Ad specs / Meta (Facebook and Instagram)
Meta (Facebook and Instagram) ad character limits and specs
Published
Meta (Facebook and Instagram) ad character limits, image sizes and hard floors. Every figure quoted from Meta (Facebook and Instagram)'s own documentation with the date it was read, 2026-08-09.
read 2026-08-09 Source: https://www.facebook.com/business/ads-guide
What are Meta (Facebook and Instagram)'s ad character limits?
| Placement | Headline | Body text | Max file |
|---|---|---|---|
| Facebook Feed: image 4:5 1440 x 1800 | 27 | 150 | 30 MB |
| Instagram Feed: image 4:5 1440 x 1800 | 40 | 125 | 30 MB |
read 2026-09-23 These are Meta's recommendations. Facebook feed image and copy specs are read from facebook-feed and the Instagram specs from instagram-feed; Facebook primary text is given as a 50-150 character range.
Where two numbers are given, the first is what stays visible and the second is what the field accepts. They're different questions. Copy over the cap gets rejected at upload. Copy over the visible limit runs, and gets cut off. Most guides publish only one of the two.
The eighteen events the pixel can count
read 2026-09-23 Sources: meta-pixel/reference (17 standard events) and implementation/conversion-tracking (PageView)
This is the whole list. An event Meta (Facebook and Instagram) does not recognise cannot be selected in the conversion dropdown, so a campaign written around one has to be re-planned rather than renamed.
AddPaymentInfoAddToCartAddToWishlistCompleteRegistrationContactCustomizeProductDonateFindLocationInitiateCheckoutLeadPageViewPurchaseScheduleSearchStartTrialSubmitApplicationSubscribeViewContent
Call-to-action buttons
Meta (Facebook and Instagram) offers 14 button labels — no source recorded against this list, so check the dropdown.
- Shop Now
- Learn More
- Sign Up
- Book Now
- Contact Us
- Get Quote
- Download
- Subscribe
- Apply Now
- Get Offer
- Send Message
- Watch More
- See Menu
- Call Now
- Which call-to-action buttons this platform offers.
- Which ad categories are restricted here, and what declaring one does to your targeting.
- How this platform tracks conversions, and its default attribution window.
Listed rather than omitted. A spec sheet with no gaps is either complete or hiding something, and from the outside those look identical.
Which of these does a campaign have to satisfy?
AdPlaybook holds this spec as dated data and checks a finished campaign against it — character counts, audience floors, forbidden exclusions — before you paste anything into Meta Ads Manager. It is arithmetic, not a judgement call, so it runs on every campaign and costs nothing.