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Creating Ads

Meta Ads Manager app allows you to create and manage your ads on the go using your mobile devices.

Before you begin

You can't save ad drafts in Ads Manager app.

Create an ad using Ads Manager app

To create an ad:

  1. Open Ads Manager app.
  2. Tap the + icon at the top of the app.
  3. Select an ad objective.

    You can also tap Create from existing to duplicate an ad and its ad set to edit.

  4. (Optional) Tap Campaign name to choose a name.
  5. Tap Budget to edit your Daily or Lifetime budget and choose your Bid strategy.
  6. Tap Next.
  7. Tap Conversion to select your conversion location.
    Conversion location options depend on your ad objective.
  8. Tap Schedule to set an end date for your ad.
  9. (Optional) Tap Audience to define your audience by including or excluding Locations, adding Detailed targeting, setting a Minimum age and Maximum age and adding Languages.
  10. (Optional) Tap Placements if you want to choose Manual placements.
  11. Tap Next.
  12. Tap Identity to select your Facebook Page and Instagram account.
  13. Tap Ad setup to choose to Create ad (then choose a Format) or Use existing post.
  14. Tap Ad creative to design your ad and Preview ad.
  15. Tap Review to see an Ad preview and see your selections. You can make edits.
  16. When you’re ready, tap Publish.

You have created an ad which will publish after review.

Learn more

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Choosing your Audience

Create and save a new audience

To create and save a new audience:
  1. Create a new ad.
  2. In the Audiences section, tap Create a new audience.
  3. Select the audience details and tap in the top right.
  4. Now, when you create or edit campaigns, you can choose this saved audience from the Audiences section or any other audiences you've saved for previous campaigns.
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Budgeting

The Meta Ads Manager app allows you to adjust your ad budget on the go.

To edit your ad budget:

  1. Tap Options in the top right of any ad, ad set or campaign.
  2. Select Edit.

  3. Tap Edit next to Budget and schedule to edit your ad budget.

    You can change the amount of money spent per day.

  4. Tap Edit optimisation and delivery to choose a bid strategy, then tap Done.

You have adjusted your ad budget.

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Managing Ads

The Meta Ads Manager app enables you to edit ads on the go.

Edit your ads in the Ads Manager app

To edit your ads:

  1. Open Ads Manager app.
  2. Tap More options in the top right of any ad, ad set or campaign you want to edit.
  3. Select Edit.
  4. Select Edit to change your:
    • Budget. Edit your Daily or Lifetime budget and choose your Bid strategy.
    • Schedule. Set an end date for your ad.
    • Audience. Define your audience by including or excluding Locations, adding Detailed targeting, setting a Minimum age and Maximum age and adding Languages.
    • Placements. Choose Manual placements to remove some placements.
  5. Tap Publish.

You have edited your ads.

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You can turn campaigns, ad sets or ads on or off at any time.

Before you begin

  • Turning off a campaign, ad set or ad doesn't delete it.
  • Turning off a campaign turns off any ad set or ad in that campaign.
  • If you can't turn your campaign, ad set or ad on again, try reseting your account spending limit or updating your payment information.

Turn a campaign, ad set or ad on or off

To turn a campaign, ad set or ad on or off:

  1. Tap the Campaign, Ad set or Ad you want to edit.
  2. Tap the toggle to change the status (for example, Active, Off, In review).
    • Blue means the ad is on.
    • Gray means the ad is off.
  3. (Optional) To delete your ad, select . Only do this if you don't need to turn the ad on again or duplicate it in future.
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Payments

The Meta Ads Manager app lets you manage ads on the go and get notifications about important events.

To manage your billing and payments:

  1. Tap Settings gear at the top left of the app.
  2. Tap Billing and payments.
  3. Use:
    • Payment methods to add, remove or edit payment information, such as Debit or credit card and Ad credit details.
    • Payment activity to see statements, recent and pending charges.
    • Business info to change your business name, address and other details.
    • Get payment support to set a payment threshold for how often you are billed.

