The Ultimate Facebook Ad Size Guide

In this guide I'll show you what are the recommended Facebook Ad Sizes for photos and videos.

It is important that you get the sizes right or your Facebook ads might get cropped.​

If you want your ads to display properly in mobile or desktop, you have to follow the recommended guidelines.​

Here is the index of all Facebook Ads Objectives:

  1. Clicks to Website
  2. Website Conversions
  3. Page Post Engagement
  4. Page Likes
  5. App Installs
  6. ​App Engagement
  7. Local Awareness
  8. Event Responses
  9. Offer Claims
  10. Video Views

Summary table of all Facebook ad image sizes.

Objective

Recommended Image Size (pixels)

Clicks to Website

1200

628

Website Conversions: Links

1200

628

Post Page Engagement

1200

900

Page Likes

1200

444

App Installs

1200

628

App Engagement

1200

628

Local Awareness

1200

628

Event Responses

1200

444

Offer Claims

1200

628

Video Views

1200

675

Note: Images in carousel format ads, regardless of objective, are recommended to be 600 x 600 pixels in size.

And this is the expanded version of the Ultimate Facebook Ad size guide with all the design recommendations and guidelines.

1. Clicks to Website

1.1 Clicks to Website: Links

Send people to important sections of your website.

Photo

Design Recommendations

Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Text: 90 characters​

Headline: 25 characters​

Link Description: 30 characters​

Your image may not include more than 20% text

Tip: Add a call-to-action button like "Shop Now" to encourage people take that action on your website.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Install a conversion tracking pixel on your website to measure your results.

Call to Action​: Add a call-to-action button like "Shop Now" to encourage people take that action on your website.

1.2 Clicks to Website: Carousel (Multi Product)

Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website.

Photo

Design Recommendations

Image Size: ​600 x 600 pixels

Image ratio: 1:1

Text: 90 characters​

Headline: 40 characters​

Link Description: 20 characters​

Your image may not include more than 20% text

Tip: Use product imagery to target returning or high-intent customers, and lifestyle imagery to target new customers. While you should use images that are related to one theme in each ad, try different creative strategies, like storytelling or sequencing, to see what works best for you.

Creative Optimization: This feature will optimize the performance of your ad by selecting and ordering the best-performing images and links for each person who sees your ad.

2. Website Conversions

2.1 Website Conversions: Links

Optimize your ad to get people to take specific actions on your website, such as signing up for a newsletter or buying a product.

Photo

Design Recommendations

Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Text: 90 characters​

Headline: 25 characters​

Link Description: 30 characters​

Your image may not include more than 20% text

Tip: Add a call-to-action button like "Shop Now" to encourage people take that action on your website.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Install a conversion tracking pixel on your website to measure your results.

Call to Action​: Add a call-to-action button like "Shop Now" to encourage people take that action on your website.

2.2 Website Conversions: Carousel (Multi Product)

Showcase 3-5 images and links within a single ad unit to direct people to specific locations on your website.

Photo

Design Recommendations

Image Size: ​600 x 600 pixels

Image ratio: 1:1

Text: 90 characters​

Headline: 40 characters​

Link Description: 20 characters​

Your image may not include more than 20% text

Tip: Create a Custom Audience of people who use your mobile app, then reach them with an ad encouraging them to take specific actions.

3. Page Post Engagement

You'll reach more people when you boost posts. Engagement can include likes on your post, comments, shares and photo views.

Photo

Design Recommendations

News Feed Image Size: ​1,200 x 900 pixels

News Feed Image ratio: 1.9:1

Right Column Image Size: 254 x 133 pixels

Right column image ratio: 1.9:1

Text: 90 characters​ (longer posts may be truncated on small screens)

Your image may not include more than 20% text

Tip: Create a Custom Audience out of your existing customers and then boost your posts to them through the targeting section of the ads create tool.

Video

Design Recommendations

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Even very short videos can be a powerful tool to engage your audience. It doesn't have to be fancy. Try recording a short video from your camera and promoting it on your Page.

Text

Design Recommendations

The recommended text length is how many characters of ad copy could be displayed on smaller screens.

Text: 500 characters

Tip: Keep your text short and concise so people can understand your message quickly. 150 characters or less is a good text length to aim for.

