Create a Meta Sales Campaign

The Sales objective optimizes your Meta ads for purchases and other conversions. You choose whether people complete the action on your website or in a messaging app. App and in-store locations are not supported.

Pick one conversion location

• Website: best for purchases, sign-ups and add-to-cart actions. Meta's pixel records the events on your site.
• Messaging Apps: Messenger, Instagram Direct or WhatsApp, for sales that happen in conversation.

A single campaign can only use one location. To use both, build two campaigns.

Build the campaign

1. Go to Marketing > Ad Manager > + Create Campaign, choose Facebook, then Start from scratch.
2. Select your Facebook Page and an Instagram account, or use the Page identity. Instagram messaging needs a linked Instagram account.
3. Choose the Sales objective.
4. Select the Conversion Location.
5. Set up tracking.
   • For a website, confirm the pixel is installed and choose the event to optimize for, such as Purchase, Add to Cart or Lead.
   • For messaging, choose the app and prepare automated replies that move people toward buying.
6. Build the ad with a single image, video or carousel, your copy and a button such as Shop Now, Get Offer or Sign Up.
7. Choose a Daily or Lifetime budget.
8. Define the audience using custom audiences, lookalikes or interests.
9. Review everything and publish, then monitor results in Statistics.

If conversions are missing

• Verify the pixel fires on the confirmation page and tracks the chosen event.
• For messaging, confirm each app is set up and linked to your Page.
• If delivery is slow, raise the budget, broaden the audience or test new creative.
• If conversion rate is low, improve the landing page speed and clarity.

Good to know: Retargeting website visitors and people who messaged you usually converts at a lower cost than cold audiences, so add it early.