API de marketing

Anuncios con coste por acción

El coste por acción (CPA) te permite especificar eventos de conversión y que se te cobre en función de la cantidad de conversiones. Al CPA para las reproducciones de vídeos también se le llama CPV.

Una alternativa al CPA es el oCPM, que cobra por las impresiones mostradas.

Funcionamiento

La puja se define para un conjunto de anuncios. Estos campos deben seguir las restricciones que figuran a continuación:

Nombre Descripción

billing_event

Define la acción por la que pagas. Establécelo en LINK_CLICKS, PAGE_LIKES, OFFER_CLAIMS o THRUPLAY.

optimization_goal

Define la acción para la que optimizas. Establécelo en el mismo valor que billing_event, LINK_CLICKS, PAGE_LIKES, POST_ENGAGEMENT, OFFER_CLAIMS o THRUPLAY.

bid_amount

Valor que le asignas al objetivo, especificado en centavos. Mínimo un centavo. Por ejemplo, bid_amount=150 significa que te gustaría pujar 1,50 dólares en esa acción. Este valor debe representar el importe máximo que estarías dispuesto a pagar por dicha acción.

targeting

En el caso de los anuncios que optimizan para conexiones que incluyen page_like, es obligatorio utilizar el campo excluded_connections en la segmentación para excluir a los usuarios que ya han realizado la conversión única para el objeto de destino. Consulta los ejemplos incluidos en la sección siguiente para obtener información sobre cómo especificar las conexiones excluidas adecuadas.

Limitaciones

  • La acción de clic en el enlace fuera del sitio solo es compatible con enlaces a dominios externos y dominios de aplicaciones alojadas en Facebook.
  • La facturación según CPA para los anuncios que no sean de reproducción de vídeo se basa en conversiones por clic de un día. Los anuncios con CPV (o CPA para reproducciones de vídeo) se facturan en función de las reproducciones de vídeo de diez segundos.
  • Además, la facturación de los clics en el enlace fuera del sitio está limitada a los clics en el enlace dentro del anuncio, también conocidos como en contexto.

A partir de la versión 9, se ha retirado la facturación de CPA para anuncios sobre aplicaciones. Ya no puedes definir un evento de facturación y un objetivo de optimización como APP_INSTALLS. En su lugar, recomendamos utilizar los eventos de facturación de impression. Todavía puedes especificar APP_INSTALLS en billing_event u optimization_goal, pero no en ambos campos al mismo tiempo.

Consulta la documentación sobre los conjuntos de anuncios para obtener más información sobre las actualizaciones permitidas para los conjuntos de anuncios.

Ejemplos

Creación

En el siguiente ejemplo se muestra cómo crear un conjunto de anuncios con pujas de CPA. Ten en cuenta que, para los conjuntos de anuncios con CPA, debes definir un valor para promoted_object.

curl -X POST \
  -F 'name="A CPA Ad Set"' \
  -F 'campaign_id="<AD_CAMPAIGN_ID>"' \
  -F 'daily_budget=5000' \
  -F 'start_time="2024-11-28T10:59:28-0800"' \
  -F 'end_time="2024-12-05T10:59:28-0800"' \
  -F 'billing_event="IMPRESSIONS"' \
  -F 'optimization_goal="REACH"' \
  -F 'bid_amount=1000' \
  -F 'promoted_object={
       "page_id": "<PAGE_ID>"
     }' \
  -F 'targeting={
       "facebook_positions": [
         "feed"
       ],
       "geo_locations": {
         "countries": [
           "US"
         ]
       }
     }' \
  -F 'user_os="iOS"' \
  -F 'publisher_platforms="facebook"' \
  -F 'device_platforms="mobile"' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/adsets
Open In Graph API Explorer
'use strict';
const bizSdk = require('facebook-nodejs-business-sdk');
const AdAccount = bizSdk.AdAccount;
const AdSet = bizSdk.AdSet;

