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Video and Carousel Ads
Updated: Jun 28, 2026
You can create, measure, and optimize video and carousel ads on Facebook through the API. See Facebook for Business, Carousel Ads. For supported video formats for ads, see Advertiser Help Center, Videos.
Limitations
- The
video_idmust be associated with the ad account.
Video ads
To create a video ad in a VIDEO_VIEWS objective and optimize the bid for reach, follow these steps:
- Step 1: Provide ad creatives
- Step 2: Create ad campaign
- Step 3: Create an ad set
- Step 4: Create an ad
Step 1: Provide ad creatives
Create a video ad using an existing video ID and a video uploaded to Facebook.
You need:
pages_read_engagementandads_managementpermissions- a video uploaded to either the
act_{ad-account-id}/advideosendpoint
curl \
-F 'name=Sample Creative' \
-F 'object_story_spec={
"page_id": "<PAGE_ID>",
"video_data": {"image_url":"<THUMBNAIL_URL>","video_id":"<VIDEO_ID>"}
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesStep 2: Create ad campaign
Set objective to 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/v25.0/act_<AD_ACCOUNT_ID>/campaignsSee Reference: Campaign, AdObjectives in PHP and AdObjectives in Python.
Step 3: Create an ad set
If your goal is lowest cost-per-view possible, pair the video view campaign objective with an ad set's optimization_goal=THRUPLAY. You can set bidding_event to IMPRESSIONS or THRUPLAY, to pay per impression or per video view. See CPV bidding.
curl \
-F 'name=A CPV Ad Set' \
-F 'campaign_id=<CAMPAIGN_ID>' \
-F 'daily_budget=500' \
-F 'start_time=2024-05-06T04:45:29+0000' \
-F 'end_time=2024-06-06T04:45:29+0000' \
-F 'billing_event=THRUPLAY' \
-F 'optimization_goal=THRUPLAY' \
-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/v25.0/act_<AD_ACCOUNT_ID>/adsetsCost-per-view rates are lower for ad sets with optimization_goal=THRUPLAY compared to CPVs from Reach and Frequency buying optimized for video views. The end date must be in the future. See Reference: Ad Set.
Step 4: Create an ad
Use the existing ad set and ad creative:
curl -X POST \
-F 'name="My Ad"' \
-F 'adset_id="<AD_SET_ID>"' \
-F 'creative={
"creative_id": "<CREATIVE_ID>"
}' \
-F 'status="PAUSED"' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsWhen a campaign objective is VIDEO_VIEWS, by default the ad gets the right tracking specs which define actions tracked for an ad. For example, video views:
{'action.type':'video_view','post':'POST_ID','post.wall':'PAGE_ID'}See Ads Manager: My Campaigns and Reference: Ad.
Example brand awareness
To create a video ad for brand awareness, see brand awareness blog.
Example reach and frequency
To extend the reach of a video to more people, use the video view campaign objective with Reach and Frequency. You need to create a prediction, reserve it, and assign it to your ad set.
Follow the video view creation, but apply Reach and Frequency to your ad set. Specify these additional parameters:
-F "rf_prediction_id=<RESERVATION_ID>" \Video for direct response
To encourage people to move from awareness to action, see Video Creative in the Carousel Format.
- Reach people who watched a video. From awareness to affinity and consideration. See remarketing.
- Engage with brand and products. Add a call-to-action to visit a specific page on your website. See call to action.
Remarketing
Video ads remarketing provides support for advertisers to target certain custom audiences from organic or paid videos on both Facebook and Instagram. Use this feature to target people who have already viewed a video with additional ads, such as ads that promote related products. See Research: Creative Combinations that Work.
You need advertiser permission for the Page containing a video to create an audience for that video.
For the audience, set subtype=ENGAGEMENT. Then write rules for the audience you want to create. Each rule has an object_id, such as video ID, and event_name. The event_name is one of:
video_watched: the number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.video_completed: the number of times your video was watched at 95% of its length, including watches that skipped to this point.video_view_10s: the number of times your video was watched for an aggregate of at least 10 seconds, or for nearly its total length, whichever happened first.video_view_15s: the number of times your video was watched for an aggregate of at least 15 seconds, or for nearly its total length, whichever happened first.video_view_25_percent: the number of times your video was watched at 25% of its length, including watches that skipped to this point.video_view_50_percent: the number of times your video was watched at 50% of its length, including watches that skipped to this point.video_view_75_percent: the number of times your video was watched at 75% of its length, including watches that skipped to this point.
