The format and contents of the Facebook Ads feed has very strong parallels with the Google Merchant Centre feed, in fact you could use exactly the same data feed and plug it into import to Facebook Catalogues. There is a compelling reason to build a distinct feed however – you can get better results by making a feed optimised for this advertising platform.

If you have already followed the Google Merchant Centre step-by-step tutorial then there is an easy way to shortcut the build process. The Facebook Catalogue feed has a lot of columns/ headers that are identical and so you can cut down some of the configuration time by doing this. Here is a short clip demonstrating how to clone a feed.

You can then concentrate your time on ensuring that the data attributes that are specific to the Facebook feed are covered off.

In the following column guide we will include the complete set for a standard product retail feed (please note there are variations if you are seeking to advertise such things as Hotels, Flights etc.)

Columns

Please note, if there is a column header listed below but no additional information alongside – this indicates that you will already have this in the Google Merchant Centre step-by-step tutorial.

• id
• title
• description

availability You could replicate Google Merchant Centre here with a value of either “in stock” or “out of stock”. There are more options with the Facebook feed, additionally you can pass a value of “available for order” and “discontinued“. For example, taking the available for order value, you may want to map this value to products in a particular category – or maybe those where there is external supplier stock only? You would therefore build this into your Map condition set.

• inventory This is something that is not required to be included in your Google Merchant Centre feed content – but is essential for Instagram Shopping with checkout.
• condition
• price
• link
• image_link
• additional_image_link these alternate image links can be submitted with your google feed, but there is a difference in required format. Whereas Google Merchant Centre require you to submit multiple columns with the header “additional_image_link” with a single URL in each – Facebook ask for you to submit a single header with multiple image links comma separated.
• age_group An optional element – you may have added some age group related information to your Google feed in the form of a custom label if its applicable to your products. If added to the fb catalogue you need to add as a specific column header. Accepted values are “adult”, “all ages”, “teen”, “kids”, “toddler, “infant”, “newborn”.
• color
• gender Required for commerce ads. Accepted values are “female”, “male”, “unisex”.
• item_group_id
• google_product_category
• commerce_tax_category Important if items across your inventory range fall into differing tax categories. This allows you to apply different rates to different items and supercedes the default tax categories in Commerce Manager.
• material
• pattern
• product_type
• sale_price
• sale_price_effective_date
• shipping
• shipping_weight
• custom_label_0(1-4)
• rich_text_description You will be able to extract your product description with html formatting included.
• gtin
• mpn
• return_policy Facebook ads specific
• launch_date Facebook ads specific
• expiration_date Facebook ads specific
• visibility Facebook ads specific
• mobile_link Facebook ads specific
• additional_variant_attribute Facebook ads specific
• applink Facebook ads specific

Help Documentation from Facebook

Facebook and Instagram advertising require you to maintain a common product catalogue in order to run ads on either platform. You will create and manage the source data for this catalogue through the Catalogue Manager function.

This is a link to the full developer guide.