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Facebook Ads Objectives Explained

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Getting your campaign objective right is important so that your Facebook or Instagram Ads perform to their full potential.

If you select the wrong campaign objective when creating Meta Ads then you will be unable to get the results that you want.

More importantly, you want to understand what the objectives mean so that you know you’re choosing the right one for your business goals.

Here’s the latest information that you need to know before you begin using Facebook Ads Manager to run Facebook Ads for your business profile!

Changes to Ads Manager objectives

Meta is currently in the process of consolidating their ad objectives within their Ads Manager.

Previously, there were 11 different objectives that fell under 3 different categories:

  1. Awareness
    • Brand Awareness
    • Reach
  2. Consideration
    • Traffic
    • Engagement
    • App Installs
    • Video Views
    • Lead Generation
    • Messages
  3. Conversion
    • Conversions
    • Catalogue Sales
    • Store Traffic

Now there are only 6 objectives, yet no features have been lost – only streamlined!



This objective replaces Brand Awareness, Reach, and Video Views.

Awareness objectives are perfect for getting eyeballs on your business. This can either be through sheer numbers or making specifically local people aware of who you are, what you do, and how you do it.


This objective remains the same from the previous objective categories.

If you want someone to see your advert on Facebook or Instagram and then be taken off-platform somewhere else, for example to your website or another app, then traffic is the right objective for you.


Engagement survives the objectives update, but now also encompasses Video Views, Messages, and Conversions.

With this objective, Meta will prioritise showing your ads to users who are most likely to engage with them, either by viewing and liking posts, sharing, or redeeming offers.

App promotion

This objective replaces App Installs.

If you specifically want to promote your app, then you’re going to want to use this objective. If you do, you’ll be able to use unique call to actions to encourage viewers to either install or head over to your app.


Lead Generation is an incredibly popular form of ads for most businesses, so don’t worry it isn’t going away! It’s just received a lick of paint and is coming back with only one name: Leads. Joining the ranks of other one named mononyms like Madonna, Prince, or even Jesus.

Now Leads also includes Lead Generation, Messages, and Conversions. The reason for this specificity is that for some businesses a message may qualify as a Lead, and for others completing a form or a number of other actions may qualify.


Sales – we all want them!

This objective replaces Conversions and Catalogue Sales and should be used when you want people who see your advert to go on to become a Conversion and generate a sale. You can still use this objective to display products from your ecommerce store and drive sales for specific products.


Conversion locations and events

Another new feature that you may need to utilise is conversion locations and events.

Conversion locations are not geographical locations in the real world, before anybody gets confused! These locations are where you want to send the viewers of your advert so they can follow through with their conversion. This will likely either be your website, a specific landing page, the App Store, or a contact form page, but may be other locations depending on your goals.

Then, conversion events are the action that you specifically want your ad viewer to take once they get to the desired location. Following on from the previous examples, this includes filling in an enquiry form or downloading an app.

Keep up to date with the latest Meta Ads news!

We keep our finger on the pulse here at Blaze Media! If you want a digital agency that prides itself on following the latest and greatest guidance for your paid ads, then get in touch with us today and we can get to work on creating the best adverts for your business.

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