Instagram vs Facebook: separate placements or leave them on automatic

Lucas Ferraz · 2026-10-07

Separating placements between Facebook and Instagram can be an effective strategy, depending on a few specific factors. Here are the things to consider:

When to separate: 9:16 vs 4:5 creative

Creative format is crucial. For videos and Reels, 9:16 (vertical) is ideal for Instagram, where content is primarily consumed full-screen. Meanwhile, 4:5 (vertical, but less wide) can work well in Facebook feeds. If you have creatives optimized for each format, it’s better to separate your campaigns to maximize performance.

Audience age by placement

The audience’s age range can vary significantly between the two platforms. Facebook tends to have a more diverse audience in terms of age, while Instagram mainly attracts young adults. For example, if your campaign targets the 18 to 34 age range, Instagram may be more effective. For audiences over 35, Facebook may be the better choice. Check the demographic data in your ad account to decide.

Reels, stories, feed — typical CPM and CPA

CPM (cost per thousand impressions) and CPA (cost per acquisition) vary by placement. Reels generally have a higher CPM, but can also drive a lower CPA due to higher engagement. Typical cost examples:

These numbers can vary, so it’s essential to monitor your campaigns and adjust as needed.

Advantage+ placements and useful exclusions (audience network)

Advantage+ placements is a powerful tool for optimizing ad delivery. However, consider excluding Audience Network if your product isn’t a good fit for the content shown there. This can help maintain the quality and relevance of your ads by focusing on placements that actually drive results.

Make the call based on your account data

The decision to separate placements or automate them should be based on concrete data from your ad account. Analyze performance on each platform, taking KPIs like CTR, CPA, and ROAS into account. If one placement consistently performs better than the other, consider separating them. Use tools like FreeSpy to spy on ads and understand what’s working in the market.

In the end, run A/B tests to validate your decisions.

What was your average CPA over the past few months on each platform?

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