You can combine videos to create an audience based on various videos and actions. For example, an audience could contain 3 second views from video A, and completes from video B and C.
This creates an audience from the past 14 days of 3s+ video viewers of video 1 and completed video viewers of video 2. The audience also autofills for viewers prior to audience creation with prefill=true.
curl \
-F 'name=Video Ads Engagement Audience' \
-F 'subtype=ENGAGEMENT' \
-F 'description=Users who watched my video' \
-F 'prefill=1' \
-F 'rule=[
{"object_id":"%video_id_1","event_name":"video_watched"},
{"object_id":"%video_id_2","event_name":"video_completed"}
]' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/customaudiencesBackfill is supported for video views after October 16, 2015.
Call to action
Video with Call to Action (CTA) prompts people to learn more and visit a specific page on a website. Improve performance when your primary objective is driving video views or brand awareness and your secondary objective is driving offsite clicks. You should use a video link ad for the latter. How CTAs render:
- For Mobile and Desktop, shown as part of the post. When the video is paused, it displays next to the Resume option.
- For Mobile, when someone clicks a video to watch in full screen, a floating CTA appears as a video overlay.
- External video link posts do not display CTAs.
You can use video with CTAs only with the following campaign objectives:
PAGE_LIKESLEAD_GENERATIONLOCAL_AWARENESSLINK_CLICKSCONVERSIONSAPP_INSTALLSVIDEO_VIEWSBRAND_AWARENESS- Mobile app engagement
See Video expansion to Additional Objectives. This creates a video ad with GET_DIRECTIONS call to action:
curl \
-F 'object_story_spec={
"page_id": "<PAGE_ID>",
"video_data": {
"call_to_action": {
"type": "GET_DIRECTIONS",
"value": {
"link": "fbgeo:\/\/37.48327, -122.15033, \"1601 Willow Rd Menlo Park CA\""
}
},
"image_url": "<THUMBNAIL_URL>",
"link_description": "Come check out our new store in Menlo Park!",
"video_id": "<VIDEO_ID>"
}
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesVideo metrics
Video post insights, organic
Learn more about how your videos perform on Facebook and make more informed decisions about video content. Metrics are available only when someone starts watching videos. This includes video views, unique video views, the average duration of the video view, and audience retention. See where people drop off in your videos and parts people may find most interesting.
Video ad insights, paid
Use the Ad Insights API. The response contains various video metrics.
Video type
Retrieve video ad stats grouped by video type such as auto-play, click-to-play. Include action_video_type in action_breakdowns. Expected values for action_video_type are total, click_to_play, and auto_play.
The action_video_type option is in limited testing. To identify clients with the breakdown, check CAN_USE_VIDEO_METRICS_BREAKDOWN for the ad account.
curl -G \
-d 'action_breakdowns=action_video_type' \
-d 'date_preset=last_30_days' \
-d 'fields=actions,video_avg_pct_watched_actions,video_complete_watched_actions' \
-d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/insightsThe response includes objects with action_type as video_view and contain a key action_video_type:
{
"data": [
{
"actions": [
...
{
"action_type": "video_play",
"value": 9898
},
{
"action_type": "video_view",
"action_video_type": "total",
"value": 921129
},
{
"action_type": "video_view",
"action_video_type": "auto_play",
"value": 915971
},
{
"action_type": "video_view",
"action_video_type": "click_to_play",
"value": 5158
}
],
"video_avg_pct_watched_actions": [
{
"action_type": "video_view",
"action_video_type": "total",
"value": 60.59
},
{
"action_type": "video_view",
"action_video_type": "auto_play",
"value": 60.47
},
{
"action_type": "video_view",
"action_video_type": "click_to_play",
"value": 80.63
}
],
"video_complete_watched_actions": [
{
"action_type": "video_view",
"action_video_type": "total",
"value": 156372
},
{
"action_type": "video_view",
"action_video_type": "auto_play",
"value": 154015
},
{
"action_type": "video_view",
"action_video_type": "click_to_play",
"value": 2357
}
],
"date_start": "2014-12-26",
"date_stop": "2015-03-25"
}
],
"paging": {
"cursors": {
"before": "MA==",
"after": "MA=="
}
}
}See Ad Insights API.