const access_token = '<ACCESS_TOKEN>';
const app_secret = '<APP_SECRET>';
const app_id = '<APP_ID>';
const id = '<AD_ACCOUNT_ID>';
const api = bizSdk.FacebookAdsApi.init(access_token);
const showDebugingInfo = true; // Setting this to true shows more debugging info.
if (showDebugingInfo) {
  api.setDebug(true);
}

const logApiCallResult = (apiCallName, data) => {
  console.log(apiCallName);
  if (showDebugingInfo) {
    console.log('Data:' + JSON.stringify(data));
  }
};

let fields, params;
fields = [
];
params = {
  'name' : 'A CPA Ad Set',
  'campaign_id' : '<adCampaignLinkClicksID>',
  'daily_budget' : '5000',
  'start_time' : '2024-07-27T00:47:13-0700',
  'end_time' : '2024-08-03T00:47:13-0700',
  'billing_event' : 'IMPRESSIONS',
  'optimization_goal' : 'REACH',
  'bid_amount' : '1000',
  'promoted_object' : {'page_id':'<pageID>'},
  'targeting' : {'facebook_positions':['feed'],'geo_locations':{'countries':['US']}},
  'user_os' : 'iOS',
  'publisher_platforms' : 'facebook',
  'device_platforms' : 'mobile',
};
const adsets = (new AdAccount(id)).createAdSet(
  fields,
  params
);
logApiCallResult('adsets api call complete.', adsets);
Open In Graph API Explorer
require __DIR__ . '/vendor/autoload.php';

use FacebookAds\Object\AdAccount;
use FacebookAds\Object\AdSet;
use FacebookAds\Api;
use FacebookAds\Logger\CurlLogger;

$access_token = '<ACCESS_TOKEN>';
$app_secret = '<APP_SECRET>';
$app_id = '<APP_ID>';
$id = '<AD_ACCOUNT_ID>';

$api = Api::init($app_id, $app_secret, $access_token);
$api->setLogger(new CurlLogger());

$fields = array(
);
$params = array(
  'name' => 'A CPA Ad Set',
  'campaign_id' => '<adCampaignLinkClicksID>',
  'daily_budget' => '5000',
  'start_time' => '2024-07-27T00:47:13-0700',
  'end_time' => '2024-08-03T00:47:13-0700',
  'billing_event' => 'IMPRESSIONS',
  'optimization_goal' => 'REACH',
  'bid_amount' => '1000',
  'promoted_object' => array('page_id' => '<pageID>'),
  'targeting' => array('facebook_positions' => array('feed'),'geo_locations' => array('countries' => array('US'))),
  'user_os' => 'iOS',
  'publisher_platforms' => 'facebook',
  'device_platforms' => 'mobile',
);
echo json_encode((new AdAccount($id))->createAdSet(
  $fields,
  $params
)->exportAllData(), JSON_PRETTY_PRINT);
Open In Graph API Explorer
from facebook_business.adobjects.adaccount import AdAccount
from facebook_business.adobjects.adset import AdSet
from facebook_business.api import FacebookAdsApi

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_ACCOUNT_ID>'
FacebookAdsApi.init(access_token=access_token)

fields = [
]
params = {
  'name': 'A CPA Ad Set',
  'campaign_id': '<adCampaignLinkClicksID>',
  'daily_budget': '5000',
  'start_time': '2024-07-27T00:47:13-0700',
  'end_time': '2024-08-03T00:47:13-0700',
  'billing_event': 'IMPRESSIONS',
  'optimization_goal': 'REACH',
  'bid_amount': '1000',
  'promoted_object': {'page_id':'<pageID>'},
  'targeting': {'facebook_positions':['feed'],'geo_locations':{'countries':['US']}},
  'user_os': 'iOS',
  'publisher_platforms': 'facebook',
  'device_platforms': 'mobile',
}
print AdAccount(id).create_ad_set(
  fields=fields,
  params=params,
)
Open In Graph API Explorer
import com.facebook.ads.sdk.*;
import java.io.File;
import java.util.Arrays;

public class SAMPLE_CODE_EXAMPLE {
  public static void main (String args[]) throws APIException {

