Destination Type

    Ad Set Destination Type

    This guide describes the type of destination an ad links to, that is, where someone goes when they click on an ad or an ad's call-to-action (CTA) button, and how to provide a single destination type for all ads in an ad set. Ads in an ad set only contain different types of ad creative and do not provide unique destination types.

    Your chosen destination type must be consistent with your objective and optimization goal.

    Possible Destination Types

    The destination type is optional. We validate this to check if you selected a setting compatible with your chosen objective and optimization goal. See Campaign, Objective Validation.

    Destination TypeRequirements

    UNDEFINED

    No defined destination type. Returned only in read mode if you have objectives that do not appear in the Objectives table below.

    WEBSITE

    All ads in the ad set must have ad creative with at least one valid, external URL.

    APP

    Ads in the ad set must provide an app ID in the promoted object. Destination is either an app installed on someone's phone or the app store if the app is not installed.

    MESSENGER

    All ads in the ad set must have ad creative with Messenger as a destination.

    APPLINKS_AUTOMATIC

    Used with Advantage+ catalog ads. The ad set's promoted object must have a product_set_id parameter. Facebook determines the displayed destination based on the applink specified in the ad creative.

    FACEBOOK

    Used with Advantage+ catalog ads. The catalog being promoted needs to support the on-Facebook Advantage+ catalog ads use case in Commerce Manager. All ads in the ad set must have an ad creative with Marketplace as the destination. This is currently only available for the Vehicle vertical. Learn more

    INSTAGRAM_DIRECT

    Used when advertisers want users to send an Instagram direct message.

    SHOP_AUTOMATIC

    Used with Shops Ads.
    The objective in the parent campaign must be either PRODUCT_CATALOG_SALES or CONVERSIONS.

    ON_AD

    The objective in the parent campaign must be in set {OUTCOME_LEADS}

    ON_POST

    The objective in the parent campaign must be in set {OUTCOME_ENGAGEMENTS}

    ON_VIDEO

    The objective in the parent campaign must be in set {OUTCOME_ENGAGEMENTS}

    ON_PAGE

    The objective in the parent campaign must be in set {OUTCOME_ENGAGEMENTS}

    ON_EVENT

    The objective in the parent campaign must be in set {OUTCOME_ENGAGEMENTS}

    Objectives

    These older objectives are deprecated with the release of Marketing API v17.0. Please refer to the Outcome-Driven Ads Experiences mapping table to find the new objectives and their corresponding destination types, optimization goals and promoted objects.

    ObjectiveAvailable Destination Types

    LINK_CLICKS

    WEBSITE, APP, MESSENGER, APPLINKS_AUTOMATIC

    APP_INSTALLS

    APP

    CONVERSIONS

    WEBSITE, APP, MESSENGER, APPLINKS_AUTOMATIC, SHOP_AUTOMATIC

    PRODUCT_CATALOG_SALES

    APPLINKS_AUTOMATIC, FACEBOOK, MESSENGER, WEBSITE, SHOP_AUTOMATIC

    All Other Objectives

    Defaults to UNDEFINED

    Create an Ad Set for an On-Facebook Traffic Destination

    Advertisers can drive traffic to on-Facebook listings as a destination for their product catalog sales campaigns instead of external websites. These ads drive awareness of car inventory with multiple placement options. Learn more about Automotive Inventory Ads with an on-Facebook destination.

    To create an ad set that leverages Automotive Inventory Ads with an on-Facebook destination, specify a destination_type of FACEBOOK in your ad set data.

    -F 'destination_type="FACEBOOK"' \

    If customizing placements, a destination_type of FACEBOOK supports:

    • publisher_platforms — facebook and instagram
    • facebook_positions — feed, marketplace, search, story, and right_hand_column
    • instagram_positions — stream, explore, and story

    If you don’t specify a destination_type, your the default destination is the website URL specified in your catalog.

    Learn More