Meta ad placements

Feed, Reels, Stories, Explore, Audience Network — objectives × surfaces (expanding).

7 campaign types · 8 surfaces · Last reviewed 2026-06-03 · Meta Business Help Center · Preview dataset

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Sales
Conversion-focused delivery across Feed, Reels, Stories, and Advantage+ catalog surfaces when you optimize for purchases.
Surfaces & mockups →
Leads
Instant forms, Messenger, and website lead events — surfaces skew toward Feed and Stories with native lead units.
Surfaces & mockups →
Traffic
Link clicks to site or app. Eligible on Feed, Stories, Reels (link sticker), and Audience Network link units.
Surfaces & mockups →
Awareness
Reach and brand lift buys — optimized for impressions on Feed, Reels, Stories, and in-stream video.
Surfaces & mockups →
Engagement
Post engagement, video views, and messaging conversations — surfaces vary by optimization event.
Surfaces & mockups →
App promotion
App installs and in-app events across Feed, Stories, Audience Network, and Instagram placements.
Surfaces & mockups →
Advantage+ shopping
Catalog and dynamic product delivery — Advantage+ placements collapse Feed, Reels, and Stories when catalog connected.
Surfaces & mockups →

Surfaces

Browse by surface — wireframes and eligible campaign types on each detail page.

Comparisons

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Related tools

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