Facebook & Instagram Advertising Parity (New Objectives)

Updated 

2 months ago

Last Updated: 28 January 2024

Feature

Sprinklr

Native

API Limitation

New Engagement

Campaign Level

A/B Testing

Yes

Yes

N/A

Campaign Budget Optimization (CBO)

Yes

Yes

N/A

Daily / Lifetime Budget

Yes

Yes

N/A

Special Ad Categories

Yes

Yes

N/A

Auction Type: Auction

Yes

Yes

N/A

Auction Type: R&F

Yes

Yes

N/A

Spend Limit

Yes

Yes

N/A

Ad Set Conversion Type

Video Views

Yes

Yes

N/A

Post Engagement

Yes

Yes

N/A

Event Responses

Yes

Yes

N/A

Click to Message

Yes

Yes

N/A

Sponsored Message

Yes

Yes

N/A

Website

Yes

Yes

N/A

App

Yes

Yes

N/A

On Page

Yes

Yes

N/A

Creative Type

Image Ads

Yes

Yes

N/A

Link Post Ads

Yes

Yes

N/A

Video Ads

Yes

Yes

N/A

Multi-Product Ads / Carousel

Yes

Yes

N/A

Slideshow Ads

Yes

Yes

N/A

Collection Ads

Yes

Yes

N/A

Instant Experience (Canvas)

Yes

Yes

N/A

Facebook Feed Poll

No

Yes

API Limitation

Facebook Video Ads Poll

No

Yes

API Limitation

IG Stories Poll

Yes

Yes

N/A

Edit Video (Trim, Crop)

No

Yes

N/A

Video Text & Logo Overlay

No

Yes

N/A

Thumbnail & CC

Yes

Yes

N/A

Call To Action (CTA)

Apply Now, Book Now, Learn More, Request Time, Contact Us, Download, See Menu, Shop Now, Sign Up, Watch More, No Button, Get Showtime, Send Message, Subscribe, Get Quote, Listen Now, Send WhatsApp Message, Order Now, Start Order

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (NewsFeed, Instant Articles, In-stream Videos, Video Feeds, Stories, Marketplace, Search)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (In-stream Videos)

Yes

Yes

N/A

Messenger (Messenger Stories)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

App Events / Impression

Yes

Yes

N/A

2 second continuous view / Impressions, 2 second continuous view

Yes

Yes

N/A

Conversations / Impressions

Yes

Yes

N/A

Conversions / Impression

Yes

Yes

N/A

Daily Unique Reach / Impression

Yes

Yes

N/A

Event Response / Impression

Yes

Yes

N/A

Impressions / Impression

Yes

Yes

N/A

Landing Page Views / Impression

Yes

Yes

N/A

Link Clicks / Impressions, Link Clicks CPC

Yes

Yes

N/A

Page Likes / Impressions, Page Likes

Yes

Yes

N/A

Post Engagement / Impression

Yes

Yes

N/A

ThruPlay / Impressions, ThruPlay

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

New Awareness

Ad Set Conversion Type

Facebook Page

Yes

Yes

N/A

On Page

Yes

Yes

N/A

Call To Action (CTA)

Apply Now, Book Now, Call Now, Contact Us, Download, Get Directions, Get Quote, Get Showtimes, Learn More, Listen Now, Order Now, Request Time, Save, See Menu, Send Message, Send WhatsApp Message, Shop Now, Sign Up, Subscribe, Watch More

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (Feed, Instant Articles, Reels, In-stream Videos, Video Feeds, Stories, Marketplace, Search Results)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (In-stream Videos, rewarded videos, native, banner, and interstitial)

Yes

Yes

N/A

Messenger (Messenger Stories)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

Ad Recall Lift

Yes

Yes

N/A

Reach

Yes

Yes

N/A

Impressions/Impression

Yes

Yes

N/A

Thruplay/Impressions, ThruPlay

Yes

Yes

N/A

2 second continuous view/Impressions

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

New Traffic​

Ad Set Conversion Type

App

Yes

Yes

N/A

Instagram

Yes

Yes

N/A

Messenger

Yes

Yes

N/A

WhatsApp Account

Yes

Yes

N/A

Website

Yes

Yes

N/A

Calls

Yes

Yes

N/A

Call To Action (CTA)

Apply Now, Book Now, Contact Us, Download, Get Access, Get Quote, Get Showtimes, Learn More, Listen Now, Order Now, Request Time, See Menu, Shop Now, Sign Up, Subscribe, Watch More, Open Link, Play Game, Start Order, Use App, Get Offer, Send Message, Send WhatsApp Message

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (Feed, Instant Articles, In-stream Videos, Video Feeds, Stories, Marketplace, Search)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (In-stream Videos)

Yes

Yes

N/A

Messenger (Messenger Stories)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