4. Page Likes

Connect with all the people who matter to your business.

Photo

Design Recommendations

Recommended Image Size: ​1,200 x 444 pixels

Image ratio: 2.7:1

Text: 90 characters​

Headline: 25 characters​

Your image may not include more than 20% text

Tip: Find people who are the right fit for your business using location, age and interest targeting.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Find people who are the right fit for your business using location, age and interest targeting.

5. App Installs

Connect with all the people who matter to your business.

5.1 App Installs: Mobile App

Get people to install your mobile app.

Photo

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Text: 90 characters​

Your image may not include more than 20% text

Tip: Register your app with Facebook so you can set a cost per action (CPA) bid. You'll only pay when people install your app from a Facebook Ad.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Register your app with Facebook so you can set a cost per action (CPA) bid. You'll only pay when people install your app from a Facebook Ad.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

5.2 App Installs: Desktop App

Get people to use your desktop app.

Photo

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Text: 90 characters​

Your image may not include more than 20% text

Tip: Register your app with Facebook so you can set a cost per action (CPA) bid. You'll only pay when people install your app from a Facebook Ad.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Register your app with Facebook so you can set a cost per action (CPA) bid. You'll only pay when people install your app from a Facebook Ad.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

6. App Engagement

Get more activity on your mobile app.

6.1 App Engagement: Mobile App

Get people to install your mobile app.

Photo

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Image ratio: 16:9

Text: 90 characters​

Your image may not include more than 20% text

Tip: Create a Custom Audience of people who use your mobile app, then reach them with an ad encouraging them to take specific actions.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad, for example Use App.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Create a Custom Audience of people who use your mobile app, then reach them with an ad encouraging them to take specific actions.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad, for example Use App.

6.2 App Engagement: Desktop App

Get more activity on your desktop app.

Photo

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Text: 90 characters​

Your image may not include more than 20% text

Tip: Create a Custom Audience of people who use your mobile app, then reach them with an ad encouraging them to take specific actions.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad, for example Use App.

Video

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Register your app with Facebook so you can set a cost per action (CPA) bid. You'll only pay when people install your app from a Facebook Ad.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

7. Local Awareness

Create ads that reach people near your business. This feature is currently only available in some countries.

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Text: 90 characters​

Headline: 25 characters​

News Feed Description:​ 30 characters

Your image may not include more than 20% text

Tip: Choose Get Directions as your call-to-action button. When people tap on it, they'll see how to get to your business.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

8. Event Responses

Promote your Facebook Event to get more responses.

Design Recommendations

Recommended Image Size: ​1,200 x 444 pixels

Image ratio: 2.7:1

Text: 90 characters​

Headline: 25 characters​

Your image may not include more than 20% text

The date and time from your Facebook Event will automatically show in your ad.

Tip: Customize your headline and ad text to tell people why they should attend.

9. Offer Claims

Promote timely discounts or other deals for people to claim in your store.

Design Recommendations

Recommended Image Size: ​1,200 x 628 pixels

Image ratio: 1.9:1

Offer Title: 25 characters​

Text: 90 characters​

Your image may not include more than 20% text

Tip: Use location targeting to attract customers who are near your business.

10. Video Views

Tell a story using a video in your ad.

Design Guidelines

Text: 90 characters

Headline: 25 characters​

Thumbnail image size: should match the aspect ratio of your video. Your thumbnail image may not include more than 20% text.

Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan​

​Frames: 30fps max

Format: .mp4 container ideally with leading mov atom, no edit lists

Recommended Aspect Ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77 / 16.9 / HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillar boxing or letter boxing

Audio: Stereo AAC audio compression, 128kbps + preferred

File Size: Up to 1.75GB max

Bitrate: No limit to bitrate file if you're using two pass encoding, as long as long as your file doesn't exceed 1 GB. Otherwise, 8 megabits per second for 1080p and 4 megabits per second for 720p.

Length: 45 minutes max

Tip: Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

Call to Action: Add a call-to-action button to tell people what you want them to do when they see your ad.

Source: Facebook Ads Guide

Fernando
 

I'm Fernando, the guy behind Lodomus. I love everything related to internet marketing and I am here to help you as much as possible.

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