Meta Collaborative Ads (CPAS)

CPAS = Collaborative Performance Advertising Solution — Meta’s product name for Collaborative Ads.

Strategic intent: Large brands already run CPAS with marketplaces (Shopee, Lazada, Tokopedia, etc.) via agency teams. Kobi’s opportunity is to make the same brand ↔ retailer catalog collaboration accessible to SMB sellers on Turkish and global marketplaces — automated onboarding, campaign execution, and reporting at agency scale without enterprise headcount.

Build phase: Phase 2 (core business track — not optional long-tail). Phase 1 pilot remains owned-site Google + standard Meta catalog; CPAS does not block pilot.

Related: Meta Ads · Reporting · Gameplan §CPAS

What CPAS is (not standard catalog ads)

	Standard Meta catalog (Phase 1–2 baseline)	CPAS / Collaborative Ads
Catalog owner	Client / Kobi feed → Meta catalog	Marketplace retailer shares a catalog segment
Landing	Client website PDP	Marketplace product page (Trendyol, HB, etc.)
Who initiates partnership	Kobi onboarding	Retailer + brand — segment share into brand BM
Campaign API	`product_catalog_id`	`catalog_segment_id` in `promoted_object`
Conversion signals	Client pixel / CAPI on own site	Retailer marketplace events back to Meta
GA4 as SoT	Primary for site traffic	Weak — use shared-item metrics (below)
Ad account rule	Child BM ad account per tenant	Meta recommends dedicated ad account per retailer once linked

Official Meta docs: Collaborative Ads — Marketing API

How it works (brand + marketplace)

Retailer creates catalog segment (subset of marketplace catalog for the brand’s SKUs).
Retailer shares segment with brand’s Business Manager (/{catalog_segment_id}/agencies).
Brand accepts segment in Meta Collaboration Center (ToS + optional retailer terms).
Brand runs catalog sales campaigns with promoted_object.product_catalog_id = <CATALOG_SEGMENT_ID>.
Optimization & reporting use retailer-attributed conversion data (shared items).

Reference flows (non-TR): Tokopedia CPAS seller guide · Shopee/Lazada CPAS patterns

Kobi product angle (why this matters)

Today (enterprise)	Kobi target (SMB)
CPAS run by large brands + marketplace account teams + agencies	Same Meta product, packaged in Kobi onboarding + plan + execution
Manual seller-center registration + Ads Manager	Portal-driven segment accept + campaign templates
Separate ops per retailer	Multi-retailer tenant registry (`catalog_segment_id` per marketplace)

This is a differentiator: SMB clients selling on Trendyol/Hepsiburada (and future global marketplaces) get collaborative performance ads that today only scaled advertisers use consistently.

Phase 2 scope (agreed direction)

#	Area	Direction
1	Marketplace partnership onboarding	Support Trendyol, Hepsiburada, future global retailers — how TBD (API vs manual) — see Open questions
2	Meta side	Accept catalog segment; store `catalog_segment_id` on `tenant_registry`; one ad account per retailer where Meta enforces
3	Execution	Advantage+ catalog sales templates; `catalog_segment_id` in mutate; QC per Meta collaborative constraints (no custom tracking specs, deeplink to merchant site, etc.)
4	Measurement	Shared-item metrics as performance SoT for CPAS campaigns — not GA4-primary
5	TikTok	Marketplace-collaborative analogue exists in market — consider later (separate spec); no CPAS parity assumed in Phase 2
6	Timing	Phase 2 core track — parallel to standard Meta catalog once Phase 1 loop proven

Performance measurement — shared-item metrics

CPAS conversions happen on the marketplace, not the client site. GA4 is not the primary SoT for CPAS campaigns.

