Aspect Ratio Variations
Upload multiple aspect ratios of the same creative and Ads Uploader will pair them into a single ad, then route each ratio to the Meta placements it's best suited for.
How It Works
When you upload files that share a base name and a recognised ratio token, Ads Uploader groups them as one ad with multiple variants. At launch, each Meta placement receives the variant that matches its preferred ratio, falling back through your configured priority order.
Recognised Ratios
You can upload up to five ratios per group. Each lands in the Meta placements that prefer it.
| Ratio | Token | Typical Placements |
|---|---|---|
| 1:1 | 1x1 | Facebook Feed, Instagram Feed, Marketplace, Search |
| 4:5 | 4x5 | Vertical feed slots, Threads, Profile feeds |
| 9:16 | 9x16 | Stories, Reels, Explore Home (video) |
| 16:9 | 16x9 | In-Stream Video, Right Column, Search Results |
| 1.91:1 | 1.91x1, 191x100, 19x10 | Wide placements, Marketplace, Audience Network |
The legacy _vertical and _horizontal suffixes still work and map to 9:16 and 16:9 respectively.
Where the Token Can Go
The ratio token can appear anywhere in the filename as long as the base name matches across files in the group:
| Position | Example |
|---|---|
| Suffix (recommended) | summer_sale_4x5.mp4 |
| Mid-filename | summer_sale_4x5_v2.mp4 |
| Prefix | 4x5_summer_sale.mp4 |
Naming Patterns
You have two ways to name a variant set. Both are supported and you can mix them within an upload.
All-Suffix (no base file required)
Every file carries a ratio token. Ads Uploader picks the file closest to square (1:1) as the primary.
summer_sale_1x1.jpg
summer_sale_4x5.jpg
summer_sale_9x16.jpg
summer_sale_16x9.jpg
summer_sale_1.91x1.jpg
Base + Variants
A "base" file with no suffix, plus tokenised siblings. The base file is treated as your square/feed asset.
summer_sale.jpg
summer_sale_9x16.jpg
summer_sale_16x9.jpg
Visual Indicators
After upload, files in a group display together with chips showing the variants attached to the primary:
- 1:1, 4:5, 9:16, 16:9, 1.91:1 - one chip per variant ratio.
- Hover any chip to see the linked filename.
Customising Where Each Ratio Goes
Every Meta placement has a default priority order - the ratios it prefers, in order. If your preferred ratio for a placement isn't uploaded, the next ratio in the chain serves it instead. You can re-order these chains for your account in Account > Defaults > Placements. See the User Defaults page for details.
Custom Delimiter
By default, Ads Uploader accepts either an underscore (_) or a dash (-) between the base name and the ratio token. You can change this in Account > Defaults > Placements > Filename Separator:
| Delimiter | Example |
|---|---|
| Both (default) | accepts both _ and - |
_ only | summer_sale_9x16.mp4 |
- only | summer-sale-9x16.mp4 |
| Custom | up to 3 characters of your choice |
A space is not a separator by default. If your filenames put a space before the ratio token (e.g. summer sale 9x16.mp4), the variants won't pair, because the recognised separators are _ and -. Either rename the files to use the configured separator, or set a Custom separator (you can use a space) so the token is detected.
Carousels
Aspect ratio variations apply to carousel ads too. Upload each card's ratios with the same variant-grouping naming convention, and every card adapts to the placement it lands in when you build the carousel - no extra steps in the builder.
What If My Files Don't Have Tokens?
Files without recognised tokens are uploaded as standalone single-ratio creatives. Each one serves to the placements that match its actual aspect ratio.