Shops ads

Updated: Jun 16, 2026

Shops ads is an additive enhancement to your website-traffic campaigns. Buyers discover products and build their carts on Facebook and Instagram, and the final checkout happens on your own website (offsite checkout). Your website checkout keeps your payment integrations, cross-sell and up-sell tools, and brand content. Meta routes people to either your website or your shop, depending on where it expects better performance.

Before you begin

To create a product catalog sale or conversion ad using a Website or Shop destination, you will need:

• A shop using offsite checkout with in-app browser (IAB).
• A Facebook Page or Instagram account connected to your shop.
• A catalog connected to your shop. See the Catalog Fields documentation for the required fields for commerce and ads.
• Commerce eligibility for Shops ads.

Step 1: Create a campaign

Start by creating your ad campaign with a POST request to /act_{ad_account_id}/campaigns.

At this level, you must set your advertising goal through the objective field. New Shops ads campaigns use the Outcome-Driven Ad Experience (ODAX) objective OUTCOME_SALES. There are two ways to set up the campaign:

• Catalog-based: set the promoted_object to a product catalog ID. The product catalog must be connected to a shop with offsite checkout enabled to be eligible for Shops ads.
• Pixel-based: the promoted_object field is not required at the campaign level.

Example of creating a catalog-based campaign with the OUTCOME_SALES objective:

curl \
  -F 'name=Shops Ads Campaign' \
  -F 'objective=OUTCOME_SALES' \
  -F 'promoted_object={"product_catalog_id":"<PRODUCT_CATALOG_ID>"}' \
  -F 'status=PAUSED' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/campaigns

Example of creating a pixel-based campaign with the OUTCOME_SALES objective:

curl \
  -F 'name=Shops Ads Campaign' \
  -F 'objective=OUTCOME_SALES' \
  -F 'status=PAUSED' \
  -F 'special_ad_categories=[]' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/campaigns

Step 2: Create an ad set

For Shops ads, you must specify the destination type as WEBSITE for your ad set.

• If the objective of the campaign is set up as catalog-based, you must provide a product set ID in promoted_object to promote products from that product set.
• If the campaign is set up as pixel-based, define your promoted_object to be a commerce account with offsite checkout enabled.

Other requirements for Shops ads:

• Shops ads supports the following conversion events (CUSTOM_EVENT_TYPE) in the product set (for catalog-based campaigns) or in the Meta Pixel (for pixel-based campaigns): ADD_TO_WISHLIST, ADD_TO_CART, INITIATE_CHECKOUT, PURCHASE, and VIEW_CONTENT.
• Shops ads supports two values for optimization_goal: OFFSITE_CONVERSIONS (optimize for offsite conversions) and VALUE (optimize for the maximum total purchase value within the attribution window).
• For Shops ads to be delivered to the shop, targeting must include audiences in countries listed in the shop's offsite_iab_checkout_enabled_countries. Check this field for each shop and target those countries in your ad set.
• For Shops ads to be delivered to the shop, the placement must include at least one platform with offsite checkout support (currently, Facebook and Instagram).

Example of creating a catalog-based Shops ads ad set that is billed on IMPRESSIONS:

curl \
  -F 'name=Shops Ads Adset' \
  -F 'bid_amount=3000' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'daily_budget=15000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={"geo_locations": {"countries":["US"]} }' \
  -F 'destination_type=WEBSITE' \
  -F 'promoted_object={"product_set_id":"<PRODUCT_SET_ID>","custom_event_type": "PURCHASE"}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsets

Example of creating a pixel-based Shops ads ad set that is billed on IMPRESSIONS:

curl \
  -F 'name=Shops Ads Adset' \
  -F 'bid_amount=3000' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'daily_budget=15000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={"geo_locations": {"countries":["US"]}​}' \
  -F 'destination_type=WEBSITE' \
  -F 'promoted_object={"pixel_id":"<PIXEL_ID>","custom_event_type": "PURCHASE"}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsets

Step 3: Provide a creative

For Shops ads, set the destination_spec field to a destination_type of WEBSITE_AND_SHOP on your creative. This lets Meta route people to your website or your shop, depending on what is more likely to lead to a purchase.

With Shops ads ad sets, you can create:

• Carousel ads
• Image/video ads (only for pixel-based campaigns)
• Ads with Advantage+ creative for catalog

Shops ads does not support the following:

• Image/video ad formats for catalog-based campaigns
• Collection ad formats
• Calls to action set to messaging a Page, Instagram, or WhatsApp
• Destinations set to an app, event, or Instant Experiences for pixel-based campaigns

Carousel ads or image/video ads

You can create a carousel ad just like non-Shops ads. For pixel-based campaigns, you can also create an image/video ad.