Carousel ads
A carousel ad displays multiple creatives in Feed and links to your website or mobile app. Create a carousel ad two ways:
- Create an ad and unpublished page post in one call: ad creative API.
- Create an unpublished Page post then create an ad creative using the post (not available for video carousel).
Carousel ads are not supported for Facebook Stories.
Create inline
Create a carousel ad page post while creating an ad creative. Specify the page post content in object_story_spec, which creates an unpublished page post from adcreatives. See ad creatives. For example:
curl \
-F 'name=Sample Creative' \
-F 'object_story_spec={
"link_data": {
"child_attachments": [
{
"description": "$8.99",
"image_hash": "<IMAGE_HASH>",
"link": "https:\/\/www.link.com\/product1",
"name": "Product 1",
"video_id": "<VIDEO_ID>"
},
{
"description": "$9.99",
"image_hash": "<IMAGE_HASH>",
"link": "https:\/\/www.link.com\/product2",
"name": "Product 2",
"video_id": "<VIDEO_ID>"
},
{
"description": "$10.99",
"image_hash": "<IMAGE_HASH>",
"link": "https:\/\/www.link.com\/product3",
"name": "Product 3"
}
],
"link": "<URL>"
},
"page_id": "<PAGE_ID>"
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesThe response is a creative ID:
{"id":"<CREATIVE_ID>"}Create post, then ad
Create an unpublished Page post. child_attachments is an array of link objects. On each link object, picture, name and description are optional. You can post these as by the Page only with a Page access token.
curl -X GET \
-d 'message="Browse our latest products"' \
-d 'published=0' \
-d 'child_attachments=[
{
"link": "<APP_STORE_URL>",
"name": "Product 1",
"description": "$4.99",
"image_hash": "<IMAGE_HASH>"
},
{
"link": "<APP_STORE_URL>",
"name": "Product 2",
"description": "$4.99",
"image_hash": "<IMAGE_HASH>"
},
{
"link": "<APP_STORE_URL>",
"name": "Product 3",
"description": "$4.99",
"image_hash": "<IMAGE_HASH>"
},
{
"link": "<APP_STORE_URL>",
"name": "Product 4",
"description": "$4.99",
"image_hash": "<IMAGE_HASH>"
}
]' \
-d 'caption="WWW.EXAMPLE.COM"' \
-d 'link="http://www.example.com/products"' \
-d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/<PAGE_ID>/postsThen, provide ad creative with the unpublished Page post. Use the id for the object_story_id in your ad creative.
curl -X POST \
-F 'object_story_id="<PAGE_ID>_<POST_ID>"' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesCreate Video Carousel Ad
Video carousel ads can have 'caption' in the child attachment to customize the display URL on the end screen:
"child_attachments": [
{
"link": "https://www.facebookmarketingdevelopers.com/",
"name": "Facebook Marketing Developers",
"description": "Facebook Marketing Developers",
"call_to_action": {
"type": "APPLY_NOW",
"value": {
"link_title": "Facebook Marketing Developers"
}
},
"video_id": "123",
"caption": "mycustomlinkcaption.com"
},
]To get child attachments details, use ID and call Graph API, Video, Reference.
