Facebook Ad Sizes and Specs (2024 Guide)

Forward-thinking ecommerce brands are always on the lookout for new channels and ways to put products in front of customers. Over the years, we’ve seen many brands have success branching out on traditional marketplaces like Amazon, Etsy, and eBay. But modern marketplaces are constantly emerging, and customers are always finding new ways to interact with brands and learn about new products. Selling on Facebook is one of the most important sales channels, where many brands are finding success meeting shoppers where they’re at.

And it goes beyond actually selling on Facebook. You can use Facebook as an advertising channel to push users back to your branded Shopify site, where you have more control over the experience and relationship.

To get started, learn the best size for Facebook ads, the right Facebook ad dimensions and more important details to help you promote your business and reach customers on Meta in 2024.

Facebook feed ads sizes

Facebook feed ads are the main ad type. Users see these in their Facebook feeds, mixed in with posts from their friends, groups, and pages. Facebook feed ads can be still images, animated GIFs, or videos. This includes panoramic shots and 360-degree photos.

Facebook recommends a resolution of at least 1080 by 1080 pixels and can be a maximum of 30 megabytes. The technical minimum requirement for Facebook ad dimensions is 600 by 600 pixels with no maximum. ​​Facebook supports image ratios from 1.91:1 to 4:5, though offer ads and ads with stock photos require the 1.91:1 ratio.

As far as text goes, you can have up to 40 characters in your headline, 125 characters in your primary text, and 30 characters in your description.

Facebook feed ad sizes

• Maximum file size: 30 MB
• Maximum image size: 600 x 600 pixels
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1.91:1 to 1:1

Facebook feed ad character limit

• Headline: 40 characters
• Primary text: 125 characters
• Description: 30 characters

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Facebook carousel ads sizes

Facebook carousel ads also show up in users’ news feeds. These Facebook ad types include multiple images or videos instead of just one. The visuals are presented in a gallery- or slideshow-like format, and you can use anywhere between two and 10 images or videos.

Facebook ad size requirements for carousel ads are similar to Facebook feed ads. Images can be up to 30 megabytes and videos up to four megabytes, and they should be at least 1080 by 1080 pixels in resolution. You’ll want to stick to an image ratio in the range of 1.9:1 to 1:1. Videos must be at least one second long and can be as long as 240 minutes.

Other guidelines include up to 40 characters for the headline, 125 characters for the primary text, and 20 characters for the description.

Facebook carousel ad sizes

• Maximum file size: 30 MB for images; 4 MB for videos
• Maximum image size: 600 x 600 pixels for images; 120 x 120 pixels for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1.9:1 to 1:1 ​​

Facebook carousel ad character limit

• Headline: 40 characters
• Primary text: 125 characters
• Description: 30 characters

Facebook right column ads sizes

Facebook’s right column ads don’t show up in the main news feed. Instead, they appear on the right-hand side of Facebook pages for desktop users. Mobile users don’t see Facebook right column ads.

Some of the same Facebook ad size guidelines apply for carousel ads and right column ads. That means you can have images up to 30 megabytes or videos up to four megabytes. You can also add up to 10 visual assets, but Facebook will only display the first one for right column ads. The resolution should be at least 1080 by 1080 pixels, and videos can be from one second up to 240 minutes.

There are some differences from Facebook carousel ads, though. The image ratio on your right column ads should be 1:1. You’re limited to 40 characters for right column ad headlines, and there’s no space for any other copy.

Facebook right column ad sizes

• Maximum file size: 30 MB for images; 4 MB for videos
• Maximum image size: 600 x 600 pixels for images; 120 x 120 pixels for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook right column ad character limit

Facebook in-stream video ads sizes

Facebook in-stream video ads also use the carousel format, except these appear in users’ Facebook Live feeds. In other words, when someone is watching Facebook Live videos, your in-stream video ads may appear after the user has been tuned in for at least one minute. Unlike right column ads, Facebook in-stream video ads appear only for mobile users.

You can use two to 10 videos for your in-stream video ad carousel, each ranging anywhere from one second to 240 minutes. Videos can be up to four gigabytes in size. The image ratio needs to be 1:1, and you also need a resolution of at least 1080 by 1080 pixels, though there’s no maximum resolution.

Here, you also have space for copy. This includes a 40-character headline and 20-character description, and 125 characters for primary text.

