200x630px. If there are multiple instances of the same ID. e. 4 . Note: Either gtin. preorder . This is the image used in the feed. available for order .The number which uniquely identifies the product to its manufacturer. Accepted values are: in stock . refurbished. It is important to note that all column names (file headers) must be in English. brand . or used. Accepted values are new. mpn. Name Type Description id string A unique identifier for this item (which can be a variant for a product). 9 gtin. 5 image_link string Link to an image of the item. or brand are required.91:1. 3 condition string The condition of the product. mpn . all of those entries will be ignored. 2 availability string Whether or not the item is in stock. 6 link string Link to the merchant’s site where you can buy the item. please make certain that your feed includes the required fields listed below. 1 Max size: 100 Max size: 5000 Max size: 100 or brand Max size: 70 EAN. and ISBN. 8 price string The cost of the item and currency. 7 title string The title of the item. This maps to retailer_id after the product has been imported.Item will ship immediately.99 USD.Will be available in future.g. 9.

facebook. read the detailed product catalog documentation linked below. • Make sure the image URLs in your catalog link to high quality images appropriate for Facebook News Feed. we recommend image sizes of at least 600x600.Common issues • In the currency column. 5 . For example. See the complete image guide here: https://www. • In your ‘Business Settings’. • Admin access will be required for anyone planning to add/update a product catalog. To learn about how to deep link into your app. Alternate image sizes will be accepted but may be cropped.com/docs/marketing-api/dynamic-product-ads/product-catalog Uploading product feed(s) To upload a product catalog to Facebook Business Manager: • On business. find your ‘Business Settings’.com. please visit: https://developers. select ‘Product Catalogs’ from the menu and click ‘Add New Product Catalog’.facebook. Detailed product catalog documentation For more detailed documentation on product catalog requirements.facebook. if you plan to advertise using the carousel format.com/business/ads-guide/clicks-to-website/links • The product catalog also supports deep linking into apps. using symbols such as “$” will result in an error. Editing the currency to “USD” or “EUR” helps eliminate the errors.

• Select ‘Create a new catalog’ or ‘Request access to existing catalog’. follow the instructions delivered. If you are requesting access for an existing catalog. • Start to create your new catalog by assigning it a name. 6 .

com/docs/marketing-api/dynamic-product-ads/product-catalog 7 . bar. Two options will appear: 1. • For more details on product feeds you can visit: https://developers. comma or tilde deliminated. Upload File Manually • When you are finished. • Product feeds can be tab.• Select your new product catalog and choose ‘Add Product Feed’. select ‘Schedule Upload’. Auto-Upload With URL 2.facebook.

• You may receive several warnings or errors the first time you upload your catalog. for catalogs that use quotes (”) in their description column. you can see when the feed was last updated. • If you already have a product catalog and need to make an update. removed or updated. • In the product catalogs page. and how many errors occurred by clicking ‘View Upload Status’. This ensures you never run ads for out of stock products and automatically add new products as your catalog changes. weekly or monthly upload frequencies in order to automatically keep your product catalog up-to-date. Viewing your product catalog • Depending on the size of your file. For example. you can either connect to the API directly or work with a Facebook Marketing Partners to enable more frequent updates. • In some cases you may have to make changes to the encoding and delimiter settings. you may need to check the quoted fields check box. select the feed you want to update. • In order to represent your inventory accurately.Recommendations • We recommend you enter a feed URL and schedule either daily. Errors indicate a feed was not processed and you need to fix your feed before proceeding. how many products were added. Warnings are recommendations for things to fix to improve the quality of your ads. and click ‘Upload Feed’ from the ‘Feed Settings’ tab. 8 . your catalog may take several minutes to one hour to upload. When it successfully uploads. Work with your feed management provider to understand the settings necessary for your catalog. If you need more frequent updates. it will appear in your Business Manager under the product catalogs page. Most advertisers have found a daily update to be sufficient. find your existing product catalog in the Business Manager. you should update your feed as often as your product inventory changes.

