How does Facebook handle review eligibility for ads that link to external websites or apps?

Facebook handles the review eligibility for ads that link to external websites or apps with specific guidelines and considerations to ensure user safety, compliance with advertising policies, and a positive user experience. Here's how Facebook typically manages these ads:

### 1. Policy Compliance:

- **Adherence to Policies:** Ads linking to external websites or apps must comply with all of Facebook's advertising policies and community standards. This includes guidelines on prohibited content, prohibited practices, and restricted content categories.

### 2. Review Process:

- **Initial Checks:** Facebook's automated systems perform an initial review of ads that include external links. This includes checking for adherence to advertising policies related to accuracy, safety, and user experience.

- **Manual Review:** Ads that trigger policy flags or involve complex issues may undergo manual review by Facebook's team of reviewers. Manual reviews ensure compliance with nuanced policies and verify the appropriateness of the linked content.

### 3. Key Considerations:

- **User Safety:** Facebook prioritizes ads that provide a safe and trustworthy user experience. Ads linking to external websites or apps must not lead to content that violates Facebook's community standards or promotes harmful behavior.

- **Landing Page Quality:** Ads must link to landing pages that provide relevant and accurate information consistent with the ad's message. Landing pages should not engage in deceptive practices or mislead users.

### 4. Advertiser Responsibilities:

- **Website/App Verification:** Advertisers are responsible for ensuring that the linked websites or apps comply with Facebook's policies and guidelines. They should monitor and maintain the quality and relevance of linked content.

- **Transparency:** Clearly disclose the destination of the external link in the ad copy. Avoid misleading users about where they will be directed when clicking on the ad.

### Best Practices for Advertisers:

- **Quality Assurance:** Regularly review and update the content and functionality of linked websites or apps to ensure compliance with Facebook's policies and user expectations.

- **Clear Communication:** Clearly communicate the value proposition and purpose of the linked content in the ad. Provide accurate and transparent information to users about what they can expect upon clicking the ad.

- **Feedback Incorporation:** Monitor user feedback and analytics to optimize the performance of ads linking to external websites or apps. Address any user concerns or issues promptly to maintain trust and compliance.

By adhering to these best practices, advertisers can enhance the review eligibility and approval process for ads linking to external websites or apps on Facebook. This ensures a positive user experience while effectively driving traffic and engagement to external content.