Facebook in-stream video ad sizes

• Maximum file size: 4 GB
• Maximum image size: 120 x 120 pixels
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook in-stream video ad character limit

• Headline: 40 characters
• Primary text: 125 characters
• Description: 20 characters

Learn more: Facebook Video Ads: How to Stop Scrolling Shoppers and Engage Them With Your Ad

Facebook Marketplace ads sizes

You can also run ads on Facebook Marketplace, which is the social network’s Craigslist-esque feature where users can advertise and browse items for sale. Facebook Marketplace listings are free for users, and advertisers can also pay to place their ads on this section of the site.

Facebook Marketplace ads share the same size guidelines as in-stream video ads: two to 10 videos, one second to 240 minutes each; up to 30 megabytes for images and four gigabytes for videos; at least 1080 by 1080 pixel resolution (no maximum); and a 1:1 image ratio.

You also have the same guidelines for copy: 40 characters for the headline, 20 characters for the description, and 125 characters for the primary text.

Facebook Marketplace ad sizes

• Maximum file size: 30 MB for images; 4 GB for videos
• Maximum image size: 600 x 600 pixels for images; 120 x 120 pixels for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook Marketplace ad character limit

• Headline: 40 characters
• Primary text: 125 characters
• Description: 20 characters

Facebook Instant Articles ads sizes

Facebook Instant Articles are displayed to mobile users in order to optimize the content experience. These Facebook ad types are content-first and often include a fair amount of copy for users to read. That’s why they’re specifically optimized for mobile users—to make the content easier to digest and engage with from a smaller device.

The Facebook ad sizes for Instant Articles are similar to other ad types. You can have two to 10 images or videos, 30 megabytes for images and four gigabytes for videos. Videos can be anywhere between one second and 240 minutes long. You’ll need a 1:1 image ratio and at least 1080 by 1080 pixel resolution.

Again, you have space for a headline, description, and primary text. You have the same requirements as other types, 40 characters, 20 characters, and 125 characters, respectively.

Facebook Instant Articles ad sizes

• Maximum file size: 30 MB for images; 4 GB for videos
• Maximum image size: 600 x 600 pixels for images; 120 x 120 pixels for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook Instant Articles ad character limit

• Headline: 40 characters
• Primary text: 125 characters
• Description: 20 characters

Learn more: Setting up Shopify’s Facebook channel for marketing

Facebook Stories ads sizes

Facebook Stories are similar to Instagram Stories—these posts expire after 24 hours, so users can only see them for a limited time. Users scroll through Facebook Stories from the people and pages they follow, and they see advertisements intermittently.

Facebook Stories, or Expandable Carousel, ads have a maximum of three image cards and you can’t use video. Each image can be up to 30 megabytes in size, with a width of 500 pixels. Facebook recommends leaving at least 250 pixels at both the top and the bottom of your image to leave space for calls to action and other in-app text. The image ratio should be 1:1 and resolution at least 1080 by 1080 pixels. You also have 125 characters for primary text.

Facebook Stories ad sizes

• Maximum file size: 30 MB
• Maximum image size: 500 pixels wide
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook Stories ad character limit

• Primary text: 125 characters

Facebook collection ads sizes

Facebook collection ads appear in users’ news feeds and are ideal ad formats for ecommerce brands in particular. These ads take users to a Facebook Instant Experience, which is a full-screen in-app landing page dedicated to featuring your brand and products. Users can shop directly from these landing pages.

Facebook collection ads feature a cover image or video plus three individual product images—they all share the same size guidelines. Images can be up to 30 megabytes—videos up to four gigabytes—and have at least 1080 by 1080 pixel resolution and a 1:1 image ratio.

You also get 40 characters for a headline and 125 characters for primary text.

Facebook collection ad sizes

• Maximum file size: 30 MB for images; 4 GB for videos
• Maximum image size: 600 x 600 pixels for images; 120 x 120 pixels for videos
• Resolution: at least 1080 x 1080 pixels; no maximum resolution
• Image ratio: 1:1

Facebook collection ad character limit

• Headline: 40 characters
• Primary text: 125 characters

Learn more: Facebook Pixel: How to Create Better Facebook Ads for More Conversions

Moving forward with your Facebook ads

Using your online store as your mission control center certainly has its advantages. It’s easier to manage all aspects of your business, you can avoid seller restrictions, and you can seamlessly integrate various areas of your business for a clearer holistic picture. However, you still need to meet buyers where they’re at, and that’s where distribution channels like Facebook come into play.

Today’s thriving ecommerce brands exist on more than just their own branded websites. They have a multichannel approach to building customer connections and ultimately promoting and selling their products. Selling and advertising on Facebook is just one avenue that online entrepreneurs can take.

When you integrate selling on Facebook with Shopify, advertising on Facebook becomes a lot simpler. You can automatically sync your product catalog, sell your products where people shop, and manage everything from within your centralized Shopify dashboard.