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Messaging Conversion
Optimization &
Targeting with Click to
Messenger Ads
PURCHASE OPTIMIZATION
ELIGIBILITY
Optimize for purchases with
ads that click to Messenger
Messenger advertisers now have the option* to optimize and
target campaigns based on conversions, like purchases, instead of
conversations.

Optimize campaign to reach customers who are more

likely to purchase

Target customers who have purchased from your business

on Messenger before with custom audiences, and/or expand
reach with similar customers with Lookalike Audiences

Measure campaign based on conversion metrics (# of

purchases, cost per purchase, etc.) rather than
conversations started

* Option only available to advertisers that send purchase signals to Meta, either through order invoices confirmed by
consumers on Facebook, or through Events API for Business Messaging (via advertiser or messaging partner)
Note: Conversion optimization is currently not available for businesses or customers based in Europe and Japan.
Advertiser eligibility for messaging
optimization and targeting
To be eligible to optimize and target based on purchases, Advertisers need to
send purchase signal to Meta.

What purchase signals are eligible?

01 Purchase events sent via Events API for Business Messaging2

02 Orders created by businesses and confirmed by consumers

03
Orders added to order history by consumers

1. Eligibility is determined by the page the advertiser creates ads that click to Messenger on
2. Events API for Business Messaging is currently not available for businesses or customers
based in Europe and Japan.
01

Purchase events from

Events API for
Business Messaging
Events API for Business Messaging helps businesses track
overall results from messaging.

Work with a messaging partner to use Events API for Business

Messaging and report all relevant purchase events.

META FOR DEVELOPERS

02

Orders created by businesses

and confirmed by consumers
on Facebook
Businesses create and send orders to consumers once a
purchase agreement has been made

Consumers review the order details and confirm orders

on Facebook

CONFIRMED ORDER
Customer view
Step by step guide to creating orders in Messenger (1 of 2)

Customer is Pull up Select order icon on

ready to order composer tray right, click Create
Order
Note: Screenshots represent business view
Step by step guide to creating orders in Messenger (2 of 2)

Pull up order Add order Send order in

form details thread
Note: Screenshots represent business view
Wind & Wool

03 Review and confirm your order with Wind & Wool.

Wind & Wool

Orders added to order

history by consumers
Wind & Wool marked this order as paid. See Details.

If consumers do not immediately confirm order details on

Facebook during the conversation, they can add to their
orders and keep track of their order history.

CONSUMER CAN ADD ORDER TO ORDER HISTORY

Eligible advertiser experience on Ads Manager
• Once eligibility is satisfied based on sufficient volume of purchase signal collected either through confirmed consumer orders or Events API for
Business Messaging, advertisers will be able to see a conversion/purchase optimization option on Ads Manager.

01 02 03
Campaign objective: select Sales* Conversion location: select Messenger Optimization & Delivery:

select Messaging conversions

Placements:
select Advantage+ placements
Campaign set up: select Manual

Note: a pixel is not needed and you do not need

to set a conversion event once you choose the
performance goal as “purchase”

*Sales or Engagement can be selected

Eligible advertiser experience on Ads Manager
• Once eligibility is satisfied based on sufficient volume of purchase signal collected either through confirmed consumer orders or Events API for
Business Messaging, advertisers will be able to see a conversion/purchase optimization option on Ads Manager.

01 02 03
Campaign objective: select Engagement* Conversion location: Optimization & Delivery:
select Messaging Apps select Messaging conversions ( 2 potential UI views below)

Messaging Apps: ONLY select Messenger

Note: a pixel is not needed and you do not need to set a conversion
*Sales or Engagement can be selected event once you choose the performance goal as “purchase”
Eligible advertiser experience on Ads Manager
• Once eligibility is satisfied based on sufficient volume of purchase signal collected either through
confirmed consumer orders or Events API for Business Messaging, advertisers will be able to see a
conversion/purchase optimization option on Ads Manager.

