What is a Meta catalogue, and do I need one for ads?
A Meta catalogue is a list of your products (names, prices, images, links) stored in Meta's Commerce Manager, so Facebook and Instagram ads can pull from it automatically. You don't need one for a normal image or video ad, but you do need one for Advantage+ catalogue ads, the ads that show each person the products most relevant to them.
ShoaibUpdated 3 min read
What does a catalogue hold?
According to Meta's Business Help Centre, a catalogue holds information about the products and services you want to promote. That can be items sold online, like clothing or beauty products, and also things like hotels, vehicles, real estate or local services.
When do I actually need one?
| You want to… | Need a catalogue? |
|---|---|
| Run one image or video ad for an offer | No |
| Show shoppers the exact products they viewed | Yes |
| Let Meta pick products per person automatically | Yes |
Meta says Advantage+ catalogue ads can retarget people who viewed products but didn't buy, find new customers, and cross-sell or upsell. They look like normal single image, carousel or collection ads, but the products change for each person. Meta lists a catalogue plus a Meta Pixel or app SDK as requirements. For the retargeting side, see retargeting basics.
How do I create one?
Meta describes three main ways to add products in Commerce Manager:
- Connect a partner platform such as Shopify, which syncs products for you.
- Upload a data feed: a spreadsheet or XML file, once or on a schedule (hourly, daily or weekly).
- Add products manually with a form.
Then connect your Meta Pixel to the catalogue so Meta can match products to what people did on your site.
Is it worth it for a small store?
If you sell many products online, usually yes, because the ads pull from your product list instead of you building one ad per item. With only a few items, normal ads may be enough to start. For Meta's more automated sales setup, see how an Advantage+ shopping campaign works.
Want your catalogue and product ads set up as part of your digital marketing? See our Meta Ads service.