# What are collection ads?

> Collection ads show a cover image or video with product thumbnails below. A tap opens a full-screen shop on mobile. Rules, objectives and a worked example.
- **Author**: Marxx
- **Published**: 2026-11-14
- **Category**: Meta
- **URL**: https://marxx.ai/library-glossary/collection-ads

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Collection ads are a Meta format with a large cover image or video and a grid of smaller product images below it. Tap the cover and a full-screen shop opens on the phone. Tap a product and your product page opens ([Meta Help Center](https://www.facebook.com/business/help/2445340345521914), checked 2026-10-20).

## The rules

- **Objectives:** Awareness, Traffic, Engagement, Leads or Sales.
- **Devices:** mobile only. Collection ads do not show on desktop.
- **Placements:** Facebook Feed, Marketplace, Stories and Reels, and Instagram Feed, Stories, Reels and Explore.
- **Size:** you need at least 4 products or images in the full-screen shop. The first image or video becomes the cover. The rest become the small thumbnails.
- **Templates:** Meta offers Storefront, Customer acquisition, Lookbook, Digital circular and AR experience. Storefront can order products by what people are most likely to respond to.

Meta notes that the Lookbook template does not work on Instagram placements. Meta is also rolling out a new ad setup. If you do not see "Collection" in Ad setup, look in Ad creative, under Format display options.

## A worked example

Say you sell kurtas. You use a 15-second video as the cover and 12 products from your catalog in a Storefront shop. You spend INR 25,000. The numbers are made up.

| Step | People | Rate |
|---|---|---|
| See the ad | 40,000 | |
| Open the shop | 1,200 | 3% of viewers |
| Tap a product | 360 | 30% of shop visitors |
| Buy | 36 | 10% of product taps |

- Cost per purchase = 25,000 / 36 = **INR 694**
- Opening the shop: 1,200 / 40,000 = 3%

The weak step shows you what to fix. If few open the shop, change the cover. If few tap a product, change what you show first.

## When to use them

- You sell many products and want to move people from discovery to purchase on a phone.
- You already have a product catalog. See [Advantage+ catalog ads](/glossary/advantage-plus-catalog-ads).
- You want a richer view than a swipe row. Compare with [carousel vs single image ads](/compare/carousel-vs-single-image-ads).

Raise [AOV](/glossary/aov) by putting bundles or best sellers in the first thumbnails.

## FAQ

### How many products does a collection ad need?

At least 4 products or images in the full-screen shop, per Meta.

### Do collection ads work on desktop?

No. Meta says they can only appear in mobile placements.

### Can I run collection ads without a catalog?

Yes. Meta says you can add products to the shop from a catalog or enter product details by hand in Ads Manager.

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