material. Consider using product groups when you want: 1. 9 . Associating your pixel or app tells Facebook which pixel or app will be matching to which product catalog. Select the pixel or app that you would like to map to this catalog. Product IDs represent individual items. or pattern. Customers to find additional colors. Custom Audience pixel.). Product groups are used to distinguish products that are identical but have minor variations such as color. For example. Product sets A product set is a set of products in a product catalog that you advertise in a dynamic ad. • You must supply a unique image for items that differ by color. or patterns of a particular product. Product sets are defined by filters in a product catalog and are created at campaign setup. select your product catalog and click ‘Associate Sources’. To avoid retargeting a customer with a similar item if it’s unlikely the are going to purchase a similar item. etc.Associate your pixel or app • You may be asked to associate your Custom Audience pixel or app to your product catalog. • The link attribute should lead to a landing page where that particular variant is preselected. This is necessary in cases where your business has more than one product catalog. pattern. styles. Product groups or product IDs You have the option of using product groups or product IDs when referencing a catalog. Each product catalog can have multiple product sets. click ‘Product Catalogs’. each with their own unique ID. navigate to the ‘Settings’ page in Business Manager. size or pattern. but chose to only buy a black pair of shoes and is unlikely to buy the brown version in the next month. • To associate your pixel. 2. a customer viewed multiple colors of the same shoe. • Each variant must have have the same item_group_id defined. Submit Variant Data Ensure you have a separate product for each variant (color. Product groups are the way you group all product variants. material. or app.

com/ads/product_feed/debug 10 . without creating an upload session or adding products to your product catalog.Validate your feed with the Product Feed Debug Tool The Product Feed Debug Tool allows you to paste in a product feed and validate the feed for errors and warnings. This is helpful in early stages of integration when you don’t have a product catalog yet and don’t have a fully flushed out feed yet. before actually setting it up for all of your products. detect the errors and warnings.facebook. The tool is located here: https://business. and ensure that the feed format is correct. You can just paste your test feed.

Work with your web developer to modify the Custom Audience pixel for each of the following pages: 1. you can follow the prompts to create an audience from your website traffic.Setting up the Custom Audience pixel and/or the Facebook SDK for dynamic product ads To show dynamic product ads to people who visited your website or mobile app. Dynamic product ads for your website Start with a default Custom Audience pixel for every page of your website Work with your web developer to place the Custom Audience pixel across all pages of your website. Shopping cart pages or ‘Add to Cart’ buttons 3. You can find your Custom Audience pixel here: http://facebook. dynamic product ads require three Custom Data events to be added to different pages of your website. you must modify the Custom Audience pixel. This Custom Audience pixel will be placed on every page of your website. Product pages 2.com/ads/manager/pixel/custom_audience_pixel If you do not already have a Custom Audience pixel created. In addition to the code installed on all pages of your website. you will need to implement the Custom Audience pixel on your website and/or the Facebook SDK in your mobile app. Purchase confirmation pages 11 . Modify the Custom Audience pixel on key lower-funnel pages In order to retarget customers at different stages of your purchase funnel.

add the appropriate standard events. with no variations in spelling or case: Page Event Name Required Paramenters Edit your product pages to report which product IDs from the product catalog have been viewed. Purchased content_ids content_type. Detailed documentation for your web developer about adding these three Custom Data events: https://developers. AddToCart Edit the purchase confirmation page to report which product IDs from the catalog have been purchased. Edit your ‘Add to Cart’ button and shopping cart pages to report which product IDs from the catalog have been added to cart.facebook. Most advertisers will use a ‘Stock Keeping Unit or SKU’ as their content ID. content_ids content_type.com/docs/marketing-api/dynamic-product-ads/product-audiences#setuppixel 12 . You can also send multiple product IDs per page by sending an array.On each page. content_ids The content ID or content group reported from the Custom Audience pixel must be exactly the same as the corresponding ID column or product group ID column from the product catalog. An example event ViewContent pixel event is shown below. These standard events must be added exactly as described below. ViewContent content_type.

what standard events are on which pages (e. You can also place Facebook’s Custom Audience code directly on your site. Verify your pixel implementation We suggest two primary tools for verifying your pixel has been set up correctly to use dynamic product ads. Using Pixel Helper.google.com/webstore/detail/fb-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en 13 . Event ID: ViewContent).Using a tag management partner Many tag management providers have integrated with Facebook to make it easier to set up Custom Audiences from your website and dynamic product ads. The Facebook Pixel Helper Facebook Pixel Helper helps you confirm that your Facebook pixels are working as expected. and which content_ids are being reported by clicking ‘View Event Log’. Please reach out directly to your tag management partner to learn how to modify your tag to work with Facebook dynamic product ads.g. you can confirm if a Facebook pixel is added to your website. You can download the Facebook Pixel Helper in the Chrome store: https://chrome.