    String access_token = \"<ACCESS_TOKEN>\";
    String app_secret = \"<APP_SECRET>\";
    String app_id = \"<APP_ID>\";
    String id = \"<AD_ACCOUNT_ID>\";
    APIContext context = new APIContext(access_token).enableDebug(true);

    new AdAccount(id, context).createAdSet()
      .setName(\"A CPA Ad Set\")
      .setCampaignId(\"<adCampaignLinkClicksID>\")
      .setDailyBudget(5000L)
      .setStartTime(\"2024-07-27T00:47:13-0700\")
      .setEndTime(\"2024-08-03T00:47:13-0700\")
      .setBillingEvent(AdSet.EnumBillingEvent.VALUE_IMPRESSIONS)
      .setOptimizationGoal(AdSet.EnumOptimizationGoal.VALUE_REACH)
      .setBidAmount(1000L)
      .setPromotedObject(\"{\\"page_id\\":\\"<pageID>\\"}\")
      .setTargeting(
          new Targeting()
            .setFieldFacebookPositions(Arrays.asList(\"feed\"))
            .setFieldGeoLocations(
              new TargetingGeoLocation()
                .setFieldCountries(Arrays.asList(\"US\"))
            )
        )
      .setParam(\"user_os\", \"iOS\")
      .setParam(\"publisher_platforms\", \"facebook\")
      .setParam(\"device_platforms\", \"mobile\")
      .execute();

  }
}
Open In Graph API Explorer
require 'facebook_ads'

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_ACCOUNT_ID>'

FacebookAds.configure do |config|
  config.access_token = access_token
  config.app_secret = app_secret
end

ad_account = FacebookAds::AdAccount.get(id)
adsets = ad_account.adsets.create({
    name: 'A CPA Ad Set',
    campaign_id: '<adCampaignLinkClicksID>',
    daily_budget: '5000',
    start_time: '2024-07-27T00:47:13-0700',
    end_time: '2024-08-03T00:47:13-0700',
    billing_event: 'IMPRESSIONS',
    optimization_goal: 'REACH',
    bid_amount: '1000',
    promoted_object: {'page_id':'<pageID>'},
    targeting: {'facebook_positions':['feed'],'geo_locations':{'countries':['US']}},
    user_os: 'iOS',
    publisher_platforms: 'facebook',
    device_platforms: 'mobile',
})
Open In Graph API Explorer

Después, puedes crear anuncios e incluirlos en el conjunto de anuncios siguiendo el proceso de creación que se describe aquí.

Actualización

Cambiar la puja a un conjunto de anuncios con CPA:

curl -X POST \
  -F 'billing_event="IMPRESSIONS"' \
  -F 'optimization_goal="LINK_CLICKS"' \
  -F 'bid_amount=200' \
  -F 'targeting={
       "geo_locations": {
         "countries": [
           "US"
         ]
       },
       "facebook_positions": [
         "feed"
       ]
     }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/<AD_SET_ID>/
Open In Graph API Explorer
'use strict';
const bizSdk = require('facebook-nodejs-business-sdk');
const AdSet = bizSdk.AdSet;

const access_token = '<ACCESS_TOKEN>';
const app_secret = '<APP_SECRET>';
const app_id = '<APP_ID>';
const id = '<AD_SET_ID>';
const api = bizSdk.FacebookAdsApi.init(access_token);
const showDebugingInfo = true; // Setting this to true shows more debugging info.
if (showDebugingInfo) {
  api.setDebug(true);
}

const logApiCallResult = (apiCallName, data) => {
  console.log(apiCallName);
  if (showDebugingInfo) {
    console.log('Data:' + JSON.stringify(data));
  }
};

let fields, params;
fields = [
];
params = {
  'billing_event' : 'IMPRESSIONS',
  'optimization_goal' : 'LINK_CLICKS',
  'bid_amount' : '200',
  'targeting' : {'geo_locations':{'countries':['US']},'facebook_positions':['feed']},
};
const sample_code = (new AdSet(id)).update(
  fields,
  params
);
logApiCallResult('sample_code api call complete.', sample_code);
Open In Graph API Explorer
require __DIR__ . '/vendor/autoload.php';

use FacebookAds\Object\AdSet;
use FacebookAds\Api;
use FacebookAds\Logger\CurlLogger;

