The Sales objective in Ad Manager is built to drive conversions, whether that means a booking or purchase on your website or a direct conversation that turns into an appointment. When you choose Sales, you select one of two conversion locations for the campaign: Website or Messaging Apps.
Website conversions use the Meta Pixel to track and optimize actions such as bookings, purchases, and sign-ups on your site. This is ideal for a practice sending traffic to a landing page for a seasonal Botox or filler special.
Messaging Apps drive direct interactions through Facebook Messenger, Instagram Direct, and WhatsApp, which is a good fit for prompting consultation questions that your front desk can answer.
Only Website and Messaging Apps are supported as conversion locations for the Sales objective. Other locations such as App and In-Store are not available at this time. Each campaign uses one conversion location; if you want both, create a separate campaign for each.
Go to Marketing and open Ad Manager, then start a new campaign. Select Facebook Campaign and choose to start from scratch.
Select the Facebook Page you want the ad to represent, since it reflects your practice to viewers. Then either select an Instagram account connected to that page or use the Facebook Page itself to show your ad on Instagram.
If no Instagram account is connected to the selected page, the Instagram messaging destination will not be eligible for Click to Direct ads. For details on connecting an Instagram account to a Facebook Page, see the "Instagram Ads Overview" guide.
Select Sales as the objective.
Choose where the conversion should happen for this campaign.
Choose Website to track bookings, purchases, sign-ups, or other key actions on your site.
Choose Messaging Apps (Facebook Messenger, Instagram Direct, or WhatsApp) to encourage direct interactions with prospective patients.
For Website conversions:
Make sure your Meta Pixel is correctly installed on your website.
Select a conversion event such as Purchase, Add to Cart, or Lead.
For Messaging Apps:
Choose Facebook Messenger, Instagram Direct, or WhatsApp as the destination.
Set up automated responses to guide people toward completing a conversion.
The Meta Pixel and Conversions API are configured outside of the campaign itself. For placing the pixel on a funnel page, see the Funnels collection. For sending conversion events server-side through a workflow, see the "Conversions API" guide.
Select an ad format (single image or video, or a carousel), then upload your creative and write compelling copy. Add a strong call to action such as Book Now, Get Offer, or Sign Up.
Choose between a Daily Budget, which spends a fixed amount per day, or a Lifetime Budget, which spends a total amount over the campaign duration. Make sure the budget aligns with your campaign goals.
Set who should see your ad:
Custom Audiences retarget people who have already interacted with your practice, such as past patients or recent website visitors.
Lookalike Audiences reach new people similar to your existing patients.
Interest-Based Targeting defines your ideal audience by demographics, behaviors, and interests, plus the geographic locations you want to reach.
If you build a Custom or Lookalike Audience from a patient contact list, only do so with patient consent and in line with your HIPAA policies. Uploading emails or phone numbers shares those identifiers with Meta, which hashes and uses them for matching. Never upload treatment details or any health information beyond basic contact identifiers.
Review all campaign settings, including geographic locations, audience, budget, and creatives. When everything looks right, click Publish to launch.
Use the Meta Pixel for website conversions and review results under Ad Manager statistics. Adjust your budget, creatives, or audience based on what you see to keep improving performance. For cross-channel dashboards, see the Reporting collection.
Website conversions are not being tracked. Confirm the Meta Pixel is installed and firing on your site (the Meta Pixel Helper Chrome extension can verify this), check that the pixel is set to track the specific event you selected, and make sure it is linked to the pages where conversions happen.
Messaging App conversions are not tracking properly. Confirm that Messenger, Instagram Direct, or WhatsApp is properly set up in your Meta account and linked to your business, then interact with your messaging app through the ad and verify the event registers in Meta Ads Manager.
The campaign is not delivering as expected. A budget that is too low can limit delivery, so consider increasing it. Make sure your audience is broad enough to generate conversions, since narrow targeting can restrict delivery. Refresh ad creatives that may be underperforming.
Conversion rates are low. Optimize your landing page with a clear call to action and fast load times, refine your audience toward people most likely to convert, and test new creative regularly.
What is the Sales objective?
It is designed to drive conversions with a focus on direct sales. You can send people to your website to complete an action or direct them to messaging apps where they can transact or engage with your practice.
Which conversion locations are supported for the Sales objective?
Only Website and Messaging Apps (such as Messenger, Instagram Direct, and WhatsApp) are supported. App and In-Store locations are not available at this time.
How do I track conversions on my website?
Install the Meta Pixel on your website. The pixel tracks actions such as purchases, add-to-cart events, and other conversions you select.
Can I use both Website and Messaging Apps in the same campaign?
No. Each campaign uses one conversion location. If you need both, create two separate campaigns, one for the website and one for the messaging app.
Do I need to install any code to track conversions through Messaging Apps?
No additional code is needed for messaging apps. Just make sure the messaging app is set up to track user interactions.
Can I target people who have interacted with my practice before?
Yes. Custom Audiences let you target website visitors or people who have engaged with your messaging app, which is useful for retargeting past patients.
What creative formats can I use?
You can use a single image or video, or a carousel. Pair it with strong copy and a clear call to action such as Book Now, Get Offer, or Sign Up.
