Create a Meta Ad

How-to | 1/28/2026 | Learn how to create a Meta Ad

Meta Ads allow brands to seamlessly connect with their customers through engaging images / videos and relevant messaging. These ads feature photos and short videos that can be linked to coupons or a specific Landing Page.

Use Meta Ads to reach one of the largest purchase-based audiences directly on Meta (formerly Facebook).

You can also bring your own pre-existing Influencer creative content to amplify your Meta Ad!

Using existing creator content is NOT the same as an Influencer Campaign.

Also, the Meta measurement solution, Advanced Analytics, enables KPM to measure the impact of media on Meta in a secure cleanroom environment.

Due to unique limitations with the Meta measurement solution, Advanced Analtyics, you cannot create a Cross-Channel campaign. If you have any questions, contact your Account Manager.

Populate Schedule

A three (3) week lead time is needed for this type of Campaign.

Use the calendars to enter your Media Start Date The first day the campaign is displayed to customers (for example, March 1, 20YY). and Media End Date The last day the campaign is displayed to customers (for example, March 1, 20YY)..

The recommended length of this type of Campaign is four (4) to eight (8) weeks.

Once you enter these dates, the Milestones table with important milestones is automatically populated.

Add Influencer Content

Select Yes or No to answer, "Will this campaign be promoting Influencer created content?".

If Yes, confirm that the content follows Kroger Precision Marketing Influencer Guidelines and that you have usage rights.

Select which option best fits your Influencer created content:

KPM Influencer content
Non-KPM pre-made Influencer content
This Campaign does not feature Influencer content

If you need / want new Custom Influencer creatives, see Partner with Custom Influencers and review the KPM Custom Influencer Guidelines.

Add Measurement UPCs

Click Add UPCs Universal Product Codes.
In the new window, click Add UPCsto select a method for adding UPCs.

Method	Use Case	Instructions
CPG to Brand Drilldown	Find specific brands by their CPG (like Simple Truth within The Kroger Co.) Use when you want to add an entire brand to your coupon to ensure everything tied to a brand is captured; good for portfolio activations	Click through the Kroger hierarchy until you reach the desired level (like The Kroger Co. > The Kroger Co. > Simple Truth). Click the checkbox next to the brand you want to add. The summary box on the left confirms the number of UPCs in the selected brand.
Location in Hierarchy	Find your UPCs in the Kroger hierarchy Reflects how Kroger categorizes products sold in-store. You can drill into the highest level, Primary Department, through mid-levels (like Commodity), all the way down to individual Scan UPCs.You can add UPCs starting with the Commodity level down through the Scan UPC level. Selecting at the Commodity and Sub-Commodity levels adds all UPCs in that Commodity or Sub-Commodity. Use when you want to capture all UPCs in a specific category for your coupon; it's helpful to have knowledge of the Kroger hierarchy when using this option	Click through the Kroger hierarchy until you reach the desired level (like All > Grocery > Groc-All Other > Dry Noodles and Pasta). Click the checkbox next to the group of products you want to add.
UPC Description Search	Find UPCs with keywords (like Kroger Pasta Sauce) Use when you don't have UPCs on hand, but know what product you are looking for or when you want to include pack sizes (like six (6) pack Sprite)	Enter a search term for the UPC. 84.51° Prism searches for the search term in the UPC description and returns results accordingly. Select all the UPCs you want to add.
Manual Entry	Copy and paste your UPCs directly into 84.51° Prism Use when you have a prepared list of product UPCs	Enter (or copy / paste) your 13-digit UPCs. Click Validate UPCs. Select all the UPCs you want to add from each column (Matching UPCs All UPCs matching what you entered/pasted, Alternate UPCs UPCs that you entered / pasted that are found when dropping the check digit (the last number of the UPC)., and/or Not Found UPCs UPCs that you entered/pasted that were not found. If these are new products, they may not validate, but you should still include them.).
Product Groups	Add UPCs from a previously saved Product Group Create a new Product Group Use when you have a group of frequently used UPCs	Search for your Product Groups by entering a search term. If you don't have any Product Groups or want to create a new one, click Create Product Group. To learn how, see Create and modify Product Groups. Select the Product Group(s) you want to add.