$access_token = '<ACCESS_TOKEN>';
$app_secret = '<APP_SECRET>';
$app_id = '<APP_ID>';
$id = '<AD_SET_ID>';

$api = Api::init($app_id, $app_secret, $access_token);
$api->setLogger(new CurlLogger());

$fields = array(
);
$params = array(
  'billing_event' => 'IMPRESSIONS',
  'optimization_goal' => 'LINK_CLICKS',
  'bid_amount' => '200',
  'targeting' => array('geo_locations' => array('countries' => array('US')),'facebook_positions' => array('feed')),
);
echo json_encode((new AdSet($id))->updateSelf(
  $fields,
  $params
)->exportAllData(), JSON_PRETTY_PRINT);
Open In Graph API Explorer
from facebook_business.adobjects.adset import AdSet
from facebook_business.api import FacebookAdsApi

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_SET_ID>'
FacebookAdsApi.init(access_token=access_token)

fields = [
]
params = {
  'billing_event': 'IMPRESSIONS',
  'optimization_goal': 'LINK_CLICKS',
  'bid_amount': '200',
  'targeting': {'geo_locations':{'countries':['US']},'facebook_positions':['feed']},
}
print AdSet(id).update(
  fields=fields,
  params=params,
)
Open In Graph API Explorer
import com.facebook.ads.sdk.*;
import java.io.File;
import java.util.Arrays;

public class SAMPLE_CODE_EXAMPLE {
  public static void main (String args[]) throws APIException {

    String access_token = \"<ACCESS_TOKEN>\";
    String app_secret = \"<APP_SECRET>\";
    String app_id = \"<APP_ID>\";
    String id = \"<AD_SET_ID>\";
    APIContext context = new APIContext(access_token).enableDebug(true);

    new AdSet(id, context).update()
      .setBillingEvent(AdSet.EnumBillingEvent.VALUE_IMPRESSIONS)
      .setOptimizationGoal(AdSet.EnumOptimizationGoal.VALUE_LINK_CLICKS)
      .setBidAmount(200L)
      .setTargeting(
          new Targeting()
            .setFieldFacebookPositions(Arrays.asList(\"feed\"))
            .setFieldGeoLocations(
              new TargetingGeoLocation()
                .setFieldCountries(Arrays.asList(\"US\"))
            )
        )
      .execute();

  }
}
Open In Graph API Explorer
require 'facebook_ads'

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_SET_ID>'

FacebookAds.configure do |config|
  config.access_token = access_token
  config.app_secret = app_secret
end

ad_set = FacebookAds::AdSet.get(id)
ad_set.billing_event = 'IMPRESSIONS'ad_set.optimization_goal = 'LINK_CLICKS'ad_set.bid_amount = '200'ad_set.targeting = {'geo_locations':{'countries':['US']},'facebook_positions':['feed']}
ad_set.save
Open In Graph API Explorer

Ejemplo de CPV

Para crear un anuncio con pujas de CPV (o CPA para reproducciones de vídeo), primero debes crear una campaña publicitaria con objective=VIDEO_VIEWS.

curl -X POST \
  -F 'name="Video Views campaign"' \
  -F 'objective="OUTCOME_ENGAGEMENT"' \
  -F 'status="PAUSED"' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v21.0/act_<AD_ACCOUNT_ID>/campaigns
Open In Graph API Explorer
'use strict';
const bizSdk = require('facebook-nodejs-business-sdk');
const AdAccount = bizSdk.AdAccount;
const Campaign = bizSdk.Campaign;

const access_token = '<ACCESS_TOKEN>';
const app_secret = '<APP_SECRET>';
const app_id = '<APP_ID>';
const id = '<AD_ACCOUNT_ID>';
const api = bizSdk.FacebookAdsApi.init(access_token);
const showDebugingInfo = true; // Setting this to true shows more debugging info.
if (showDebugingInfo) {
  api.setDebug(true);
}