The page_id and/or instagram_user_id specified in object_story_spec must have at least one shop belonging to the commerce account you chose to promote in your ad set or the catalog you chose to promote in your campaign. They must also be connected to the same commerce account.

Set the following fields on the creative:

• destination_spec: set destination_type to WEBSITE_AND_SHOP.
• asset_feed_spec > onsite_destinations: the shop destination Meta can route people to when it expects better performance. Set one of the following:

Field	Description
storefront_shop_id	A shop storefront page. The shop must belong to the commerce account you promote in your ad set.
shop_collection_product_set_id	A product set. The product set must belong to the catalog of the commerce account you promote in your ad set and must contain at least one visible, in-stock product.
details_page_product_id	A specific product. The product must belong to the catalog of the commerce account you promote in your ad set.

Example onsite_destinations set to a shop storefront page:

{  
  "onsite_destinations": [  
    {  
      "storefront_shop_id": "<SHOP_STOREFRONT_ID>"  
    }  
  ]  
}

Example onsite_destinations set to a product set:

{  
  "onsite_destinations": [  
    {  
      "shop_collection_product_set_id": "<PRODUCT_SET_ID>"  
    }  
  ]  
}

Example onsite_destinations set to a specific product:

{  
  "onsite_destinations": [  
    {  
      "details_page_product_id": "<PRODUCT_ID>"  
    }  
  ]  
}

Example of a creative for an image ad:

curl \
  -F 'name=Sample Creative' \
  -F 'destination_spec={
    "destination_type": "WEBSITE_AND_SHOP"
  }' \
  -F 'asset_feed_spec= {
        "onsite_destinations": [
          {
            "storefront_shop_id": "<SHOP_STOREFRONT_ID>"
          }
        ]
      }' \
  -F 'object_story_spec={
    "link_data": {
      "image_hash": "<IMAGE_HASH>",
      "link": "<OFFSITE_LANDING_URL>",
      "call_to_action": {
        "type": "SHOP_NOW"
      },
      "message": "try it out"
    },
    "page_id": "<PAGE_ID>",
    "instagram_user_id" : "<IG_USER_ID>"
  }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreatives

Advantage+ creative for catalog

Shops ads also supports Advantage+ creative for catalog. This feature displays different formats and ad creatives to different Account Center accounts based on what they are most likely to respond to.

You can follow the instructions in Advantage+ Creative for Catalog - Step 3: Provide Ad Creative to set up your creative.

The page_id and/or instagram_user_id specified in object_story_spec must have at least one shop belonging to the commerce account you chose to promote in your ad set or the catalog you chose to promote in your campaign. They must also be connected to the same commerce account.

For the product set in the creative:

• For a catalog-based campaign, the product set you choose must belong to the catalog you set in your campaign and must be the same as the product set you choose to promote in your ad set.
• For a pixel-based campaign, the product set you choose must belong to the catalog of the commerce account you choose to promote in your ad set.

Example of an Advantage+ creative for catalog:

curl \
  -F 'name=Sample Creative' \
  -F 'product_set_id="<PRODUCT_SET_ID>"' \
  -F 'destination_spec={
    "destination_type": "WEBSITE_AND_SHOP"
  }' \
  -F 'asset_feed_spec= {
    "optimization_type":"FORMAT_AUTOMATION",
    "ad_formats": ["CAROUSEL", "COLLECTION"],
    "images": [{"hash": "<CUSTOMIZED_IMAGE_HASH>"}],
    "descriptions": [{"text": "{​{product.description}​}"}, {"text": "From {​{product.current_price}​}"}]
    }' \
  -F 'object_story_spec={
    "template_data": {
      "call_to_action":  {
            "type": "SHOP_NOW"
          },
      "link": "<OFFSITE_LANDING_URL>",
      "multi_share_end_card": false,
      "name": "{​{product.name}​}"
    },
    "page_id": "<PAGE_ID>",
    "instagram_user_id" : "<IG_USER_ID>"
  }' \
  -F 'degrees_of_freedom_spec={
      "creative_features_spec": {
        "standard_enhancements": {
          "enroll_status": "OPT_OUT"
        }
      }
    }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreatives

Step 4: Create an ad

Create an ad that references an ad creative.

curl \
  -F 'status=PAUSED' \
  -F 'name=Test' \
  -F 'adset_id=<ADSET_ID>' \
  -F 'creative={
       "creative_id": "<CREATIVE_ID>"
    }' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/ads

Shops ads with Advantage+ shopping campaigns

Shops ads works together with Advantage+ shopping campaigns.

