Last Updated on October 31, 2024
When creating a campaign, Meta presents you with 6 potential objectives for that campaign. You can only choose one and will have to create multiple campaigns if you want to focus on multiple campaign objectives. Let’s break down each of the 6 options; what they are and when to use them.
Awareness
Show your ads to people who are most likely to remember them.
Awareness campaigns are good for:
Reach: Reach the maximum number of people who may be interested in your brand.
Brand awareness: Reach people who are more likely to remember your brand.
Video views: Reach people who are more likely to watch your video.
Store location awareness: Reach people using the physical location for your business, organization or set of stores.
Compatible performance goals
Maximize reach of ads: Show your ads to as many people as possible
Maximize number of impressions: Show your ads to people as many times as possible
Maximize ad recall lift: Show your ads to people who are likely to remember seeing them
Maximize ThruPlay views: Show your video ads to people who will watch the entire video (shorter videos) or to people who are likely to watch at least 15 seconds (longer videos)
Maximize 2-second continuous video plays: Show your video ads to people who are likely to watch 2 continuous seconds or more. Video must have at least 50% of pixels on screen to count
Traffic
Send people to a destination, like your website, app, Instagram profile or Facebook event
Traffic campaigns are good for:
Link clicks: Get people to click on a link to your website, app or Facebook event.
Landing Page Views: Get people to view content on your landing page.
Instagram Profile Visits: Get people to visit your Instagram profile.
Messenger, Instagram, and WhatsApp: Send people to Messenger, Instagram or WhatsApp to start a conversation with you.
Calls: Get people who may be interested in your business to call you.
Compatible performance goals
Maximize number of link clicks: Show your ads to the people most likely to click on them
Maximize daily unique reach: Show your ads to people up to once per day
Maximize number of conversations: Show your ads to people most likely to have a conversation with you through messaging
Maximize number of impressions: Show your ads to people as many times as possible
Engagement
Get more messages, purchases through messaging, video views, post engagement, Page likes or event responses
Engagement campaigns are good for:
Messenger, Instagram, and WhatsApp: Encourage people to start a conversation with you or initiate a purchase through messaging apps.
Video views: Reach people who are more likely to watch your video.
Post engagement: Get people to interact with your posts.
Conversions: Get people to view content, contact your business, add to a wishlist or take another action on your website or app.
Calls:Get people who may be interested in your business to call you.
Compatible performance goals
Maximize number of conversations: Show your ads to people most likely to have a conversation with you through messaging
Maximize number of link clicks: We’ll try to show your ads to the people most likely to click on them
Leads
Collect leads for your business or brand
Leads campaigns are good for:
Instant forms: Find people willing to share their contact information and other details by filling out a form.
Messenger, Instagram, and WhatsApp: Find people willing to share their contact information and other details through chat.
Conversions: Get people to share their contact information, complete a registration form, submit an application or take another action on your website or app.
Calls: Get people who may be interested in your business to call you.
Compatible performance goals
Maximize number of leads: We’ll try to deliver your ads to help you get the most leads possible.
App Promotion
Find new people to install your app and continue using it
App Promotion is slightly unique when compared to other campaign types. If you select App Promotion as your campaign objective, you will be asked in “ad set settings” to select the “Mobile app store” you want to track (App Store, Google Play Store, Windows Store, etc.. You will then have to enter your app name, so that you are able to track how many times that app is downloaded.
App promotion campaigns are good for:
App installs: Get people to install your app
App events: Get people to make an in-app purchase or take another action in your app
Compatible performance goals
Maximize number of app events: Show your ads to the people most likely to take specific action in your app at least once
Maximize number of app installs: Show your ads to the people most likely to install your app
Maximize value of conversions: Show your ads to the people most likely to make higher value purchases
Maximize number of link clicks: Show your ads to the people most likely to click on them
Sales
Find people likely to purchase your product or service
Sales campaigns are good for:
Conversions: Get people to add an item to their cart, make a purchase, start a subscription or take another action on your website or app
Catalog sales: Get people to buy products or services from your catalog
Messenger, Instagram, and WhatsApp: Get people to initiate a purchase through Messenger, Instagram and WhatsApp
Calls: Get people who may be interested in your business to call you
Compatible performance goals
Maximize number of conversions: Show your ads to people most likely to take a specific action on your website
Maximize value of conversions: Show your ads to the people most likely to make higher value purchases
Maximize number of link clicks: Show your ads to the people most likely to click on them
Maximize number of impressions: Show your ads to the people as many times as possible