Link Clicks

Yes

Yes

N/A

Landing Page Views

Yes

Yes

N/A

Impressions/Impression

Yes

Yes

N/A

Daily Unique Reach

Yes

Yes

N/A

Call

Yes

Yes

N/A

Impressions/Link Clicks CPC

Yes

Yes

N/A

Conversations

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

​New Leads

Ad Set Conversion Type

App

Yes

Yes

N/A

Instant form and Messenger

No

Yes

N/A

Website

Yes

Yes

N/A

Instant Forms

Yes

yes

N/A

Calls

Yes

Yes

N/A

Messenger

No

Yes

N/A

Instagram

No

Yes

N/A

Call To Action (CTA)

Apply Now, Book Now, Buy Tickets, Contact Us, Download, Get Quote, Get Showtimes, Learn More, Listen Now, Order Now, Play Game, Request Time, See Menu, Shop Now, Sign Up, Subscribe, Watch More, Get Offer, Send Message, Open Link, Start Order, Use App

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (Feed, Instant Articles, In-stream Videos, Video Feeds, Stories, Marketplace, Search Results, Reels, Overlay Ads in Reels)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Shop, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (In-stream Videos, rewarded videos, native, banner, and interstitial)

Yes

Yes

N/A

Messenger (Messenger Stories, Messenger Inbox)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

Link Clicks

Yes

Yes

N/A

Landing Page Views

Yes

Yes

N/A

Impressions/Impression

Yes

Yes

N/A

Daily Unique Reach

Yes

Yes

N/A

Calls

Yes

Yes

N/A

Impressions/Link Clicks CPC

Yes

Yes

N/A

Conversions

Yes

Yes

N/A

Leads

Yes

Yes

N/A

Conversion Leads

Yes

Yes

N/A

App Events

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

​New App Promotion

Ad Set Conversion Type

App

Yes

Yes

N/A

App Name/URL

Yes

Yes

N/A

Automated App Ads

Yes

Yes

N/A

Call To Action (CTA)

Book Now, Download, Install Now, Learn More, Listen Now, Order Now, Play Game, Shop Now, Sign Up, Subscribe, Use App, Watch More

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (Feed, Instant Articles, In-stream Videos, Video Feeds, Stories, Marketplace, Search Results, Reels, Overlay Ads in Reels)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (Rewarded videos, native, banner, and interstitial)

Yes

Yes

N/A

Messenger (Messenger Stories, Messenger Inbox)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

App Installs

Yes

Yes

N/A

App Installs with App Events

Yes

Yes

N/A

App Events

Yes

Yes

N/A

Value

Yes

Yes

N/A

Link Clicks

Yes

Yes

N/A

Impressions/Link Clicks CPC

Yes

Yes

N/A

Impression

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

New Sales​

​Ad Set Conversion Type

App

Yes

Yes

N/A

Facebook Page

Yes

Yes

N/A

Product Set

Yes

Yes

N/A

Website

Yes

Yes

N/A

Website and App

Yes

Yes

N/A

Messenger

Yes

Yes

N/A

Instagram

No

Yes

N/A

WhatsApp

Yes

Yes

N/A

Calls

Yes

Yes

N/A

Call To Action (CTA)

Apply Now, Book Now, Buy Tickets, Contact Us, Download, Get Quote, Get Showtimes, Learn More, Listen Now, Order Now, Play Game, Request Time, See Menu, Shop Now, Sign Up, Subscribe, Watch More, Open Link, Start Order, Use App, Get Offer, Send Message, Send WhatsApp Message

Yes

Yes

N/A

Sell Now

No

Yes

N/A

Placements

Facebook (Feed, Instant Articles, In-stream Videos, Video Feeds, Stories, Marketplace, Search Results, Reels, Overlay Ads in Reels, Right Column)

Yes

Yes

N/A

Instagram (Feed, Stories, Explore, Shop, Reels)

Yes

Yes

N/A

Instagram in-stream videos

Yes

Yes

N/A

Audience Network (In-Stream Videos, Rewarded videos, native, banner, and interstitial)

Yes

Yes

N/A

Messenger (Messenger Stories, Messenger Inbox)

Yes

Yes

N/A

Exclude Skippable Ads (only for In-stream videos)

Yes

Yes

N/A

Optimization/Charge By

Landing page Views

Yes

Yes

N/A

Value

Yes

Yes

N/A

Link Clicks

Yes

Yes

N/A

Impressions/Link Clicks CPC

Yes

Yes

N/A

Impression/Impressions

Yes

Yes

N/A

Daily Unique Reach

Yes

Yes

N/A

App Events

Yes

Yes

N/A

Conversions

Yes

Yes

N/A

Conversions Events

Yes

Yes

N/A

Conversations

Yes

Yes

N/A

Bid Strategy

Lowest Cost

Yes

Yes

N/A

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