const logApiCallResult = (apiCallName, data) => {
  console.log(apiCallName);
  if (showDebugingInfo) {
    console.log('Data:' + JSON.stringify(data));
  }
};

let fields, params;
fields = [
];
params = {
  'name' : 'Video Views campaign',
  'objective' : 'OUTCOME_ENGAGEMENT',
  'status' : 'PAUSED',
  'special_ad_categories' : [],
};
const campaigns = (new AdAccount(id)).createCampaign(
  fields,
  params
);
logApiCallResult('campaigns api call complete.', campaigns);
Open In Graph API Explorer
require __DIR__ . '/vendor/autoload.php';

use FacebookAds\Object\AdAccount;
use FacebookAds\Object\Campaign;
use FacebookAds\Api;
use FacebookAds\Logger\CurlLogger;

$access_token = '<ACCESS_TOKEN>';
$app_secret = '<APP_SECRET>';
$app_id = '<APP_ID>';
$id = '<AD_ACCOUNT_ID>';

$api = Api::init($app_id, $app_secret, $access_token);
$api->setLogger(new CurlLogger());

$fields = array(
);
$params = array(
  'name' => 'Video Views campaign',
  'objective' => 'OUTCOME_ENGAGEMENT',
  'status' => 'PAUSED',
  'special_ad_categories' => array(),
);
echo json_encode((new AdAccount($id))->createCampaign(
  $fields,
  $params
)->exportAllData(), JSON_PRETTY_PRINT);
Open In Graph API Explorer
from facebook_business.adobjects.adaccount import AdAccount
from facebook_business.adobjects.campaign import Campaign
from facebook_business.api import FacebookAdsApi

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_ACCOUNT_ID>'
FacebookAdsApi.init(access_token=access_token)

fields = [
]
params = {
  'name': 'Video Views campaign',
  'objective': 'OUTCOME_ENGAGEMENT',
  'status': 'PAUSED',
  'special_ad_categories': [],
}
print AdAccount(id).create_campaign(
  fields=fields,
  params=params,
)
Open In Graph API Explorer
import com.facebook.ads.sdk.*;
import java.io.File;
import java.util.Arrays;

public class SAMPLE_CODE_EXAMPLE {
  public static void main (String args[]) throws APIException {

    String access_token = \"<ACCESS_TOKEN>\";
    String app_secret = \"<APP_SECRET>\";
    String app_id = \"<APP_ID>\";
    String id = \"<AD_ACCOUNT_ID>\";
    APIContext context = new APIContext(access_token).enableDebug(true);

    new AdAccount(id, context).createCampaign()
      .setName(\"Video Views campaign\")
      .setObjective(Campaign.EnumObjective.VALUE_OUTCOME_ENGAGEMENT)
      .setStatus(Campaign.EnumStatus.VALUE_PAUSED)
      .setParam(\"special_ad_categories\", \"[]\")
      .execute();

  }
}
Open In Graph API Explorer
require 'facebook_ads'

access_token = '<ACCESS_TOKEN>'
app_secret = '<APP_SECRET>'
app_id = '<APP_ID>'
id = '<AD_ACCOUNT_ID>'

FacebookAds.configure do |config|
  config.access_token = access_token
  config.app_secret = app_secret
end

ad_account = FacebookAds::AdAccount.get(id)
campaigns = ad_account.campaigns.create({
    name: 'Video Views campaign',
    objective: 'OUTCOME_ENGAGEMENT',
    status: 'PAUSED',
    special_ad_categories: [],
})
Open In Graph API Explorer

A continuación, establece el campo bid_info de la puja de CPA para reproducciones de vídeo en el conjunto de anuncios:

use FacebookAds\Object\AdSet;
use FacebookAds\Object\Fields\AdSetFields;
use FacebookAds\Object\Fields\TargetingFields;
use FacebookAds\Object\Targeting;
use FacebookAds\Object\Values\AdSetBillingEventValues;
use FacebookAds\Object\Values\AdSetOptimizationGoalValues;