Create mobile app ad
Limitations:
- Carousel mobile app ads support only one app
- Minimum of 3 images compared to 2 on non-app ad carousel ads
- Carousel mobile app ads must have a call to action
- The end card which typically displays the Page's profile photo will not display for carousel mobile app ads. Note that you should specify the same app store link in each
child_attachment. You do not have to specify the link again in thecall_to_action:{'value':{'link':... }}}
For example, to create a carousel ad for mobile app installs:
curl -X POST \
-F 'name="Carousel app ad"' \
-F 'object_story_spec={
"page_id": "<PAGE_ID>",
"link_data": {
"message": "My message",
"link": "http://www.example.com/appstoreurl",
"caption": "WWW.ITUNES.COM",
"name": "The link name",
"description": "The link description",
"child_attachments": [
{
"link": "http://www.example.com/appstoreurl",
"image_hash": "<IMAGE_HASH>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {
"app_link": "<DEEP_LINK>"
}
}
},
{
"link": "http://www.example.com/appstoreurl",
"image_hash": "<IMAGE_HASH>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {
"app_link": "<DEEP_LINK>"
}
}
},
{
"link": "http://www.example.com/appstoreurl",
"image_hash": "<IMAGE_HASH>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {
"app_link": "<DEEP_LINK>"
}
}
},
{
"link": "http://www.example.com/appstoreurl",
"image_hash": "<IMAGE_HASH>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {
"app_link": "<DEEP_LINK>"
}
}
}
],
"multi_share_optimized": true
}
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesYou can only publish your post as the Facebook Page associated with the mobile app. And you must use a Page access token.
curl \
-F 'message=My description' \
-F 'link=<APP_STORE_URL>' \
-F 'caption=WWW.ITUNES.COM' \
-F 'child_attachments=[
{
"link": "<APP_STORE_URL>",
"image_hash": "<IMAGE_HASH_I>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {"app_link":"<DEEP_LINK_I>","link_title":"<LINK_TITLE_I>"}
}
},
{
"link": "<APP_STORE_URL>",
"image_hash": "<IMAGE_HASH_I>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {"app_link":"<DEEP_LINK_I>","link_title":"<LINK_TITLE_I>"}
}
},
{
"link": "<APP_STORE_URL>",
"image_hash": "<IMAGE_HASH_I>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {"app_link":"<DEEP_LINK_I>","link_title":"<LINK_TITLE_I>"}
}
},
{
"link": "<APP_STORE_URL>",
"image_hash": "<IMAGE_HASH_I>",
"call_to_action": {
"type": "USE_MOBILE_APP",
"value": {"app_link":"<DEEP_LINK_I>","link_title":"<LINK_TITLE_I>"}
}
}
]' \
-F 'multi_share_optimized=1' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/<PAGE_ID>/feedUse the id from the response to create the AdCreative:
curl -X POST \
-F 'object_story_id="<PAGE_ID>_<POST_ID>"' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesField specification
This is a Carousel Ad on iOS, showing how fields described are used.

| Name | Description |
|---|---|
child_attachments type: object | A 2-10 element array of link objects required for carousel ads. You should use at least 3 objects for optimal performance; 2 objects is for enabling lightweight integrations and using 2 objects can result in sub-optimal campaign results. |
child_attachments.link type: string | Link URL or app store URL attached to the post. Required. |
child_attachments.picture type: URL | Preview image associated with the link. 1:1 aspect ratio and a minimum of 458 x 458 px for best display. Either picture or image_hash must be specified. |
child_attachments.image_hash type: string | Hash of preview image associated with the link from your image library; use 1:1 aspect ratio and a minimum of 458 x 458 px for best display. Either picture or image_hash must be specified. |
child_attachments.name type: string | Title of link preview. If not specified, the title of the linked page is used. Typically truncated after 35 characters. You should set a unique name, since Facebook interfaces show actions reported by name. |
child_attachments.description type: string | Either a price, discount, or website domain. If not specified, content from the linked page is extracted and used. Typically truncated after 30 characters. |
child_attachments.call_to_action type: object | Optional call to action. See Call To Action. You do not have to specify the link again in call_to_action:{'value':{'link':... }}}. |
child_attachments.video_id type: string | ID of the ad video. Can be used in any child element. If specified, must also set image_hash or picture. |
message type: string | Main body of post, also called the status message. |
link type: string | URL of a link to "See more". Required. |
caption type: string | URL to display in the "See more" link. Not applicable for carousel mobile app ads. |
multi_share_optimized type: boolean | If set to true, automatically select and order images and links. Otherwise use original order of child elements. Defaults to true. |
multi_share_end_card type: boolean | If set to false, removes the end card which displays the page icon. Default is true. |
Per-product ad statistics
Group actions for Carousel ads by each product with actions_breakdown=['action_carousel_card_id', 'action_carousel_card_name']. Each child_attachment has a different card ID. action_carousel_card_id and action_carousel_card_name are only for Carousel ads.