Associating your pixel or app tells Facebook which pixel or app will be matching to which product catalog. and click ‘Associate Sources’.Common issues uncovered while testing your pixel • Matching your catalog to your Custom Audience pixel: If you receive an error stating the pixel couldn’t find a catalog. you will need to fix your event sources in the catalog settings.com/ads/retargeting_pixel/debug 14 . Furthermore. Purchase and AddToCart events. Once you enter the pixel ID. navigate to the ‘Settings’ page in Business Manager (business. Retargeting Pixel Debug Tool The Retargeting Pixel Debug Tool helps you debug the issues specifically related to retargeting.facebook. click ‘Product Catalogs’. The content ID reported from the Custom Audience pixel must be exactly the same as the corresponding ID column from the product catalog. it is likely the product IDs being sent via the pixel for content_ids didn’t match products in your catalog catalog. The Retargeting Pixel Debug Tool in Business Manager can be found here: https://business.com).facebook. the tool will report all the ViewContent. You can also use this tool to see all the events fired for your user ID for the specified pixel ID. select your product catalog. To associate your pixel. If a different team member created the product catalog and then placed the Facebook Custom Audience pixel. Select the pixel or app that you would like to map to this catalog. you may need to grant admin access (required) to add/ update a product catalog’s settings. to understand retargeting audiences. • Matching IDs used in feeds and pixels or SDK: If you receive errors stating that products didn’t match. this tool allows you to enter an audience ID and check whether you are included in that audience to make sure the audience rules are setup correctly and you are being correctly matched to the right audiences. So you can visit a product page on your website that fires pixel events for the specified pixel ID and double check if those pixels fired were registered correctly when you visited that page.

com/docs/apps/register 15 . If you do not have an existing app.5 You will need to add the SDK to your app. Link: https://developers. If you need help. 4. use our Quick Start4 to create a new one. read the section below to also integrate the required App Events for dynamic product ads. We have a “getting started guide” available here: https://developers. Using the Facebook SDK for iOS and Android.com/docs/app-ads/sdk Prior to adding the SDK to your app. follow our how-to Register and Configure an App.facebook. the same three required events must be added to your app.com/apps Link: https://developers.Dynamic product ads for your mobile app Starting with the Facebook SDK You need a Facebook App ID to use the Facebook SDK for iOS. Android or JavaScript (web).facebook. You can use an existing app3 if you already have one. Setting up App Events on key lower-funnel pages To dynamically retarget your app users with relevant products. 5. 3.facebook.com/quickstarts Link: https://developers.facebook. you can send the following events: iOS Event Android Event FBSDKAppEventNameViewedContent EVENT_NAME_VIEWED_CONTENT FBSDKAppEventNameAddedToCart EVENT_NAME_ADDED_TO_CART FBSDKAppEventNamePurchased EVENT_NAME_PURCHASED An example iOS AddedToCart App Event is shown below.

6 6.facebook. Detailed documentation for your app developer about adding these three Custom Data events are here (note. Link: https://www. you can check your recent events in Facebook Analytics for Apps. the content is located approximately 1/2 way down the page): https://developers.4#setuppixel Verify your App Events To ensure your App Events are being sent correctly.com/docs/marketing-api/dynamic-product-ads/product-audiences/ v2.com/analytics 16 .An example iOS AddedToCart App Event is shown below.facebook.

if you want to create a product set of shoes. 2. 1.Creating a dynamic ad template in Power Editor Dynamic product ads look identical to other single or carousel ads that are available on Facebook and appear in the News Feed and the right column. create a new campaign with the objective ‘Product Catalog Sales’. The filter matches the column names and products from your product catalog. From Power Editor. You can advertise all products from your product catalog or you can select the set of products that you want to advertise. select the category that contains ‘Shoes’. 17 . verify that you have already uploaded a product catalog and have modified the Custom Audience pixel on your website or App Events in your app. Before you proceed. Create a new ad set for that campaign and give it a name. 3. you create an ad template that automatically uses images and details from your product feed. For example. However. Create a product set. instead of individually creating an ad for each of your products.

