Last Updated on November 5, 2024

Conversion locations are the “places” where leads are generated (e.g. “Website”, “App”, “Message destinations”, “Instagram Profile”, etc.). They are set at the ad set level. Depending on which campaign objective you have selected, you can choose from a set list of conversion location. This training will provide a comprehensive list of what each conversion location and which campaign objective it is compatible with.

Conversion Locations

Website

Send traffic to your website

 

The “website” conversion location is compatible with the following campaign objectives:

  • Leads
  • Traffic
  • Engagement
  • Sales

Message Destinations

Messages can be broken down into three distinct channels:

  • Messenger – Generate leads by starting chats in Messenger
  • WhatsApp – Generate leads by starting chats on WhatsApp
  • Instagram Direct – Generate leads by starting chats on Instagram Direct Messenger

The “message destinations” conversion location is compatible with the following campaign objectives:

  • Traffic (Messenger and WhatsApp only)
  • Engagement
  • Leads
  • Sales (Messenger and WhatsApp only)

Instagram Profile

Send Traffic to your Instagram profile.

 

The “Instagram profile” conversion location is compatible with the following campaign objectives:

  • Traffic

Calls

Get people to call your business

The “calls” conversion location is compatible with the following campaign objectives:

  • Traffic
  • Leads

App

Find new people to install your app and continue using it

 

The “app” conversion location is compatible with the following campaign objectives:

  • Traffic
  • Engagement
  • Leads
  • App Promotion
  • Sales

Instant Forms

Generate leads by asking people to fill out a form directly on Facebook

 

The “instant forms” conversion location is compatible with the following campaign objectives:

  • Leads

Website and Shop

We’ll automatically send people where we thing they’re most likely to convert: your website or your shop on Facebook or Instagram

 

The “website and shop” conversion location is compatible with the following campaign objectives:

  • Sales