ancaster

Meta Ads (Facebook, Instagram)

Paid placements in the Facebook and Instagram feeds, Stories and Reels, bought self-serve. The largest and most sophisticated interruption channel there is: nobody on it asked a question, so the ad has to create the interest as well as capture it.

Will they accept our page?

Conditional

Affiliate marketing is not named as prohibited, and the binding rules are about the destination's quality rather than its commercial model. Products and services promoted in the ad must match those on the landing page; the page must function properly and be relevant to the ad, because "directing people to irrelevant content or an unexpected landing page can create a confusing and negative experience". Separately, Meta demotes rather than rejects links to "low-quality web pages containing little substantive content, slow load times, broken functionality" — so a thin storefront is not refused here, it is quietly starved of delivery, which is harder to diagnose than a rejection. The unacceptable-business-practices standard also lets Meta review the Page, the ad and the landing page together when it suspects deception.

The policy it was read from →

What the destination has to do

  • The product promoted in the ad must be the product on the page.
  • The page must load quickly and work — page quality is a delivery input, not only a compliance gate.
  • Consistent branding across ad, page and the advertiser's own Facebook Page; Meta reviews the whole experience, not the creative alone.

Buying it

Cost
CPM · CPC
Floor
None published — a researched finding, not a blank.
How you get in
self-serve
Where you can buy
Global.
  • CPM — Auction-priced and highly variable by audience and season. Reported ranges are wide enough that this record does not quote a figure rather than quote a misleading one.

What you can aim at

  • Interest, behaviour and demographic audiences
  • Custom audiences from an uploaded list or site traffic
  • Lookalike audiences
  • Placement and device
  • Advantage+ automated targeting, which increasingly overrides manual selection

What comes back

Click parameter fbclid · pixel yes · server-side yes

Meta Pixel plus the Conversions API, the most mature server-side conversion path of any platform here. It is also the one most degraded by browser tracking prevention, which is why the server-side route exists at all.

Good for

Volume and cheap reach, and the only place on this list where an audience can be built from a list we already hold rather than found by intent.

Not for

Exactly what a storefront is for. The reader arrived to be entertained, not to decide, and a page of researched comparison asks for attention a scroller has not offered. If the storefront thesis is right anywhere, it is right last here — which makes this a useful control rather than a first test.

The honest part

The delivery penalty for a thin destination is the real risk and it is invisible: the campaign is not rejected, it just costs more and reaches fewer people, and no report says why. Nothing about the pricing here is quoted because reported ranges are too wide to be worth writing down.

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