Facebook Ad Sizes and Specs (Updated for 2024)

Facebook can be an essential sales channels for your ecommerce businesses, a place where brands meet shoppers as they spend time online.

But maximizing brand success is more than selling on Facebook. You can also use Facebook as an advertising channel to push users back to your site, where you have more control over the experience and relationship.

Ahead, discover the best size for Facebook ads, the right Facebook ad dimensions, and more important details to promote your business and reach customers on Facebook in 2024.

Facebook feed ad sizes

Facebook feed ads are the platform’s 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, panoramic shots and 360-degree photos, animated GIFs, and videos.

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 4.5; offer ads and ads with  stock photos must be 1.91:1

Facebook feed ad character limit

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

Facebook carousel ad sizes

Facebook carousel ads also show up in users’ news feeds. These Facebook ad types include two to 10 images or videos presented in a gallery or slideshow. Facebook carousel ads specs are similar to Facebook feed ad specs.

Facebook carousel 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, which can be up to 240 minutes long
• 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: 20 characters

Facebook right column ad sizes

Facebook’s right column ads don’t display in users’ 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. You can also add up to 10 visual assets, but Facebook will only display the first one for right column ads. 

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

Facebook right column 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 which can be up to 240 minutes long
• Image resolution: at least 1080 x 1080 pixels ; no maximum resolution
• Image ratio: 1:1

Facebook right column ad character limit

• Headline: 40 characters

Facebook in-stream video ad 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. Here, you also have space for copy. 

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 ad sizes

You can also run ads on Facebook Marketplace, where users advertise and browse items for sale. Facebook Marketplace listings are free for users, while advertisers pay to place ads here.

Facebook Marketplace ads share the same size guidelines as in-stream video ads, and the same guidelines for copy.

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 ad sizes

Facebook Instant Articles are displayed to mobile users to optimize their content experience. These Facebook ad types are content-led, often featuring a fair amount of copy. They’re specifically optimized for mobile users so content is easier to digest and engage with from a small device.

Instant Articles ad sizes are similar to other Facebook ad types. 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 ad sizes

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

Facebook Stories carousel ads have a maximum of three image cards which don’t allow videos. 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. 

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 ad sizes

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

Facebook collection ads feature a cover image or video plus three individual product images—all with the same size guidelines.

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

Ultimately your online store should be your mission control—it’s easier to manage and integrate various aspects of your digital business there, with fewer external restrictions. 

However, a multichannel approach to building customer connections can help you promote and sell products. After all, you still need to meet buyers where they’re at, and that’s where distribution channels like Facebook come into play.

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