Ads that Click to Multidestination

This guide explains how to create and publish ads that click to multidestination using the Marketing API.

Ads that click to multidestination send people that click on your ads directly into conversations with your business in the messaging app or apps (Messenger, Instagram, or WhatsApp) that they are most likely to respond from. Use these ads to reach people at scale and deliver standout, individualized service.

Multidestination ads means the ad can go to any combination of the destinations: Messenger chat, Instagram chat, WhatsApp chat.

If you’d like to create an ad that only goes to one destination, see:

• Ads that Click to Messenger
• Ads that Click to Instagram
• Ads that Click to WhatsApp

Ad Creation Overview

This document outlines the steps you need to follow to set up your integration for click to multidestination ads. You will need to:

1. Create an ad campaign
2. Create an ad set that links your ads to your ad campaign
3. Create an ad creative for the Multi Destination ad type you want to serve
4. Create an ad by linking your ad creative to your ad set

Before you begin

This guide assumes you have:

• An ad account with Meta
• Uploaded any assets, such as images or videos, to be used in your ads to Meta servers

Step 1: Create an ad campaign

Start by creating your ad campaign. To do this, make a POST request to the /act_<AD_ACCOUNT_ID>/campaigns endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

Request

curl -X POST \
  -F 'name=Click to Multi Destination Campaign' \
  -F 'objective=OUTCOME_ENGAGEMENT' \
  -F 'status=ACTIVE' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/campaigns

Response

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

{
  "id": "<AD_CAMPAIGN_ID>"
}

Updating

You can update a campaign by making a POST request to /<AD_CAMPAIGN_ID>.

Reading

To verify that you have successfully created a click to multidestination campaign, you can make a GET request to /<AD_CAMPAIGN_ID>. See the Ad Campaign reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,status,objective' \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/<AD_CAMPAIGN_ID>

Response

{
  "name": "Click to Multi Destination Campaign",
  "status": "ACTIVE",
  "objective": "OUTCOME_ENGAGEMENT",
  "id": "<AD_CAMPAIGN_ID>"
}

Step 2: Create an ad set

Once you have an ad campaign, create your ad set. To create an ad set, make a POST request to the /act_<AD_ACCOUNT_ID>/adsets endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

Visit the Ad Account Ad Set reference for the complete list of available parameters.

Request

curl -X POST \
  -F 'access_token=<ACCESS_TOKEN>' \
  -F 'bid_strategy=LOWEST_COST_WITHOUT_CAP' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'daily_budget=<DAILY_BUDGET>' \
  -F 'destination_type=<DESTINATION_TYPE>' \
  -F 'name=<AD_SET_NAME>' \
  -F 'optimization_goal=CONVERSATIONS' \
  -F 'promoted_object={
      "page_id": "<PAGE_ID>"
    }' \
  -F 'status=ACTIVE' \
  -F 'start_time=<START_TIME>' \
  -F 'targeting={ 
        "geo_locations": { "countries":["US","CA"] },
        "device_platforms": ["mobile", "desktop"]
  }' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adsets

Response

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

{
  "id": "<AD_SET_ID>"
}

Updating

You can update an ad set by making a POST request to /<AD_SET_ID>.

Reading

To verify that you have successfully created a click to multidestination ad set, you can make a GET request to /<AD_SET_ID>. See the Ad Set reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,destination_type,optimization_goal,bid_strategy' \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/<AD_SET_ID>

Response

{
  "name": "<AD_SET_NAME>",
  "destination_type": "<DESTINATION_TYPE>",
  "optimization_goal": "CONVERSATIONS",
  "bid_strategy": "LOWEST_COST_WITHOUT_CAP'"
  "id": "<AD_SET_ID>"
}

Step 3: Create an ad creative

The ad creative allows you to add assets to your ads. To create an ad creative, make a POST request to the /act_<AD_ACCOUNT_ID>/adcreatives endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

{
  "type": "MESSAGE_PAGE",
    "value": {
       "app_destination": "MESSENGER",
       "link": "https://fb.com/messenger_doc/"
    }
} 

{
  "type": "WHATSAPP_MESSAGE",
    "value": {
       "app_destination": "WHATSAPP",
       "link": "https://api.whatsapp.com/send"
    }
}

{
  "type": "INSTAGRAM_MESSAGE",
    "value": {
       "app_destination": "INSTAGRAM_DIRECT",
       "link": "https://www.instagram.com"
    }
}

Visit th Ad Creative reference for the complete list of available parameters.

