Facebook Ads in Propensity: Setup and Best Practices

What this is

This guide outlines the requirements and best practices for running Facebook Ads through Propensity, including access setup, campaign configuration, and creative specifications.

When to use this

Use this guide when:

• Setting up Facebook Ads in Propensity

• Preparing creatives for Facebook campaigns

• Troubleshooting access or launch issues

Facebook access requirements

To run Facebook Ads through Propensity, the following access is required:

Personal Facebook Profile

A personal Facebook account is required to access Facebook Ads Manager and manage Pages.

Facebook Page Access

• Required Role: Full Control or Partial Access

• Required permissions:

  • Content

  • Ads

  • Insights

Ad Account Access (Facebook Ads Manager)

• Required Role: Admin or Advertiser

• Required permissions:

  • Manage Campaigns

  • View Performance

Account eligibility requirement

Facebook requires that ad accounts:

• Have at least 60 days of campaign history

Before they can be used through third-party platforms like Propensity.

How Facebook campaigns work in Propensity

Facebook campaigns are configured and launched through the Launch tab in Propensity.

When launching a campaign, you will:

1. Select a Facebook Ad Account

   • Displays available ad accounts associated with your user

2. Choose a campaign setup option

   • Use an existing Facebook campaign

   • Or create a new campaign

3. Select the Facebook Page

   • This is the page sponsoring the ad

4. Choose a campaign objective

   • Awareness

   • Engagement

   • Traffic

5. Configure campaign settings

   • Daily budget

   • Bid amount (CPC)

   • Start and end dates

This updated process aligns more closely with how other channels are configured in Propensity, making campaign setup more consistent across platforms

Selecting an Objective

When launching a Facebook campaign in Propensity, you'll choose a campaign objective: Awareness, Engagement, or Traffic. Your objective tells Facebook's delivery algorithm what outcome to optimize for and which audience segments your ad is shown to. It also determines how you're billed: Awareness and Engagement are billed on a CPM basis, while Traffic is billed on a CPC basis. Choosing the objective that matches your actual campaign goal helps improve both delivery and cost efficiency.

Awareness

Awareness is designed to expose your brand or product to as many people as possible within your target audience, prioritizing users more likely to remember your ad.

Use it for: increasing market visibility, launching a new brand or product, ongoing brand building, promoting local points of sale, and driving broad reach.

Billing: CPM (Cost Per Mille). You're charged for ad delivery rather than for clicks, since the goal is exposure and recall, not an immediate click.

When to choose: choose Awareness when your main goal is reach and exposure frequency, without needing the user to immediately leave the platform or click through to an external link.

Traffic

Traffic is optimized to move users off Facebook or Instagram to a specific destination, such as a website, e-commerce page, landing page, or article.

Use it for: driving visitors to your website, sending potential customers to a sales page, increasing content readership, and sending qualified traffic to external destinations.

Billing: CPC (Cost Per Click). Your budget is spent only when someone clicks the ad's link, and delivery is prioritized toward people more likely to click.

When to choose: choose Traffic when your key metric is the number of visits generated to an external page, with cost tied directly to clicks received.

Engagement

Engagement is designed to find people more likely to actively interact with your content in-feed or start a conversation with your business.

Use it for: building social proof on posts (likes, comments, shares), increasing video views, and encouraging your audience to connect with your Page.

Billing: CPM (Cost Per Mille). Since engagement covers varied in-feed actions (likes, comments, video views) rather than a single standardized click, cost is based on delivery rather than any one action.

When to choose: choose Engagement when you want to build credibility for a post, validate a product through audience feedback, ensure a video gets watched, or increase interaction with your content.

Objective Summary

Creative best practices

Work with your design team to ensure creatives meet Facebook requirements and are optimized for delivery.

Facebook Display Ads

• File Types: JPG, PNG, GIF

• Max File Size: 5 MB

• Recommended Sizes:

  • 1200 × 1200

  • 1200 × 628

Facebook Carousel Ads

• File Type: JPG or PNG

• Aspect Ratio: 1:1

• Recommended Resolution: 1080 × 1080

• Number of Cards: 2–10

• Max File Size: 30 MB

Text limits:

• Primary text: 80 characters

• Headline: 45 characters

• Description: 18 characters

Other requirements:

• Click URL is required

• URL must include http:// or https://

• Max URL length: 2000 characters

Facebook Video Ads

• File Type: MP4

• Duration: 1 second to 241 minutes

• File Size: 75 KB to 200 MB

• Minimum Dimensions:

  • Width: 1200 px

  • Height: 1200 px

Aspect ratios supported:

• Between 9:16 and 16:9

• 1:1 is highly recommended

Vertical ad visibility

For vertical or story-style placements, avoid placing important copy near the bottom of the creative.

Platform UI elements may overlap or crop lower portions of the ad.

For best results:

• Place important messaging near the top of the creative

• Keep critical text within safe visible areas

See Graphic Best Practices for Ad Sizes for additional creative recommendations.

Important notes

• Campaign setup in Propensity mirrors Facebook’s structure to reduce friction across channels

• Campaign objective selection impacts how ads are delivered and optimized

• Ensure your ad account meets Facebook’s eligibility requirements before launching

• Always verify creatives meet the required sizes and formats to avoid delivery issues