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Fig integrates with Meta (Facebook and Instagram) so you can build, manage, and optimize paid ad campaigns alongside the funnel pages they drive traffic to — without leaving the platform.

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How the ads subgraph works

Every funnel has a visual canvas. When you add ads, a dedicated ads subgraph appears on the left side of that canvas. Traffic flows through four node types in sequence:
1

Entry Source

The root node for your ad traffic. Add initiatives directly from the Entry Source node to start building your ads subgraph.
2

Initiative

A top-level campaign group (e.g. “Q4 Facebook Campaign”). One funnel can have multiple initiatives running side by side.
3

Targeting (experiment)

An audience-level targeting group beneath an initiative. Each initiative can have multiple targeting experiments, letting you A/B test different audiences.
4

Asset

An individual ad creative — image or video with copy — inside a targeting experiment. Each asset connects to a lander page in your funnel so visitors land on the right page after clicking the ad.
The complete flow looks like this: 
Entry Source → Initiative → Targeting → Asset → Lander page

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Workflow view modes

The funnel canvas has three view modes to help you focus on what matters:
ModeWhat it shows
Full FunnelAll nodes — ads subgraph and funnel pages together
Just AdsOnly the ads nodes (Entry Source, Initiatives, Targeting, Assets)
Just PagesOnly the site pages in the funnel
Switch between modes using the view selector at the top of the funnel canvas.

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Prerequisite: connect your Meta account

You must connect your Meta account before you can publish any ads. Go to Settings → Integrations and click Connect with Meta to authorize access via Facebook Login.
You will also need to select a default ad account and a default Facebook Page from the same Integrations page before publishing initiatives to Meta.
Once connected, you can create initiatives, set up targeting experiments, and add ad creatives entirely within your funnel workflow.

Initiatives

Create and manage top-level campaign groups in your funnel.

Targeting

Set up audience targeting experiments under each initiative.

Ad assets

Manage ad creatives and connect them to your landing pages.

Meta integration

Connect your Meta account in Settings → Integrations.