{"id":4270119,"date":"2015-02-06T09:46:11","date_gmt":"2015-02-06T07:46:11","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/facebook-mpa-multi-product-ads-everyone-just-e-commerce-players\/"},"modified":"2025-12-08T13:44:56","modified_gmt":"2025-12-08T11:44:56","slug":"facebook-mpa-multi-product-ads-everyone-just-e-commerce-players","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/facebook-mpa-multi-product-ads-everyone-just-e-commerce-players\/","title":{"rendered":"Facebook MPA (Multi-Product Ads) are for everyone, not just for e-Commerce players"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tFacebook MPA (Multi-Product Ads) are for everyone, not just for e-Commerce players\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tStephanie Bissonnette\t\t
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\n\t\tIf you’ve got any form of marketing automation or some semblance of a funnel, you can use Facebook MPA (Multi-Product Ads) to tell a story.

In other words, string together messages into a sequence. Social is not about a one-night stand but progressive nurturing, so Facebook is adding increasing sequencing capabilities for you.

Currently, MPA is available only to API partners and by special request in Power Editor, but you can get your hands on it soon. Interestingly, dynamic retargeting is coming to Facebook natively, which is another nail in the coffin of FBX (third-party retargeting).

Other ways to use MPA are to test out anything that comes in multiples– not just multiple products. You could try out multiple benefits of your product. Or try multiple images since people will want to swipe left to peek at the other images in the stack.

They can be lifestyle images, product images, feature-promoting images – anything with a general theme. Another way to look at this is that you’re getting up to 4 “impressions” for the price of one when you use MPA.

Think of this like extensions within Google AdWords – link extensions to get more real estate, review extensions when you have great reviews, map extensions, etc…

To our knowledge, we don’t get stats on whether the user swiped to view more of the ad. I don’t believe those count as clicks, but I could be wrong.

Note also that the images are 600\u00d7600 for MPA, so you\u2019ll create more work for your design person here. But it\u2019s worth it. And you\u2019re creating more work for your content marketing team since every frame can have its image, description, and link destination.

We\u2019d be curious to see how much more traffic the image in position one gets versus all the other ones. Google gives us ad performance by position \u2013 and Facebook does, too. But it\u2019s by positioning in the News Feed, not the relative positioning within a MPA unit.

We have just started testing, so we don\u2019t have any clear conclusions to share with you on general performance, what types of creatives work best, or what verticals are finding the most success.\u00a0

But you can certainly see from Facebook\u2019s test results, that CPA, CPC, and CTR are all greatly improved. We asked Franco Puetz for his thoughts:
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