To create an Advantage+ shopping campaign with Shops ads, follow the steps in Advantage+ Shopping Campaigns - Step 2: Create Campaign to create a campaign first.

When creating an ad set for Advantage+ shopping campaigns with Shops ads, similar to Shops ads alone, set the destination_type to WEBSITE and specify your commerce account in promoted_object.

curl \
  -F 'name=Advantage+ Shopping Adset' \
  -F 'bid_amount=3000' \
  -F 'billing_event=IMPRESSIONS' \
  -F 'daily_budget=15000' \
  -F 'campaign_id=<CAMPAIGN_ID>' \
  -F 'targeting={"geo_locations": {"countries":["US"]}​}' \
  -F 'destination_type=WEBSITE' \
  -F 'promoted_object={"pixel_id":"<PIXEL_ID>","custom_event_type": "PURCHASE"}' \
  -F 'status=PAUSED' \
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsets

See Cross-Channel Conversion Optimization for Advantage+ Shopping Campaigns for more information.

When creating a creative and an ad for Advantage+ shopping campaigns with Shops ads, the spec is the same as Shops ads alone. See Step 3: Provide a creative above for more detail.

Commerce eligibility for Shops ads

To get the relevant IDs for Shops ads, you need to request the catalog_management permission from your client.

To create Shops ads for a Page, the shop has to use offsite checkout. A shop can be used as a destination when it has the following properties:

• A cta of OFFSITE_IAB_CHECKOUT
• At least one country in offsite_iab_checkout_enabled_countries

Check eligibility with the following request:

curl -i -X GET \
  "https://graph.facebook.com/v25.0/<PAGE_ID>/commerce_merchant_settings?fields=id,shops{id,fb_sales_channel},cta,offsite_iab_checkout_enabled_countries&access_token=<PAGE_ACCESS_TOKEN>"

Sample Response

{  
  "data": [  
    {  
      "id": "<COMMERCE_ACCOUNT_ID>",  
      "shops": {  
        "data": [  
          {  
            "id": "<SHOP_ID>",  
            "fb_sales_channel": {  
              "status": "ENABLED",  
              "fb_page": {  
                "name": "Page 1",  
                "id": "<PAGE_ID>"  
              }  
            }  
          }  
        ]  
      },  
      "cta": "OFFSITE_IAB_CHECKOUT",  
      "offsite_iab_checkout_enabled_countries": [  
        "US"  
      ]  
    }  
  ]  
}

A shop's cta can change from ONSITE_CHECKOUT to OFFSITE_IAB_CHECKOUT, but not the other way around. A shop can become ineligible and move from OFFSITE_IAB_CHECKOUT to other CTAs, such as OFFSITE_LINK.

Get commerce IDs for creating Shops ads

To create a Shops ad for a Page, you need:

• Commerce Account ID (for Step 2: Create an ad set)
• Catalog ID (for Step 1: Create a campaign)
• Product set ID (for Step 2: Create an ad set)
• Shop ID (for Carousel ads or image/video ads)
• Product ID (for Carousel ads or image/video ads)

You can get the Commerce Account ID and Shop ID by running the previous query.

curl -i -X GET \
  "https://graph.facebook.com/v25.0/<PAGE_ID>/commerce_merchant_settings?fields=id,shops{id,fb_sales_channel{fb_page{id,name}​}}&access_token=<PAGE_ACCESS_TOKEN>"

A commerce account might have multiple shops. You need to get the one with the Page you want to create Shops ads with.

For catalog ID, product set ID, and product ID:

curl -i -X GET \
  "https://graph.facebook.com/v25.0/<PAGE_ID>/commerce_merchant_settings?fields=id,product_catalogs{id,product_sets}&access_token=<PAGE_ACCESS_TOKEN>"

Sample Response

{  
  "id": "<COMMERCE_ACCOUNT_ID>",  
  "product_catalogs": {  
    "data": [  
      {  
        "id": "<PRODUCT_CATALOG_ID>",  
        "product_sets": {  
          "data": [  
            {  
              "id": "<PRODUCT_SET_ID>",  
              "name": "Product Set 1",  
              "filter": "{\"product_item_id\":{\"is_any\":[]}​}"  
            }  
          ]  
        }  
      }  
    ]  
  }  
}