Facebook Ad Size: 1440 × 1800, Not 1200 × 628

There is no such thing as the Facebook ad size, and the number most people give you is retired. Meta’s own Ads Guide asks for 4:5 at 1440 × 1800 pixels in the feed. The 1200 × 628 that half the internet still repeats appears nowhere on it.

Everything below is quoted from the Ads Guide and from three specification pages in Meta’s Business Help Center, all read on September 7, 2026.

The one placement most people mean

	Meta’s Ads Guide, Facebook Feed image
File Type	“JPG or PNG”
Ratio	“4:5”
Resolution	“1440 x 1800 pixels”
Primary Text	“50-150 characters”
Headline	“27 characters”
Maximum File Size	“30MB”
Minimum Width	“600 pixels”
Minimum Height	“4:5 ratio - 750 pixels”
Aspect Ratio Tolerance	“3%”

Two entries there deserve attention. Minimum width 600 means the floor and the recommendation are more than twice apart, so a 600-pixel image is accepted and will look poor next to anything built properly. And aspect ratio tolerance 3% is unusually generous phrasing for a platform: 4:5 is 0.8, and 3% around it accepts roughly 0.776 to 0.824, which is why a file that is a few pixels out is not rejected.

Every placement has its own answer

Meta publishes a table of minimum pixel sizes across placements. This is the page that makes the question “what is the Facebook ad size” unanswerable as asked:

Placement	Meta’s recommended minimum
Facebook Feed	“For 1:1 ratio: 1080 x 1080 pixels” / “For 4:5 ratio: 1440 x 1800 pixels”
Facebook right column	“1200 x 1200 pixels”
Facebook Marketplace	“1200 x 1200 pixels”
Facebook Stories	“1080 x 1080 pixels”
Facebook Reels	“1080 x 1080 pixels”
Instagram Feed, Stories, Reels	“1080 x 1080 pixels”
Messenger Inbox	“1200 x 1200 pixels”
Messenger Stories	“1080 x 1080 pixels”
Audience Network native, banner, interstitial	“398 x 208 pixels”
WhatsApp Status	“500 x 320 pixels”

The page introduces all of it with a sentence worth taking literally: “It is recommended that you use the highest resolution images available. These are just the minimum pixel requirements.”

A separate table lists which ratios each placement supports. Facebook Feed accepts 1.91:1, 16:9, 1:1 and 4:5, and marks 4:5 “Recommended for both images and videos”. Facebook right column recommends 1.91:1. Marketplace recommends 1:1. Stories and Reels recommend 9:16. One campaign that runs across placements is therefore several files, not one.

Where 1200 × 628 came from

It was the old landscape recommendation, from the years when a Facebook ad was a wide rectangle and the link preview beneath it did the selling. It is 1.91:1, a ratio the feed still accepts, so nothing breaks if you upload it.

What has changed is what the feed rewards. Vertical creative occupies far more of a phone screen than a landscape frame does, and Meta moved its recommendation to 4:5 accordingly. A 1200 × 628 image in a feed built around 4:5 is a small band in the middle of the space your competitor is filling. That is not a rejection; it is worse, because nothing tells you.

The 20% text rule is not on any of these pages

If you learned Facebook advertising before about 2021, you learned that text could not cover more than a fifth of an ad image, and that a grid tool would tell you when you had gone over. Search Meta’s current specification pages for it and there is nothing: the Ads Guide gives character counts for the primary text and the headline, and says nothing at all about how much of the picture may be lettering.

What replaced it is softer and, if anything, more useful. Meta’s help center defines a safe zone as “the area within your ad where important elements — like text overlays and logos — will not be cropped out or covered by the user interface”, and its guidance is directional rather than dimensional: for 9:16 creative in Stories, Reels and in-stream reels, “keep the edges (top, bottom and sides) free of key creative elements, text and logos”.

There is exactly one number in that whole article, and it is conditional: “If you’re including disclaimers on your Reels ads, you should leave the bottom 40% of your ad free from text, logos and other key creative elements.” Every other margin in that article is left to your judgment, which is honest of them — the interface moves, and a published rectangle would be wrong within a year.

The placement pages of the Ads Guide are less coy than that help-center article. For the vertical placements they do put percentages on it, asking you to leave roughly 14% of the top, 35% of the bottom and 6% of each side clear — the same sentence on Instagram Stories, Instagram Reels and Facebook Stories alike. That is a nearly-half-the-height margin, and it is quoted with its arithmetic in Instagram story size. No such sentence appears on the feed placement page this article is about.

Building the file

Get the ratio right first. 4:5 is the shape the feed recommends, and shape is the one property no later step recovers. The image resizer crops and scales in one pass, so the source is read once instead of resampled by two tools in sequence.

Start from nothing. Draw at 4:5 rather than bending a landscape frame into it afterwards. The Facebook ad maker exports 1440 × 1800, or that doubled, over a photograph or a flat background with your own wording.

Check what you have. Image dimensions reports the stored size and the displayed size separately, and the displayed pair is the one that decides whether you are inside the 3% tolerance.

A 1:1 variant is a different file, not a crop of the same one. Marketplace and the right column both recommend square or wide, so a campaign across placements needs a square version; square image makes it without arithmetic.

Weight. 30 MB is the stated ceiling for a feed image and is very hard to reach with a photograph. If you are near it, you have a PNG of something that should be a JPEG. Compress image finds a quality that lands under a target you name while the dimensions stay put.

Checklist

Build the feed image at 1440 × 1800. That is Meta’s stated resolution at its stated ratio.
Treat 1200 × 628 as legacy. It is accepted, it is not recommended, and it uses less of the screen than everything around it.
Never go below 600 pixels wide, and understand that the minimum is a floor, not a target.
Make a separate file per placement family: 4:5 for feed, 1:1 for Marketplace and right column, 9:16 for Stories and Reels.
Keep text and logos away from the edges of vertical creative, and off the bottom 40% of a Reels ad that carries a disclaimer.

Sources

Meta Ads Guide, Image — Facebook Feed — file type “JPG or PNG”, ratio “4:5”, resolution “1440 x 1800 pixels”, primary text “50-150 characters”, headline “27 characters”, “Maximum File Size: 30MB”, “Minimum Width: 600 pixels”, “Minimum Height: 4:5 ratio - 750 pixels”, “Aspect Ratio Tolerance: 3%”. Read September 7, 2026.
Meta Business Help Center, Recommended minimum image pixel requirements across placements — the per-placement table quoted above, and “It is recommended that you use the highest resolution images available. These are just the minimum pixel requirements.” Read September 7, 2026.
Meta Business Help Center, Aspect ratios supported by placements in Meta Ads Manager — the supported-ratio grid, with 4:5 marked “Recommended for both images and videos” for Facebook Feed. Read September 7, 2026.
Meta Business Help Center, About text overlays and the safe zone for ads in Stories and Reels — the safe zone definition, “keep the edges (top, bottom and sides) free of key creative elements, text and logos”, and the bottom 40% disclaimer guidance. Read September 7, 2026.