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1. Conversion
Optimization &
Targeting with Click
to Messenger Ads
PURCHASE CONVERSION
ELIGIBILITY
Yes, we do! I can help you find
your size!
Do you have a sizing chart?
Awesome!

2. Optimize for sales with
ads that click to Messenger
Messenger advertisers now have the option* to optimize and
target campaigns based on conversions instead of conversations.
* 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.
Optimize campaign to reach customers who are more
likely to purchase
Measure campaign based on conversion metrics (# of
purchases, cost per purchase, etc.) rather than
conversations started
Target customers who have purchased from your business
on Messenger before (or similar users) with custom and/or
lookalike audiences

3. 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
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4. 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
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5. Advertiser eligibility for purchase
conversion 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?
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.
Purchase events sent via Events API for Business Messaging2
Orders created by businesses and confirmed by consumers
Orders added to order history by consumers
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02
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6. Orders added to order
history by consumers
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
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Wind & Wool
Wind & Wool marked this order as paid. See Details.
Review and confirm your order with Wind & Wool.
Wind & Wool

7. 02
Conversion location: select Messenger
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Campaign objective: select Sales*
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Optimization & Delivery:
select Purchases
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.
1. ODAX SALES VERSION (Outcome-Driven Ad Experiences ~50% of customers will see these campaign objectives)
*Sales or Engagement can be selected
Campaign set up: select Manual
Placements:
select Advantage+ placements
Note: a pixel is not needed and you do not need to
set a conversion event once you choose the
performance goal as “purchase”

8. 02
01
Campaign objective: select Engagement*
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Optimization & Delivery:
select Purchases ( 2 potential UI views below)
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.
*Sales or Engagement can be selected
Messaging Apps: ONLY select Messenger
Note: a pixel is not needed and you do not need to set a conversion
event once you choose the performance goal as “purchase”
2. ODAX ENGAGEMENT VERSION (Outcome-Driven Ad Experiences ~50% of customers will see these campaign objectives)
Conversion location:
select Messaging Apps

9. 02
Destination:
select Click to Message, Messenger*
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Campaign objective:
choose Messages
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Optimization & Delivery:
select Purchases
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.
3. NON-ODAX VERSION (Outcome-Driven Ad Experiences ~50% of customers will see these campaign objectives)
*Select ONLY Messenger

10. Best Practices and
Campaign Considerations
AD REPORTING
• Continue Mark as Paid actions to ensure accurate reporting in Ads Manager*
AUDIENCE
• Use auto-bidding to enable Meta’s ad delivery system to reach a
broader audience
• Create Custom Audience of people who have already messaged you using
app events, or have made a purchase before via Messenger
• Use core targeting or create Lookalike Audience of people similar to your
existing customers
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