Get the following stats per card:
website_ctr: available when specifyingfields=['website_ctr']app_install,app_use,apps.uses,credit_spent,mobile_app_install,tab_view,link_click,mobile_app_install,app_custom_event.*,offsite_conversion.*: available when specifyingfields=['actions']. Other actions are not available with a card breakdown.
curl -G \
-d 'action_breakdowns=["action_type","action_carousel_card_id"]' \
-d 'level=ad' \
-d 'date_preset=last_30_days' \
-d 'time_increment=all_days' \
-d 'breakdowns=placement' \
--data-urlencode 'filtering=[
{
"field": "action_type",
"operator": "IN",
"value": ["link_click"]
}
]' \
-d 'fields=impressions,inline_link_clicks,actions,website_ctr' \
-d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/insightsResponse:
{
...
"website_ctr": [
{
"action_carousel_card_id": "1",
"action_type": "link_click",
"value": 51.401869158878
},
{
"action_carousel_card_id": "2",
"action_type": "link_click",
"value": 50.980392156863
}
],
"placement": "mobile_feed",
"date_start": "2015-05-25",
"date_stop": "2015-05-28"
}You can also request cost_per_action_type for a breakdown of costs by action type:
curl -G \
-d 'action_breakdowns=["action_type","action_carousel_card_name"]' \
-d 'level=ad' \
-d 'breakdowns=placement' \
-d 'fields=impressions,campaign_name,cost_per_action_type' \
-d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/insightsSample response:
{
"data": [
{
"impressions": "1862555",
"campaign_name": "My Campaign",
"cost_per_action_type": [
{
"action_carousel_card_name": "My Carousel Card 1",
"action_type": "app_custom_event.fb_mobile_activate_app",
"value": 0.093347346315861
},
{
"action_carousel_card_name": "My Carousel Card 2",
"action_type": "app_custom_event.fb_mobile_activate_app",
"value": 0.38324089579301
},
...
],
}
]
}- Carousel breakdown metrics for
action_report_time=impressionare inaccurate before June 20, 2015. - Carousel breakdown metrics for
action_report_time=conversionare inaccurate before July 20, 2015.
Placements
If you only select right_hand_column as your placement, you can only use a single-video or carousel format in your ad group. The video format is not supported with only a right_hand_column placement selected. See Advanced Targeting and Placement.
For example, create an ad set with right_hand_column as your only placement:
curl \
-F 'name=RHS only Ad Set' \
-F 'campaign_id=<CAMPAIGN_ID>' \
-F 'daily_budget=500' \
-F 'start_time=2017-11-21T15:41:36+0000' \
-F 'end_time=2017-11-28T15:41:36+0000' \
-F 'billing_event=IMPRESSIONS' \
-F 'optimization_goal=LINK_CLICKS' \
-F 'bid_amount=100' \
-F 'targeting={
"device_platforms": ["mobile"],
"geo_locations": {"countries":["US"]},
"publisher_platforms": ["facebook"] ,
"facebook_positions": ["right_hand_column"] ,
}' \
-F 'status=PAUSED' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsetsProvide an ad creative with video:
curl \
-F 'name=Sample Creative' \
-F 'object_story_spec={
"page_id": "<PAGE_ID>",
"video_data": {"image_url":"<THUMBNAIL_URL>","video_id":"<VIDEO_ID>"}
}' \
-F 'access_token=ACCESS_TOKEN' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesOr provide a canvas ad format for ad creative:
curl \
-F 'image_hash=<IMAGE_HASH>' \
-F 'object_story_spec={
"link_data": {
"call_to_action": {"type":"LEARN_MORE"},
"image_hash": "<IMAGE_HASH>",
"link": "CANVAS_LINK",
"name": "Creative message"
},
"page_id": "<PAGE_ID>"
}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adcreativesIf you try to create an ad with the ad set and ad creative:
curl \
-F 'name=My Ad' \
-F 'adset_id=<AD_SET_ID>' \
-F 'creative={"creative_id":"<CREATIVE_ID>"}' \
-F 'status=ACTIVE' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/adsIn case you get an error code, you should provide a supported creative or change your targeting.