com/business/ ads-guide/website-conversions/links/?toggle0=Photo 9. When you choose to show multiple products. Keep in mind that adding more targeting will greatly reduce the reach of your ads and decrease performance. • If you don’t have multiple images for both aspect ratios. Choose whether one product or multiple products should be shown per ad. Click ‘Create’ to save your product set. you can exclude a Custom Audience of people who have purchased offline or in store.4. Configure your ad with plain text and keywords. Facebook will show a mix of last products seen or highly relevant items from the selected product set. 18 . • It is important to note that showcasing multiple products in our carousel ad unit utilizes a square 1:1 aspect ratio images.91:1 aspect ratio image. 5. choose the option that best fits with your feed. Create a new ad using your existing ad set. • Full details on advertising specs are located in our Ads Guide: https://www. you can set your targeting window to people who have viewed at least one product or added a product to cart in the past 7 days but have not yet made a purchase. Select the audience and the targeting window in which you’d like to target your ads. 8. 6. Click ‘Create’ to save your product set.facebook. For example. Keywords are pulled directly from your product catalog. Showcasing a single product will use one 1. 7. such as a Custom Audience or demographic targeting by clicking ‘Edit Audience’. You can also layer on additional audiences. For example.

19 . • Track website conversions from your dynamic product ads.facebook.com/docs/marketing-api/facebook-pixel/conversion-tracking/v2. Preview how your ads will appear by scrolling through the product previews. The Facebook Custom Audience pixel can be used for tracking conversions across all devices utilizing Standard Events.10. Your dynamic product ads will begin delivering as soon as people begin browsing products that match the rules that you have configured. For details on conversion tracking using the Website Custom Audience pixel. Detailed information for creating App Events. Make sure to track conversions for your ads. can be found here: https://developers. make sure you are set up to track purchases that take place within your app. Notice how the keywords change according to the products being viewed. track both website purchases and in-app purchases.com/docs/app-ads/measuring/installs-and-in-app-conversions 12. Product previews are randomly pulled from the product set. For a complete view of your ads’ effectiveness.3 • If you have a mobile app. please visit: https://developers. 11. Upload your ads to publish and set them live. facebook. including tracking purchases.

Recommendations for product sets • Create product sets that help you organize products by value to your business. • Use your Facebook conversion pixel reports to keep track of important metrics like conversion rates and cross-device conversions resulting from your dynamic product ads. people who viewed product set X may be worth more in the first 1 to 3 days since they took an action and worth increasingly less over the following 4 to 10 days. try creating an audience of people who have viewed a product in the past 7 days or added to product to cart in the past 10 days but haven’t purchased in the past 10 days. 20 . run your ads evenly across both desktop and mobile. you will reach less. control your spend with optimal bids. Recommendations for ad formats and placements • Consider showing multiple products per dynamic product ad. Set different bids by right-hand side and News Feed to control for image sizes and differing frequency rates in each placement. (2) your audience retargeting rules. For example. special promotions. you may want to create product sets that divide by category. • With dynamic product ads. on low traffic days. you have several different levers: (1) product sets. • To optimize your ads. Instead of splitting by device. or even by product margin. Advanced retargeters often create many product sets and audiences with different combinations of bids. consider splitting your ads by placements. • Avoid creating product sets that are too small. Facebook’s carousel ad unit gives you multiple opportunities to show relevant products in a single bid. Consider how much value you place on people viewing different products at different times. In order to take advantage of your high traffic days. so you only show relevant product ads to people who have visited your website or app regardless of which device they use next. slowly optimize for better performance. maximizing your opportunities for conversion. Recommendations for optimizing for delivery and performance • Dynamic product ads will scale directly proportional to the amount of site traffic you get to product pages. • For the best performance. Then. especially when the product sets contain products that get very few views. Small product sets may have difficulty getting delivery. your audience is the set of people who take action on products on your website within a certain time frame. Facebook’s dynamic product ads works across devices. Organizing your product sets by value will help you control your bids more effectively so you can maximize your return on ad spend. don’t constrain yourself by setting low budgets on your campaigns. you will be able to reach more people with dynamic product ads. If you need help getting started. and (3) your bids. Instead. For example. On high traffic days.