Meta (Facebook) supports playable ads and interactive end cards for app install campaigns. Following their technical requirements ensures approval and good delivery. This guide covers Meta playable ad specs and how to create them.
Meta Playable Ad Requirements
Meta supports playable HTML files up to 5 MB (all ad networks support a 5 MB cap). The creative must be a single HTML file with all assets inlined; no external scripts or images. The playable should work on mobile (portrait/landscape) and include a clear path to the app store (iOS/Android).
Smaller files load faster. Use compressed images and avoid large video or heavy scripts. Meta supports both portrait and landscape; choose the orientation that matches your campaign creative. All ad networks support up to 5 MB per file.
Technical Details
All assets must be embedded in the HTML file. No external stylesheets, scripts, or image URLs. The CTA button should detect the user device and open the correct app store link. Test on both iOS and Android before scaling.
Creating Meta Playable Ads
A no-code playable ad builder that supports Meta export will handle format. You design the end card (background, text, CTA), set app store URLs, and export the Meta-ready HTML (all networks support up to 5 MB). Then upload in Meta Ads Manager and attach to your app install campaign.
In the export step, select Meta (or Facebook) as the target network. The tool will output a single HTML file. Upload it in Ads Manager when creating or editing your playable ad creative. You can use the same design for other networks by exporting again for each.
Meta Ads Manager and Campaign Setup
In Meta Ads Manager, create an app install campaign and choose the playable ad format when adding creatives. Upload your HTML file and pair it with your app and store links. Meta will serve the playable to users in feed and other placements. You can combine the playable with other ad formats in the same campaign to test performance.
Meta provides reporting on engagement and installs, so you can see how playable creatives perform compared to static or video. Use split tests to compare different end card designs or CTAs. Optimize based on install rate and cost per install to get the most out of your playable ads on Meta.
Best Practices for Meta Playable Ads
Keep the creative mobile-first: large tap targets, readable text, and a clear CTA. Use compressed assets for faster load times (all ad networks support up to 5 MB). Test on both iOS and Android devices before scaling spend. If you run video ads as well, consider using a matching end card so the transition from video to CTA feels cohesive.
Create playable end cards in minutes—no code required.
Open Playable End Card Maker