What Is Dynamic Creative in Meta Ads Manager?

Dynamic creative hands the mixing of ad parts to Meta. Instead of building every version yourself, you supply a set of images or videos, headlines, descriptions and buttons, and Meta assembles combinations and shows different ones to different people. The variations you get depend on the elements and the placements you choose. In Meta’s Marketing API the same idea runs through the asset feed spec, where Meta “automatically delivers different combinations to different users.”

How does dynamic creative work?

You switch it on at the ad set level, then add multiple elements at the ad level. Meta’s setup page gives these limits:

Element	Limit Meta states
Images and videos (single image or video format)	Up to 10
Headline options	Up to 5
Call-to-action buttons	Up to 5
Carousel format	Images only
Ads using dynamic creative	Maximum of 1,000; delete or archive some to create more

Results are reported as the combined performance of all variations, not per element.

Can you still use dynamic creative?

Partly. Meta says that as of June 2024 you may no longer be able to use dynamic creative when creating ad sets in Ads Manager with the Sales or App promotion objective. Existing campaigns that already use it are unaffected for now, and Meta recommends the flexible ad format to achieve a similar result. Its setup page still lists Awareness, Engagement, Traffic, Leads, App promotion and Sales as objectives where you can toggle it on.

Meta also notes that some features are only granted once an advertiser meets certain requirements, so a new business portfolio or ad account may not have access. Business Support Home shows which features you have.

How do you create an ad with dynamic creative?

1. Go to Ads Manager and click + Create.
2. Select your objective and click Continue.
3. Turn on the Dynamic creative toggle at the ad set level.
4. Select Single image or video, or Carousel, in the ad setup section.
5. Add images or videos, up to 10, or turn images into a video with Create video.
6. Add up to 5 headline options, a website URL and up to 5 call-to-action buttons.
7. Review variations in the ad preview, using Advanced preview for placements, then click Publish.

What doesn’t dynamic creative work with?

• Ads in multiple languages, dynamic language optimization or ad creative customization
• Asset customization
• Ads with political content
• The WhatsApp Status placement, which you cannot select while dynamic creative is on
• Meta’s creative fatigue recommendations, which do not cover ad sets using dynamic creative

What extra changes can Meta make?

Variations use only your elements unless you also turn on “Optimize creative for each person”. With that on, Meta lists changes such as enhancing images, cropping images and video, applying Stories templates, turning images into videos, swapping text between primary text and headline, adding songs, and showing carousel cards as a video.

FAQ

Can dynamic creative replace an A/B test?

No. Meta says that because results are shown as the aggregate performance across all variations, using dynamic creative as a substitute for split testing is not recommended. It positions dynamic creative for when you are unsure which media or components resonate with different audiences, not for proving which single element won.

Is dynamic creative the same as Advantage+ creative?

No. Dynamic creative combines the separate elements you upload into variations. Advantage+ creative enhancements adjust your media and text themselves, such as adding music or changing brightness. Within dynamic creative, Meta’s extra optimizations only apply if you also turn on “Optimize creative for each person”.

Why can’t I find dynamic creative in my Sales campaign?

Meta says that since June 2024 you may not be able to use dynamic creative when creating ad sets with the Sales or App promotion objective. Existing campaigns are not affected for now. For new Sales ad sets, Meta recommends the flexible ad format, which chooses the format from multiple media you upload.