Site Links in Meta Ads: What They Are and How to Use Them

Short answer: Site links in Meta ads are extra links shown below a single image or video ad, each pointing to a different page on your website. They are now an Advantage+ creative enhancement, available for Traffic, Engagement, Leads and Sales campaigns with a website destination, and appear only in the Facebook feed when Meta predicts they will improve performance.

Most ads send everyone to one page. Someone who wants your price list, a specific category or your store locator lands on a general page and has to hunt for it, and may give up. Site links let a single ad offer those shortcuts.

This guide is for advertisers running Facebook and Instagram campaigns. It replaces our 2024 post, written when site links had just appeared in Ads Manager, and covers how the feature works now: which campaigns qualify, how to set it up, how to write and track links, and what to use instead on Instagram.

What are site links in Meta ads?

Site links are additional URLs, each with a short title, displayed beneath the main image or video of an ad. A person can tap the main ad to reach your primary landing page, or tap a site link to go straight to a more specific page.

Meta’s developer documentation describes “Add site links” as an Advantage+ creative optimisation that showcases additional URLs below your static or dynamic single media, shown when Meta predicts they will improve performance. Meta’s Business Help Center has a matching article, “Create ads with site links in Meta Ads Manager”.

If you have run Google Ads search campaigns, the idea will be familiar from sitelink assets on search ads. The difference is that on Meta, the system decides whether to show the links for each impression.

Are site links still available in Meta Ads Manager?

Yes. Site links launched in 2024 as a manual option under an “Ad sources” section in Ads Manager, and early reports described the feature as being in beta and not available to all ad accounts. Meta now documents them as part of Advantage+ creative.

That change has three practical consequences:

• They are optional enhancements, not guaranteed placements. Meta shows site links only when it predicts they will help, so some impressions will show the ad without them.
• You turn them on with the other Advantage+ creative options at the ad level. A 2026 guide notes that site links must be enabled under Advantage+ creative.
• Delivery is limited to the Facebook feed. They do not appear in Instagram placements, Stories or Reels.

Which campaigns and ads can use site links?

According to Meta’s documentation, an ad must meet three requirements: an eligible objective, a website conversion location and a single image or video format. Even then, the links appear in one placement only.

That rules out Awareness and App promotion campaigns, carousel ads, and ads whose conversion location is an instant form, a messaging app or a call.

How do you add site links to a Meta ad?

You add site links at the ad level when creating or editing an eligible ad. Ads Manager labels move around, so treat these steps as a guide and follow the on-screen wording.

1. Create or open a campaign with the Traffic, Engagement, Leads or Sales objective.
2. At the ad set level, choose Website as the conversion location and complete your audience, budget and placements. Keep Facebook feed among the placements, since that is where site links appear.
3. At the ad level, choose your identity (Facebook Page and, if used, Instagram account) and select a single image or video format.
4. Enter your main destination URL for the ad.
5. Turn on site links in the Advantage+ creative options for the ad.
6. Review any suggested links. Meta may suggest site links from your website, which you can review, keep or remove.
7. Add your own links. For each one, enter a short title and the destination URL. Meta’s documentation shows each link can also carry its own image.
8. Put the most important links first. Early testers reported that only the first three links show initially, with others revealed by swiping.
9. Preview and publish. Check the Facebook feed preview. Because Meta decides when to show the links, the preview may not always display them.

Ads Manager shows the current minimum and maximum number of links when you add them. At launch, testers reported between 3 and 20 links per ad and a 15-character limit on titles; check the limits on screen, as they may have changed.

How do you write good site link titles?

Write each title as a plain label for where the link goes, and point each link to a distinct page that matches the ad. With so little space, a specific title such as “Price list” tells people more than a clever one.

Four rules keep site links useful:

• Make every link go somewhere different. Avoid repeating the main destination URL as a site link.
• Check every URL works and loads quickly on mobile, because site links open from the Facebook app.
• Keep links relevant to the ad. A shoe ad with a link to your careers page wastes the space.
• Match the landing page to the label. If the link says “Price list”, the page should show prices, not a contact form.

How do you track site link performance?

Add UTM parameters to each site link URL and measure the results in your website analytics alongside Meta’s reporting. That way you can see which links people choose and whether those visits convert.

One 2026 guide notes that UTM parameters are not inherited by site links and need to be added to each URL manually. Use a consistent naming pattern, for example the same campaign name with a different utm_content value for each link, so you can compare them.

Judge site links on outcomes, not clicks. Compare cost per result and conversion rate for ads with site links switched on against similar ads without them, ideally with Meta’s A/B testing tool. Conversion tracking through the Meta Pixel and Conversions API needs to be in place for this comparison to mean anything; our step-by-step guide to Meta and Instagram ads explains the setup.

What is the alternative to site links on Instagram?

Because site links only appear in the Facebook feed, use formats that carry several destinations natively when Instagram is your main channel. Carousel ads are the closest equivalent: each card can link to a different page, and Meta’s placement documentation lists Instagram feed, Stories and search results among the placements for carousel ads.

Site links won’t stop an ad wearing out. If one creative runs for months, people stop responding to it, links or not, so keep rotating creative. Our guide to spotting and fixing ad fatigue explains how to tell when that is happening.

Frequently asked questions

Do Meta site links show on Instagram?

No. Meta’s documentation states that site links appear below single media only in the Facebook feed. If your ad set also delivers to Instagram, Instagram impressions will show the ad without site links. For multiple destinations on Instagram, use a carousel ad, where each card can have its own link, or run separate ads for each landing page.

Why are my site links not showing?

Site links are an Advantage+ creative enhancement, so Meta shows them only when it predicts they will improve performance. Check that the campaign uses the Traffic, Engagement, Leads or Sales objective, that the conversion location is Website, that the ad is a single image or video, and that Facebook feed is included in the placements. Previews may not always display the links even when they are set up correctly.

Are Meta site links the same as Google sitelinks?

The idea is similar: extra links below an ad that take people to specific pages. The main difference is control. On Google search ads, sitelinks appear with text ads in search results. On Meta, site links sit below a single image or video in the Facebook feed, and Meta’s system decides whether to show them for each impression based on predicted performance.

How many site links should I add?

Add enough to cover the genuinely useful next steps for that ad, and no more. Ads Manager shows the current minimum and maximum, and early testers reported that only the first three links are visible before people swipe, so the first three matter most. Order them by importance, make each go to a different page, and test whether adding more links improves cost per result.

Site links are a small feature, but set up well they get people to the right page in one tap. If you want help structuring Meta campaigns, landing pages and tracking so features like this pay off, see digiPanda’s social media marketing services.