Supported objectives and placement options for call ads

Metrics for call ads, excluding estimated call confirmation clicks and callback requests submitted, are only available to advertisers based in the US, Australia, Brazil, Canada, Mexico and Israel and may not be available to you yet.

Call ads are designed to help generate leads by encouraging people to call you to learn more about your products or services, place an order, schedule an appointment and more. You can run call ads with several objectives on Facebook and Instagram.

• Traffic: Optimises for 60-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls and Callback requests submitted.
• Engagement: Optimises for 60-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls and Callback requests submitted.
• Leads: Optimises 60-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls and Callback requests submitted.
• Sales: Optimises 60-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls and Callback requests submitted.

Note:

• Metrics for call ads are estimated and may be different from the actual number of people who called you. The estimated metrics are partially derived through modelling, rather than a straight count, so they can be helpful when measuring actions or events where data is partial or missing.
• The call ads metrics are only available to campaigns created in Ads Manager after 15 June 2023. Estimated call confirmation clicks will no longer be available to advertisers in the US, Australia, Brazil, Canada, Mexico and Israel upon the release of the new metrics, such as calls placed, 20- and 60-second calls.

• Traffic: Optimises for link clicks. Your results will include call ads metrics, such as Estimated confirmation clicks
• Leads: If you select leads as your conversion event, the call add-on will optimise for leads and 15-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls.
• Sales: If you select leads as your conversion event, the call add-on will optimise for conversions and 15-second calls. Your results will include call ads metrics, such as Estimated confirmation clicks, Calls placed, 20- and 60-second calls.

You can select Advantage+ placements or any of the following placements for your call ad.

• Facebook
• Instagram

Call ads can only be delivered across the following ad placements on mobile devices: Facebook Feed, Facebook Marketplace, Facebook Reels, Facebook video feeds, Instagram feed and Instagram Stories. When you create an ad with a call add-on, the call add-on component can only appear on your website when someone taps on the ad from Facebook Feed, Facebook video feeds, Instagram feed and Instagram Stories. If the person taps on the ad through any other placements, they will be directed to your website without the call add-on component appearing.