01 02 03
Campaign objective: Destination: Optimization & Delivery:

choose Messages select Click to Message, Messenger* select Messaging conversions

*Select ONLY Messenger

Best Practices and
Campaign Considerations
AD REPORTING

• Continue Mark as Paid actions to ensure accurate reporting in Ads Manager*

AUDIENCE

To target new customers:

• Select auto-bidding to enable Meta's ad delivery system to reach a broader audience

• Create Lookalike Audience with people similar to your existing customers to expand
campaign reach

To retarget previous customers

• Create Custom Audience of people who have already messaged you using app events,
or have made a purchase before via Messenger

CAMPAIGN CREATIVE

• Prime users for a conversation with your business in Messenger with descriptive
visuals and text to set expectations
* Mark as Paid does not apply to eligibility for purchase conversion optimization at this time
#1 TESTING FRAMEWORK FOR MESSAGING CONVERSION OPTIMIZATION
Hypothesis: Optimizing for messaging conversion based on purchase signal from Messenger
may improve the business performance than optimizing for conversations
Testing Methodology: Split Test
Cell 1 Cell 2
Detailed Testing Setup: Campaign A Campaign B
Cell 1 Cell 2
Engagement/Sales [ODAX] / Message [Non-ODAX]
Campaign Objective
(Same across both cells)
Campaign Structure 1 Campaign => 1 Ad-set => 1-5 ads to mirror BAU
Conversion
Location (traffic Messenger – same across 2 cells
destination)
Lifetime budget: 150 x Cost per Purchase [Not conversation] per cell Broad Targeting
Budget
[Use previous studies with the same objective in the same ad account as a reference]
Broad Targeting
Flight Time 14 days
Conversion Goal =
Audience Broad targeting with a minimum of 2M potential reach
Maximize number
Buying & Auction Switched-off CBO, Auction for the Highest Volume – same across 2 cells Conversion Goal =
of messaging
Placement Automatic Placement – same across 2 cells Maximize number
conversions
Conversion Goal Maximize number of conversations
Maximize number of messaging of conversations
conversions
CTA Send Message/Shop Now/Learn More – same across 2 cells
BAU creative - preferably mobile-optimized with clear explanation of your Messenger
Creative
experience– same across 2 cells
• Primary: Cost per Purchase and Cost per Message Conversation Started (Please set in
KPI it the Split Test)
• Secondary: Cost per Click and Click-through %
Watch-out:
• Please all settings the same except for the Conversion Goal highlighted in blue above
• Please refrain change in order to get clean and accurate results. Otherwise, ad credits won’t be given
• Toggle off “End test early if a winner is found” in set-up and assure clients don’t toggle off in the mid-way
Creating a Lookalike Audience

Lookalike Campaign Set-up Flow

Flow #1: Create a Custom Audience Flow #2: Create a Lookalike Audience based on pre-
created custom audience

The lookalike % is recommended

between 3% and 5% - depending
on a) final estimated audience size
> 3M OR b) close to the BAU
campaign
LOOKALIKE AUDIENCE TESTING FRAMEWORK

Hypothesis: Lookalike audience based on previous buyers may improve performance

when compared to BAU targeting
Testing Methodology: Split Test Cell 1 Cell 2
Testing Setup: Campaign A Campaign B
Cell 1 Cell 2
Campaign Engagement/Sales [ODAX] / Message [Non-ODAX]
Objective (same across both cells)
Campaign
1 Campaign => 1 Ad-set => 2-5 ads to maintain (audience) liquidity
Structure
Conversion
Location (traffic Messenger – same across 2 cells
destination)
Lifetime budget: 200 x Cost per Purchase [Not conversation] per cell
Budget
[Use previous studies with the same objective in the same ad account as a reference]
Flight Time 14 days Lookalike Audience
Broad audience with a minimum 2M
Lookalike audience with a minimum 2M BAU Audience based on 1PD/3PD
Audience potential reach using 1PD/3PD data. Apply
potential reach
the same targeting constraint as Cell 1
data
Buying & Auction Auction for the Highest Volume – same across 2 cells
Placement Automatic Placement – same across 2 cells
Optimization Goal Conversation– same across 2 cells
CTA Send Message/Shop Now/Learn More – same across 2 cells
BAU creative - preferably mobile-optimized with clear explanation of your Messenger
Creative
experience– same across 2 cells
• Primary: Conversion rate (Click-to-purchase%) and Cost per Purchase
KPI
• Secondary: Click-through % and Cost per Message Conversation Started

Watch-out:
• Please all settings the same except for the Audience
• Please minimize unnecessary variables in order to get clean and accurate results
• Toggle off “End test early if a winner is found” in Experiment set-up