Facebook and Instagram features in Search Ads 360

Last updated April 2, 2019

Search Ads 360 can report metrics and conversions for Facebook and Instagram. Search Ads 360 does not create, edit, or pause campaigns, change bids or make other types of changes. However, some Facebook Marketing Partners can send Floodlight conversion data to Facebook/Instagram, which can then be used for bidding decisions. Contact your Facebook Marketing Partner for more information.

Supported features

Facebook Marketing Partners

To facilitate the process of collecting performance data from Facebook, Search Ads 360 is integrated with the following Facebook Marketing Partners:

4C Insights 4C Insights
Smartly.io Smartly.io
SprinklrSprinklr

Coming soon:
Brand Networks   Brand Network

If you don't use one of the supported Facebook Marketing Partners, you can still report on Facebook and Instagram, but collecting performance data may require manual steps on your part.

Reporting

  • Floodlight conversions
  • Performance metrics  (such as clicks, impressions, and cost)
  • Engagement metrics

Performance and engagement metrics must be downloaded from Facebook/Instagram and imported into Search Ads 360. Some Facebook Marketing Partners can automatically download and import these metrics.

Ads

With a Facebook Marketing Partner

If your Facebook engine account accesses data through one of the supported Facebook Marketing Partners, the types of ads supported in Search Ads 360 depend on the partner. Contact your Facebook Marketing Partner for more information.

Without a Facebook Marketing Partner

The table below lists the types of Facebook and Instagram ads, and indicates if Search Ads 360 and Campaign Manager can report on them if you aren't using a Facebook Marketing Partner.

Ad type
 
Performance and
engagement
metrics
Click tracking View tracking
With targeting Without targeting With targeting Without targeting
Image Yes Yes Yes No Yes
Video Yes Yes Yes No Yes
Carousel Yes Yes 
Can't report on specific images
Yes 
Can't report on specific images
No Yes 
Can't report on specific images
Slideshow Yes Yes Yes No Yes
Links Yes Yes Yes No Yes
Lead ad Yes No Yes No Yes
Facebook post 
(Photo, Video, Text, Canvas, Page Likes, Event response)
 
Yes No Yes No Yes
News feed (Facebook) Yes No Yes No Yes
Canvas Yes No No No No
Collection (Facebook) Yes No No No No
Dynamic ad (Facebook) Yes No No No No
Offer Ads Yes No No No No

 

Facebook properties in which click tracking is supported

The following Facebook properties support click tracking as described in the table above:

  • Desktop web site or mobile web site
    If a user clicks an ad in the Facebook web site on a desktop or mobile device, Floodlight tags on the landing page can report a conversion.
  • WebViews launched from the Facebook app
    If a user clicks an ad in the Facebook app, Floodlight tags on the landing page can report a conversion if the landing page is in a WebView.

    If the landing page is outside the Facebook app, Floodlight cannot report a conversion.

Other types of Facebook/Instagram ads

If you're using ad types that aren't listed in the table above, use these general guidelines to determine if Search Ads 360 and Campaign Manager can report on them if you aren't using a Facebook Marketing Partner with Facebook:
Click tracking and view tracking can be used on any type of website or mobile ad format that includes a "Link URL" field. These types of ads are usually in campaigns with “website clicks” and “website conversions” objectives.

Remarketing

Search Ads 360 can build lists of customers who click your search ads and Facebook/Instagram ads. Once the lists contain enough users to satisfy engine requirements, you can use the engines or Display & Video 360 to re-engage your customers on search, social, or display channels. Learn more about cross-channel remarketing in Search Ads 360.

Next steps

Create a Facebook/Instagram engine account in Search Ads 360.

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