Kobi reporting uses Meta shared-item / catalog-segment insights (pull via Marketing API Insights):

Metric (Meta API)	Use in Kobi
`catalog_segment_value`	Conversion value for shared catalog segment (purchases, add-to-cart, view content breakdown)
`catalog_segment_actions`	Action counts at ad / ad set / campaign level
`catalog_segment_value_omni_purchase_roas`	Primary ROAS for optimization feedback
`catalog_segment_value_website_purchase_roas`	Web leg of omni purchases
`catalog_segment_value_mobile_purchase_roas`	App leg where applicable
`converted_product_value`	Product-level shared-item value (`action_breakdowns=action_converted_product_id`)
`converted_product_quantity`	Product-level shared-item quantity

Reporting rules:

CPAS dashboard slice: join execution_manifest.catalog_segment_id ↔ Insights with segment metrics.
Reconciliation: platform UI vs API within tolerance; flag cpas_metric_estimated (Meta marks some metrics estimated/in-development).
Do not force CPAS into GA4-first optimization rules — use segment ROAS + shared-item KPIs from plan.
Optional: surface marketplace seller-center analytics where retailer grants view access (ENFORCE_SHARE_AD_PERFORMANCE_ACCESS term).

Source: Collaborative Ads — Insights

Open questions — must clarify

Q-CPAS-1: Marketplace onboarding — API or manual?

Layer	API status (Meta + marketplaces)	Clarification needed
Meta — retailer onboarding	Retailer “Become a Retail Partner” — UI only today (not full API)	Can Kobi act as marketing partner with discovery API? (collaborative_ads_directory)
Meta — create & share segment	Partial API — `owned_product_catalogs`, `/{id}/agencies` with `business`, `permitted_tasks`, `enabled_collab_terms`	Assumes retailer-side catalog exists and is CPAS-compliant
Meta — brand accept segment	Mostly UI — Collaboration Center, Accept assets, retailer-mandated terms	Automate vs guided HITL in Kobi portal
Trendyol / Hepsiburada	Unknown — confirm whether TR marketplaces offer CPAS program + Seller Center API vs ops-only registration (like Tokopedia manual ad account ID step)	Emre / partnerships + eng spike

Decision output needed: per marketplace, mark each step ✅ API · ⚠️ hybrid · ❌ manual-only in platform access cross-check when CPAS section is added.

Owner: Product + Emre (marketplace partnerships) · Arif (Meta API path) · Target: before Phase 2 CPAS build start.

Q-CPAS-2: Kobi role — agency, brand, or marketing partner?

Meta supports retailer, brand, and marketing partner roles. Kobi likely operates as agency/marketing partner on behalf of SMB brand tenants — confirm with Meta rep (PRE-10 thread).

Q-CPAS-3: TikTok collaborative (deferred)

TikTok has catalog / Shop formats; marketplace-collaborative parity to Meta CPAS is not spec’d. Revisit in Phase 2.5+ after Meta CPAS MVP.

Tenant registry (illustrative)

tenant_id: uuid
cpas_retailers:
  - retailer: trendyol
    catalog_segment_id: "..."
    dedicated_ad_account_id: "act_..."
    partnership_status: accepted  # pending | accepted | revoked
    onboarding_mode: tbd  # api | manual | hybrid
    marketplace_seller_id: "..."

Dependencies & pre-flight (draft)

ID	Item	Owner	Gates CPAS Phase 2
CPAS-1	Confirm Trendyol / HB CPAS availability in TR	Emre / partnerships	Any TR CPAS SKU
CPAS-2	API vs manual matrix per marketplace	Eng + partnerships	Automation scope
CPAS-3	Meta marketing partner / collaborative ads program access	Emre + Meta rep (PRE-10)	Discovery + segment APIs
CPAS-4	Reporting pipeline for shared-item metrics	Eng	Optimization + dashboard
PRE-10	2-Tier child BM (existing)	Meta rep	Per-tenant ad accounts

Out of scope (Phase 1 pilot)

CPAS campaign creation
Marketplace seller-center integrations
TikTok marketplace collaborative ads
Using GA4 as primary CPAS optimization input

Meta Ads
Reporting
UTM spec — applies to site traffic; CPAS uses segment metrics instead
Execution gameplan — CPAS track
Vision — Phase 2 ecommerce

What CPAS is (not standard catalog ads)

How it works (brand + marketplace)

Kobi product angle (why this matters)

Phase 2 scope (agreed direction)

Performance measurement — shared-item metrics

Open questions — must clarify

Q-CPAS-1: Marketplace onboarding — API or manual?

Q-CPAS-2: Kobi role — agency, brand, or marketing partner?

Q-CPAS-3: TikTok collaborative (deferred)

Tenant registry (illustrative)

Dependencies & pre-flight (draft)

Out of scope (Phase 1 pilot)

Related documents