Click Add UPCs to Campaign to add the select UPCs.

84.51° recommends copying any UPCs, so that you can use them later in the intake process where UPC entry is needed.

Click Copy (#) UPCs to copy the selected UPCs to your clipboard. Then, you can use Manual Entry to add these UPCs to your Campaign.

Add Coupons

Select Yes or No to answer "Is this channel driving to a coupon?".

If Yes, click Add Coupon.

For full instructions, see Create a new coupon.
If No, proceed to Click-Through Destination Where customers land when they click on a campaign ad..

If adding a coupon, you'll need to perform some more coupon-related tasks.

Select which Coupon Targeting Type you want for this coupon.
Select an answer to the question, "What type of transactions should this coupon be redeemable for?".
Use the calendars to select Coupon Display Start, Coupon Display End, and Expiration Dates.
Review Divisions and selected coupon UPCs.

Add Click-Through Destination

Select a Click-Through Destination Where customers land when they click on a campaign ad. from the dropdown menu.

Option	Definition	Instructions
Curated Product List	Group of products available on Kroger Owned and Operated Pages for a customer to add directly to their Pickup order or online shopping list 84.51°'s recommended best practice	Select the Type of Product List. If you select, Custom Product List, click Add UPCs to start creating your list. If using a coupon, select which coupons should appear on the Click-Through Destination.
General Coupon Pool	Direct link to a specific coupon in the General Coupon Pool	If using a coupon, select which coupons should appear on the Click-Through Destination.
Kroger Owned and Operated Page	Department or seasonal page hosted on Kroger Owned and Operated Pages MUST go live a minimum three (3) business days prior to the media live date	Use the dropdown to answer, "Where will this page be located?". If using a coupon, select which coupons should appear on the Click-Through Destination.
Landing Page	Temporary Landing Page where brand content, recipes, and/or coupons can be hosted for a specific campaign Creative development required and additional lead times apply	Select a Landing Page Template. If using a coupon, select which coupons should appear on the Click-Through Destination.

Enter Targeting

Enter your Channel Budget.

Your Channel Budget is the available budget for this channel, not including downloads, redemption, or any costs other than insertion.
Set the Frequency The number of times your campaign will be optimized in flight according to your chosen initiative or the average number of times an individual sees an ad during a campaign to help balance exposure without causing ad fatigue..

Frequency is the amount of times your ad can be exposed to a single Household in a single week. For example, if your Frequency is set to six (6), then a Kroger shopper can see this ad up to six (6) times a week.

Frequencies vary based on tactic.
(Optional) Enter any Guidance for this Audience.

This guidance helps to define the audience you want to target for this Campaign.
Select an answer to the question, "What is the primary initiative of this channel?".
- Awareness — Introduce and raise awareness of your brand with customers
- Consideration — Raise consideration of your products with customers
- Conversion — Increase conversion of your products with customers
  
  If you choose Conversion as the primary initiative, Standard Manual Audience is auto-selected as the targeting for the Campaign.
Select an answer to the question, "How should this channel be optimized in flight?" (your selection should match the channel's primary objective).

This selection is auto-selected to match your Campaign's primary initiative.

Select an answer to the question, "What kind of targeting do you want to use for this campaign?".

Option	Description	Instructions
Prism Custom Audience	Science-driven audience building recommendations refined by segment customization based on the channel, objective, and UPCs used for model scoring Best used for Campaigns with a single coupon and a single creative Good for Division-Level audience building and mutual exclusivity	Work with your Account Manager to create your Prism Custom Audience. Once targeting is finalized, you'll see the details in your channel.
Standard Manual Audience	Work with your Account Manager to create an audience for this Campaign Best used for Campaigns with multiple coupons and creatives Can use Cross-Channel targeting Good for Store-Level audience building and niche Audience Segments	Enter a Segment Name. Click Add UPCs to add UPCs for this Audience Segment. When finished, click Add UPCs to Segment. Select which Audience Segments you want to be used with this channel. (Optional) Click Add Audience Segments to add more audience segments. (Optional) Repeat previous actions.

