Run Ads with Product Tags and Checkout

Ads with product tags allow you to maximize the reach of your products by running existing shoppable posts as ads or creating new ads with product tags in Ads Manager. Shoppers that tap on the product tags will be taken to a product details page within Instagram.

Advertisers that use Checkout on Instagram can toggle Checkout "on" for a given ad campaign, so that shoppers can proceed from the product details page to purchase the product directly in the Instagram app. If the advertiser does not toggle Checkout "on" for the ad campaign, shoppers can proceed from the product details page within Instagram to purchase the product from your business’ mobile website.

Before you begin

  • You must be an approved business that uses Checkout on Instagram in order to run ads with product tags and checkout.

Run Ads with Product Tags and Checkout

To run an ad with product tags and Checkout:

  1. Create your ad in Ads Manager. At the Ad Level, you can use an existing post or create a new ad and add product tags.
  2. Toggle on Checkout to enable your ad with product tags and Checkout.
  3. Finish the details for your ad and select Continue.

You’ve now set up an ad with product tags and checkout. You can track the performance of your campaign the same way you’d measure other campaigns.

On Ads Manager, you can see metrics for Content Views (product details page views), Add to Cart, Initiate Checkout,Purchases, and Purchase ROAS generated from ads. The metrics will be split out by those that occur “On Facebook” (via checkout) and those that occur “on Website” (for example, after a user sees your ad, they navigate to the website and purchase within the attribution window).

On Commerce Manager, you can see metrics for Sales, Total Orders, Items Purchased, and Unique Buyers.

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