$adset = new AdSet(null, 'act_<AD_ACCOUNT_ID>');
$adset->setData(array(
  AdSetFields::NAME => 'A CPV Ad Set',
  AdSetFields::CAMPAIGN_ID => <CAMPAIGN_ID>,
  AdSetFields::DAILY_BUDGET => 500,
  AdSetFields::START_TIME =>
    (new \DateTime("+1 week"))->format(\DateTime::ISO8601),
  AdSetFields::END_TIME =>
    (new \DateTime("+2 week"))->format(\DateTime::ISO8601),
  AdSetFields::BILLING_EVENT => AdSetBillingEventValues::VIDEO_VIEWS,
  AdSetFields::OPTIMIZATION_GOAL => AdSetOptimizationGoalValues::VIDEO_VIEWS,
  AdSetFields::BID_AMOUNT => 100,
  AdSetFields::TARGETING => (new Targeting())->setData(array(
    TargetingFields::GEO_LOCATIONS => array(
      'countries' => array(
        'US',
      ),
    ),
    TargetingFields::PUBLISHER_PLATFORMS => array('facebook'),
    TargetingFields::DEVICE_PLATFORMS => array('mobile'),
  )),
));

$adset->create(array(
  AdSet::STATUS_PARAM_NAME => AdSet::STATUS_PAUSED,
));
import time
from facebookads.adobjects.adset import AdSet

adset = AdSet(parent_id='act_<AD_ACCOUNT_ID>')
adset.update({
    AdSet.Field.name: 'A CPV Ad Set',
    AdSet.Field.campaign_id: <CAMPAIGN_ID>,
    AdSet.Field.daily_budget: 500,
    AdSet.Field.start_time: int(time.time()),
    AdSet.Field.end_time: int(time.time() + 100000),
    AdSet.Field.optimization_goal: AdSet.OptimizationGoal.video_views,
    AdSet.Field.billing_event: AdSet.BillingEvent.video_views,
    AdSet.Field.bid_amount: 100,
    AdSet.Field.targeting: {
        'geo_locations': {
            'countries': ['US'],
        },
        Targeting.Field.publisher_platforms: ['facebook'],
        Targeting.Field.device_platforms: ['mobile'],
    },
})

adset.remote_create(params={
    'status': AdSet.Status.paused,
})
AdSet adSet = new AdAccount(act_<AD_ACCOUNT_ID>, context).createAdSet()
  .setName("A CPV Ad Set")
  .setCampaignId(<CAMPAIGN_ID>)
  .setDailyBudget(500L)
  .setStartTime(start_time)
  .setEndTime(end_time)
  .setBillingEvent(AdSet.EnumBillingEvent.VALUE_VIDEO_VIEWS)
  .setOptimizationGoal(AdSet.EnumOptimizationGoal.VALUE_VIDEO_VIEWS)
  .setBidAmount(100L)
  .setTargeting(
    new Targeting()
      .setFieldDevicePlatforms(Arrays.asList(Targeting.EnumDevicePlatforms.VALUE_MOBILE))
      .setFieldGeoLocations(
        new TargetingGeoLocation()
          .setFieldCountries(Arrays.asList("US"))
      )
      .setFieldPublisherPlatforms(Arrays.asList("facebook"))
  )
  .setStatus(AdSet.EnumStatus.VALUE_PAUSED)
  .execute();
String ad_set_id = adSet.getId();
curl \
  -F 'name=A CPV Ad Set' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'daily_budget=500' \
  -F 'start_time=2018-02-06T04:45:29+0000' \
  -F 'end_time=2018-02-13T04:45:29+0000' \
  -F 'billing_event=VIDEO_VIEWS' \
  -F 'optimization_goal=VIDEO_VIEWS' \
  -F 'bid_amount=100' \
  -F 'targeting={ 
    "device_platforms": ["mobile"], 
    "geo_locations": {"countries":["US"]}, 
    "publisher_platforms": ["facebook"] 
  }' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v2.11/act_<AD_ACCOUNT_ID>/adsets