Filling out Page Welcome Message

The default message that a customer sees is "Hello! Can I get more info on this?". You can create more tailored user experiences for your ads that click to multidestination by customizing your ads' greeting message, icebreakers, and autofill messages in the page_welcome_message field under object_story_spec.

For more information about icebreakers, see the ice_breakers reference.

Limitations

• Icebreaker titles must not be more than 80 characters.
• Icebreaker responses must not be more than 300 characters.
• Message text must not be more than 300 characters.

Example

Create the page_welcome_message object to add icebreakers with a greeting message.

"page_welcome_message": {
  "type":"VISUAL_EDITOR",
  "version":2,
  "landing_screen_type":"welcome_message",
  "media_type":"text",
  "text_format":{
    "customer_action_type":"ice_breakers",
    "message":{
      "ice_breakers":[
        {"title":"Can I make a purchase?","response":"This is a response 1"},
        {"title":"Can I see a menu?", "response":"This is a response 2"},
        {"title":"Where are you located?", "response":"This is a response 3"}],
      "quick_replies":[],
      "text":"Hi {{user_first_name}}! Please let us know how we can help you."}
  },
  "user_edit":false,
  "surface":"visual_editor_new"
}

Ad creative create examples

Add the page_welcome_message field to the creative as follows.

Request

curl -X POST \
-F 'name=<CREATIVE_NAME>' \
-F 'object_story_spec={
     "page_id": "438346666550309",
     "link_data": {
       "name": "<AD_HEADLINE>",
       "message": "<AD_PRIMARY_TEXT>",
       "image_hash": "<IMAGE_HASH>"
       "link": "https://fb.com/messenger_doc/",
       "page_welcome_message": "<PAGE_WELCOME_MESSAGE>",
       "call_to_action": {
         "type": "MESSAGE_PAGE",
         "value": {
           "app_destination": "MESSENGER"
         }
       }
     }
   }' \
-F 'asset_feed_spec={
     "optimization_type": "DOF_MESSAGING_DESTINATION",
     "call_to_actions": [
       {
         "type": "MESSAGE_PAGE",
         "value": {
           "app_destination": "MESSENGER",
           "link": "https://fb.com/messenger_doc/"
         }
       },
       {
         "type": "WHATSAPP_MESSAGE",
         "value": {
           "app_destination": "WHATSAPP",
           "link": "https://api.whatsapp.com/send"
         }
       },
       {
         "type": "INSTAGRAM_MESSAGE",
         "value": {
           "app_destination": "INSTAGRAM_DIRECT",
           "link": "https://www.instagram.com"
         }
       }
     ]
   }' \
-F 'degrees_of_freedom_spec={
     "creative_features_spec": {
       "standard_enhancements": {
         "enroll_status": "OPT_IN"
       }
     }
   }' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adcreatives

Response

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

{
  "id": "<AD_CREATIVE_ID>"
}

Creating ad creatives using Instagram content

Instagram Posts

Refer Use Posts as Instagram Ads for more details.

curl -X POST \
  -F 'name=Sample ad creative from Instagram post' \
  -F 'object_id=<PAGE_ID>' \
  -F 'instagram_user_id=<INSTAGRAM_USER_ID>' \
  -F 'source_instagram_media_id=<INSTAGRAM_POST_ID>' \
  -F 'call_to_action={
       "type": "INSTAGRAM_MESSAGE",
       "value": {
         "link": "https://www.instagram.com"
       }
     }' \ 
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adcreatives

Instagram Images

curl -X POST \
  -F 'name=Sample ad creative from Instagram image' \
  -F 'object_story_spec={
       "page_id": "<PAGE_ID>",
       "instagram_actor_id": "<INSTAGRAM_ACTOR_ID>",
       "link_data": {
         "message": "<AD_PRIMARY_TEXT>",
         "picture": "<IMAGE_URL>"
         "page_welcome_message": "<PAGE_WELCOME_MESSAGE>",
         "call_to_action": {
           "type": "INSTAGRAM_MESSAGE",
           "value": {
             "app_destination": "INSTAGRAM_DIRECT"
           }
         }
       }
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adcreatives

