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 lead to an increase in conversions.
Here are the top value drivers that resonate with advertisers:
Cross-channel conversion optimization enhances conversions from both your website and app (iOS+ Android) in a single campaign. If an impression leads to a website conversion or an in-app conversion, or both, the product counts all the conversions as optimized events.
Cross-channel conversion optimization only supports the CONVERSIONS
objective.
Cross-channel conversion optimization supports the following events:
PURCHASE
COMPLETE_REGISTRATION
ADD_PAYMENT_INFO
ADD_TO_CART
INITIATED_CHECKOUT
SEARCH
CONTENT_VIEW
LEAD
ADD_TO_WISHLIST
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With or without campaign budget optimization (CBO), cross-channel conversion optimization only supports these bid strategies:
LOWEST_COST_WITHOUT_CAP
LOWEST_COST_WITH_BID_CAP
Cross-channel conversion optimization is available for all Instagram and Facebook placements, including Automatic Placements. Exceptions: Audience Network, Messenger, Facebook Instant Article, and Placement Asset Customization.
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Optimize the delivery of your ads based on an offsite conversions goal, such as OFFSITE_CONVERSIONS
, if you configure your pixel to send offsite conversions.
To use cross-channel conversion optimization, set the following fields to their respective values:
OFFSITE_CONVERSIONS
.IMPRESSIONS
.We’ve introduced a new field, omnichannel_object
, in the Ad Set
.
For omnichannel object validation:
custom_event_type
fields in the app and pixel must be of the same event. app
list<AppPromotedObject>
App-promoted objects associated with this omnichannel object.
application_id
—Type: string. Application ID being promoted.object_store_urls
—Type: list<string>
. List of object store URLs associated with application_id
(Play Store and/or iTunes).custom_event_type
—Type: Event enum. Event that will be optimized.For app-promoted object validation:
All object_store_urls
mustbe associated with that application. You can configure this on developers.facebook.com
under your application settings.
custom_event_type
mustbe one of those supported events
.
pixel
list<PixelPromotedObject>
Pixel-promoted objects associated with this omnichannel object.
pixel_id
—Type: string. Pixel ID being promoted.pixel_rule
—Type: JSON. Optional. Pixel custom conversion rule.custom_event_type
—Type: Event enum. Event that will be optimized. For app-promoted object validation, custom_event_type
mustbe one of those supported events
.{ daily_budget: 20000, optimization_goal: CONVERSIONS, promoted_object: { omnichannel_object: { app: [ { 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, custom_event_type: PURCHASE }, ], } } }
You can select the desired destination where advertisers want users to land when they click their ad — from a desktop or app. Advertisers are required to insert the corresponding links — website, iOS app deep link, or Android app deep link given the chosen destination option. Learn more about product deep links .
Field | Type | Description |
---|---|---|
|
Creative spec |
Required for create. The ID or creative spec of the ad creative is to be used by this ad. Learn more about ad creatives . or creative spec as follows: { "creative": { "name": "", "applink_treatment": "" "object_story_spec": , "omnichannel_link_spec": } } |
|
List of tracking spec |
Required tracking spec for conversion tracking. For ad validation, see the required specs below and respective example. |
For ad validation:
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 |
---|---|
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] } |
{ "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] } ] }
We've introduced a new field, omnichannel_link_spec
, in Creative.
web
Web configuration
Pixel-promoted objects associated with this omnichannel object.
url
—Type: 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
—Type: string. Website that the user lands on via the browser. For web valiation, application_id
must be consistent as the application_id
in omnichannel_object
within promoted_object
.platform_specs
—Type: JSON. Landing destination configuration per the platform. 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
—Type: 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
—Type: 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
—Type: 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
—Type: string. Deep link to open the app. Learn more about product deep links
.{ "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_actor_id": "", "page_id": "", "link_data": { "call_to_action": { "type": "LEARN_MORE", }, "link": web_url, "message": "Purchase now!", "name": "Sample creative" } }, "object_type": "SHARE" }