Understanding Campaign Objectives

Understanding Meta's advertising campaign objectives is crucial for selecting the right strategy to achieve your business goals. Below is a guide outlining each objective category, its purpose, and associated performance goals. This forms part of the Audience Configuration when creating Campaign Packages.

1. Objective: Sales

Objective Aim: Drive actions that directly lead to sales or conversions.

Performance Goals:

• Offsite Conversions: Encourage users to complete specific actions on your website, such as purchases or sign-ups, once the user is directed to your website from clicking on your ad

• Link Clicks: Increase the number of clicks on your ad links, directing users to your website or landing page.

2. Objective: Awareness

Objective Aim: Increase recognition and recall of your brand among potential customers. Performance Goals:

• Ad Recall Lift: Optimize ads to be memorable, enhancing the likelihood that users will recall your brand in future.

• Reach: Maximize the number of unique users who see your ads.

• Impressions: Increase the total number of times your ads are displayed to users.

• ThruPlay: Encourage users to watch your video ads to completion or for at least 15 seconds.

3. Objective Engagement

Objective Aim: Foster interactions and build relationships with your audience. Performance Goals:

• Offsite Conversions: Drive users to take specific actions on your website, such as making a purchase or filling out a form, once the user is directed to your website. from clicking on your ad

• Link Clicks: Boost the number of clicks on your ad links, leading users to your site or app.

• Landing Page Views: Encourage users to not only click your ad but also wait for your landing page to load and view it.

• Impressions: Increase the total number of times your ads are displayed to users, sometimes increasing the frequency your ads are shown to the same user, increasing visibility and brand recall.

• Post Engagement: Promote interactions such as likes, comments, and shares on your ads.

• Reach: Expand the number of unique users exposed to your ads.

• ThruPlay: Aim for users to watch your video ads entirely or for at least 15 seconds.

• 2-Second Continuous Views: Optimize for users likely to watch at least 2 continuous seconds of your video ads.

4. Objective Leads

Objective Aim: Collect information from potential customers interested in your offerings. Performance Goals:

• Lead Generation: Encourage users to provide their contact details through forms within the ad.

• Quality Lead: Focus on acquiring leads with a higher likelihood of conversion based on predefined criteria.

5. Objective Traffic

Objective Aim: Drive users to a specific destination, such as your website or app.

Performance Goals:

• Link Clicks: Increase the number of users clicking on your ad links, ultimately directing the user to visit your site or app.

• Landing Page Views: Ensure users not only click your ad but also wait for the landing page to load and engage with it.

• Reach: Maximize the number of unique users who see your ads, broadening your audience.