Creating ad creatives using Facebook content

Refer to Use Posts as Instagram Ads: Facebook Posts for more details.

curl -i -X POST \
  "https://graph.facebook.com/v21.0/act_<AD_ACCOUNT>/adcreatives
  ?object_story_id=<postOwnerID_postID>
  &instagram_actor_id=<IG_USER_ID>
  &call_to_action="{'type':MESSAGE_PAGE,'value':{'app_destination':'MESSENGER'}}"
  &access_token=<ACCESS_TOKEN>"

Where object_story_id is the post ID in the format of postOwnerID_postID and instagram_actor_id is either a Page-connected Instagram account ID or the Page-backed Instagram account ID. See more details in Set Up Instagram Accounts With Pages.

Updating

You can update an ad creative by making a POST request to /<AD_CREATIVE_ID>.

Reading

To verify that you have successfully created a click to multidestination ad creative, you can make a GET request to /<AD_CREATIVE_ID>. See Ad Creative for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=name,object_story_spec{page_welcome_message},asset_feed_spec' \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/<AD_CREATIVE_ID>

Response

{
  "name": "<CREATIVE_NAME>",
  "object_story_spec": {
    "page_welcome_message": {
      "type": "VISUAL_EDITOR",
      "version": 2,
      "landing_screen_type": "welcome_message",
      "media_type": "text",
      "text_format": {
        "customer_action_type": "ice_breakers",
        "message": {
          "text": "Sample greeting message",
          "ice_breakers": [
            {
              "title": "Sample icebreaker"
            },
            {
              "title": "Sample icebreaker"
            },
            {
              "title": "Sample icebreaker"
            }
          ]
        }
      }
    }
  },
  "asset_feed_spec": {
    "optimization_type": "DOF_MESSAGING_DESTINATION",
    "call_to_actions": [
      {
        "type": "MESSAGE_PAGE",
        "value": {
          "app_destination": "MESSENGER",
          "link": "https://fb.com/messenger_doc/"
        }
      },
      {
        "type": "WHATSAPP_MESSAGE",
        "value": {
          "app_destination": "WHATSAPP",
          "link": "https://api.whatsapp.com/send"
        }
      },
      {
        "type": "INSTAGRAM_MESSAGE",
        "value": {
          "app_destination": "INSTAGRAM_DIRECT",
          "link": "https://www.instagram.com"
        }
      }
    ]
  },
  "id": "<AD_CREATIVE_ID>"
}

Step 4: Create an ad

Ads allow you to associate ad creative information with your ad sets. To create an ad, make a POST request to the /act_<AD_ACCOUNT_ID>/ads endpoint where <AD_ACCOUNT_ID> is the ID for your Meta ad account. Your request must include:

Parameters

Request

curl -X POST \
  -F 'name=<AD_NAME>' \
  -F 'adset_id=<AD_SET_ID> \
  -F 'creative={
       "creative_id": "<AD_CREATIVE_ID>"
     }' \
  -F 'status=ACTIVE \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/ads

Response

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

{
  "id": "<AD_ID>"
}

Call to action

You can also set a call to action when creating your ad.

"asset_feed_spec": {
  "optimization_type": "DOF_MESSAGING_DESTINATION",
  "call_to_actions": [
    {
      "type": "MESSAGE_PAGE",
      "value": {
        "app_destination": "MESSENGER",
        "link": "https://fb.com/messenger_doc/"
      }
    },
    {
      "type": "INSTAGRAM_MESSAGE",
      "value": {
        "app_destination": "INSTAGRAM_DIRECT",
        "link": "https://www.instagram.com"
      }
    }
  ]
}

See the Asset Feed Spec documentation for more information.

Updating

You can update an ad by making a POST request to /<AD_ID>.

Reading

To verify that you have successfully created a click to multidestination ad, you can make a GET request to /<AD_ID>. See the ad reference for the complete list of available parameters.

Request

curl -X GET -G \
  -d 'fields=status,adset_id \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v21.0/<AD_ID>

Response

{
  "status": "ACTIVE",
  "adset_id": "<AD_SET_ID>",
  "id": "<AD_ID>"
}