Learn more

  • Troubleshoot payment issues in Billing and payments
  • Troubleshoot a restricted account
  • About advertising restrictions
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    Results

    Ads Manager and the metrics within it are important in helping you track the performance of your ads, ad sets and campaigns. To help you understand how metrics are calculated and which metrics are new or being tested, you may see metrics labeled as estimated or in development. This article provides an overview of what these metric labels mean and guidance on how to use these types of metrics for planning or decision making for your business.

    Identifying which metrics are estimated or in development

    When you hover over the name of a column in Ads Manager, you'll see more information with the definition of the metric represented in the column (Overview), details on how the metric is calculated, as well as recommendations on how to use the metric (Details), and any related resources for the metric (Related). Below the definition, you'll be able to see if the metric is labeled as estimated or in development. Click on the label to learn more about each type of metric.

    Let's take a look at what estimated an in development metrics are and how to use them.

    Estimated metrics

    Estimated metrics are calculated using sampling or modeling. These types of metrics are helpful because they can provide insights for outcomes that may be hard to precisely measure, such as the number of unique people your campaign reached or the estimated ad recall lift of your ad. These metrics are meant to provide directional insights into the value of your marketing results and can factor into strategic planning for your business.

    To help you measure the value of your advertising in near real time, we often use sampling methods to look at a portion of the data that is a good representation of the larger population included in the entire set of data. Sampling allows us to calculate metrics quickly with a high level of accuracy that may otherwise take a long time or be difficult to calculate. People-based metrics, which can help you understand your campaign's performance based on the people who use the Facebook family of apps and services, are sampled because of the large amount of data it requires to calculate these metrics quickly.

    We also use sophisticated models that leverage a range of data to provide you with valuable information you may not get elsewhere. For example, Estimated Ad Recall Lift uses a machine learning model to estimate the number of additional people who would remember seeing your ad when asked within 2 days. This machine learning model is trained on real polling responses from similar campaigns and leverages high-intent signals, such as people's interactions with your ads. These models and algorithms may evolve based on factors such as changes in user behavior or advertiser need.

    Similar to metrics, breakdowns in Ads Manager are also estimated to provide dimensions, including Age, Gender and Placement, quickly. With this information, you can gain insights into your audience and actions taken on your ads that may otherwise be hard to precisely quantify.

    All estimated metrics and breakdowns in Ads Manager are reported based on your campaign's actual performance. You may also notice estimated metrics while you're first setting up a campaign, such as estimated daily reach. These estimations are different, as they're based on the potential reach or results of your ads depending on the targeting and delivery criteria you've selected, and they don't represent actual results.

    How to use estimated metrics:

    • Use for directional insights
    • Use to gauge advertising performance
    • Factor into strategic planning and business decisions
    • Compare historical campaign performance, unless we've specified that the model or sampling algorithm has changed (in which case the data may not be comparable to previous campaigns)

    Keep in mind that estimated metrics may evolve as we gather more data, or as we improve our sampling or modeling. You may see a notification at the top of Ads Manager providing additional details if there are any updates to estimated metrics.

    See a comprehensive list of metrics that are labeled as estimated.

    In development metrics

    In development metrics are still being tested and may change as we improve our methodologies. We encourage you to use these metrics for directional guidance, but recommend that you use caution when using them for historical comparisons or strategic planning.

    We frequently launch new features for ads that may require new, innovative metrics that are still being tested to determine how to best offer insights on the feature. New metrics are typically in development for the first 60 days. However, certain metrics can be in development for longer while we collect information and make adjustments.

    Once testing is complete and a metric's calculation is established, the metric will no longer be labeled as in development. You shouldn't expect to see a notification if there are any updates to in development metrics.

    How to use in development metrics:

    • Use for directional insights
    • Use to gauge advertising performance
    • Do not use for historical comparison
    • Do not factor into strategic planning

    See the comprehensive list of metrics that are labeled as in development.

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    Troubleshooting

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