{"id":23471,"date":"2024-12-30T00:00:00","date_gmt":"2024-12-30T00:00:00","guid":{"rendered":"\/uncategorized\/a-pro-advertisers-guide-to-dynamic-catalog-ads-and-creatives-on-facebook\/"},"modified":"2026-03-29T22:16:44","modified_gmt":"2026-03-29T22:16:44","slug":"a-pro-advertisers-guide-to-dynamic-catalog-ads-and-creatives-on-facebook","status":"publish","type":"post","link":"https:\/\/goodads.ai\/blog\/a-pro-advertisers-guide-to-dynamic-catalog-ads-and-creatives-on-facebook","title":{"rendered":"Advantage+ Catalog Ads (Facebook DPAs) – The Ultimate Guide"},"content":{"rendered":"

Updated: Sept 2025<\/em><\/p>\n

What are Dynamic Product Ads (DPAs)?<\/h2>\n

A dynamic ad<\/a> (now rebranded as Meta Advantage+ Catalog Ad) is an ad that shows different products to different people based on what Meta knows they are in the market for.<\/p>\n

So, Meta may show this brand and product selection to one potential customer for menswear:<\/p>\n

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\"A<\/div>
Catalog ad by One Golden Thread<\/em><\/figcaption><\/figure>\n

But this selection to a different shopper who is also looking for menswear from the same brand:<\/p>\n

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\"A<\/div>
Catalog ad by One Golden Thread<\/figcaption><\/figure>\n

Since Meta has access to massive amounts of data regarding the shoppers’ buying preferences, browsing history, and brand affinities, this form of advertising can be insanely profitable.<\/p>\n

So why isn\u2019t every brand profiting off this ad format? To understand that, let\u2019s first take a look at how catalog ads work.<\/p>\n

How do DPAs work?<\/h2>\n

Dynamic product ads, catalog ads, product feed ads – they all mean the same thing. Previously called Facebook Dynamic Ads, this ad unit was rebranded as \u2018Advantage+ Catalog Ads\u2019 by Meta in 2023.<\/p>\n

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Want clarification on Meta\u2019s Advantage+ nomenclature? Learn the difference between Advantage+ catalogs, campaigns, and budgets<\/a>.<\/p>\n<\/div>\n<\/div>\n

\u200dDynamic ads are based on a product feed or a product catalog.\u00a0<\/strong><\/p>\n

So, instead of selecting one product and designing an ad around it, you give Meta a list of all the products in your store along with details like image, title, price, inventory, variants etc. This list is known as a product catalog<\/em> or product feed<\/em>.<\/p>\n

Based on their algorithm and the information from your product feed, Meta will serve the correct products to the correct person.<\/p>\n

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\"Screenshot<\/div>
Screenshot of a product feed sent to Meta’s product catalog<\/figcaption><\/figure>\n

In Meta<\/a>\u2019s own words:<\/p>\n

\u201cFacebook\u2019s dynamic ads enable you to automatically promote your entire product catalog across Facebook, Instagram, and Audience Network without having to create thousands of individual ads. Dynamic ads capture the intent signals that customers show on websites and apps to ensure that the right products are connected to the right people.\u201d<\/em><\/p>\n

Shopify offers a native integration with Meta where your product information is automatically sent to Meta’s Ads Manager. Alternatively, you can upload your product catalog via a CSV, or XML feed.<\/p>\n

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Dynamic ads not performing?<\/p>\n

Check out the 3 most common catalog setup mistakes<\/a> and how to avoid them.<\/p>\n<\/div>\n<\/div>\n

\u200d<\/p>\n

Dynamic Ads – Bottom of the Funnel (Retargeting) or Top of the Funnel (Prospecting)?<\/h2>\n

\u200d<\/p>\n

Dynamic ads can be run as Prospecting or Retargeting campaigns.<\/p>\n

Retargeting Campaigns<\/strong> – target audiences who are already aware of your brand\/products. The idea is to show past purchasers other products that they may be interested in and to encourage undecided shoppers to complete their purchases.<\/p>\n

Prospecting Campaigns<\/strong> – geared toward potential buyers who are not familiar with your brand. Here Meta takes into account a shopper\u2019s browsing history, behavior, interests, demographics, etc., to show shoppers new brands and products that they may be interested in.<\/p>\n

While catalog ads have traditionally been run as retargeting campaigns by advertisers, this has changed since iOS 14. Currently, a large number of Socioh\u2019s users have been seeing more success with using dynamic ads in TOF campaigns.<\/p>\n

DPA Formats<\/h2>\n

Dynamic ads can be either single-image ads, collection ads, or, more popularly, carousel ads. Meta has recently started encouraging testing of video DPAs (called product-level videos or PLVs) as well.<\/p>\n

Carousel ads<\/strong> offer many advantages. They:<\/p>\n