Option

Description

Instructions

Prism Custom Audience

Science-driven audience building recommendations refined by segment customization based on the channel, objective, and UPCs used for model scoring
Best used for Campaigns with a single coupon and a single creative
Good for Division-Level audience building and mutual exclusivity

Work with your Account Manager to create your Prism Custom Audience.

Once targeting is finalized, you'll see the details in your channel.

Standard Manual Audience

Work with your Account Manager to create an audience for this Campaign
Best used for Campaigns with multiple coupons and creatives
Can use Cross-Channel targeting
Good for Store-Level audience building and niche Audience Segments

Enter a Segment Name.
Click Add UPCs to add UPCs for this Audience Segment.
When finished, click Add UPCs to Segment.
Select which Audience Segments you want to be used with this channel.
(Optional) Click Add Audience Segments to add more audience segments.
(Optional) Repeat previous actions.

Set up Ad Experience

Select Yes or No to answer, "Do you plan to provide KPM-approved 3rd party tracking tags?".

If Yes, answer any additional questions that appear and provide any additional information that will help the 84.51° Prism team with this Ad Experience.

If you choose Conversion as the primary initiative of this Campaign, No is auto-selected for this question.

KPM uses Clinch and has DoubleVerify connected to all social accounts.

Accepted tags include:

Click tags

To learn more about tags, see KPM tagging guidelines.

Set up Creative Version(s)

If you want your entire audience to see the same Click-Through Destination and/or Creative, add all audiences to one (1) segment.

If you want audiences to see different Click-Through Destinations and/or Creatives, add more than one (1) creative version and select the desired audience for each version.

Select an answer to, "What type of ad is this?".

Based on your primary initiative choice (Awareness, Consideration, or Conversion), not all options will be available.
- Carousel — Displays multiple photos on rotation.
- Photo— A singular, static photo for the post.
- Video — A post that plays a video ad.
- Collection — A larger cover image or video, paired with a group of smaller product images from a product set.
- Product Carousel — Shows two (2) or more images and/or videos in a single ad, each with its own headline, description, link and call to action.
If prompted, select Yes or No to answer, "Will you be providing creative optimized for the story placement 9:16?".

Select Yes if you will be providing creative that fits the specifications for Meta Stories.
If prompted, select Yes or No to answer, "Will you be providing creative optimized for the reels placement 9:16?"

Select Yes if you will be providing creative that fits the specifications for Meta Reels.
(Optional) Enter Notes for this version.

If creating multiple versions, enter a comment describing the differences between versions.

To learn more about creative specs, see KPM creative specs and policy documents.
Click Add UPCs to add Promoted Product UPCs.
Select answers to "Which divisions should be included?"
(Optional) Click Add Another Version to create additional creative versions for your Campaign.
(Optional) Repeat the steps above for each additional creative version.

Save Campaign Details

After you enter all of your Campaign Details, click Save.

You can click Save at any time and return to finish your Campaign Details later, if desired.

View report

A media metrics / attribution report is delivered eight (8) weeks post-period and includes, but is not limited to:

Campaign summary — Gives the context of the Campaign (with Cost and Impressions)
Engagement metrics — Provides metrics (like Impressions, Click-Through Rate, and Clicks) as awareness KPIs
Performance summary — Provides top-level performance metrics (like aROAS Attributable Return on Ad Spend: The total sales of the test group relative to the Total Campaign Cost as determined by the total sales for the products being measured., Total attributable sales, and Household Penetration)
Audience breakdown — Provides metrics (like Impressions and Sales) to help you understand which Audience Segments performed best
UPC contribution — Showcases the top selling UPCs by % post period sales by UPC
Glossary — Provides a metric glossary for easier interpretation of results