11 Facebook Ad Campaign Objectives You Need to Know

Guest Post by Ben Heath, Founder & CEO of Lead Guru 

One of the most underappreciated keys to Facebook advertising success is selecting the right campaign objective.

Facebook uses your campaign objective to optimise your campaigns and help you get as much of your desired result as possible, for the lowest cost.

Facebook’s targeting algorithms are very effective at optimising for your chosen objective.

Based on the huge amount of data Facebook has on its users, they can work out who within your target audience, is most likely to respond to your ads.

Therefore, if you tell Facebook you want as many leads as possible, they will serve your ads to people that are most likely to become a lead of yours.

On the other hand, if you select the traffic or brand awareness campaign objectives, that’s what Facebook will try to give you.

Choosing an ad campaign objective is how you point Facebook’s powerful algorithms in the right direction.

The 11 campaign objectives are split into 3 categories, which are:

1)      Awareness

2)      Consideration

3)      Conversion


#1 Brand Awareness

The Brand Awareness campaign objective is very effective for staying relevant with your target market and ensuring you’re not forgotten.

Select this objective and Facebook will serve your ads to people that are most likely to recall them.

With the specificity of Facebook’s targeting options, even small companies can run very effective brand awareness campaigns and I would encourage nearly all businesses to do so.

#2 Reach

The Reach campaign objective is very simple. It’s designed to serve your ad to as many people as possible.

This is particularly important if you operate on a local basis and have a small audience. If you’re running a timely offer, you can get the word out as fast as possible with this objective.


#3 Traffic

With the Traffic objective, you’ll generate as many link clicks as possible for the lowest Facebook advertising cost.

If you want to send people to your website, then this can be a great objective. It’s the go-to for me whenever I’m promoting a blog post.

However, if you want people to become a lead or make a purchase when they reach your website, you’re better off using the conversions objective (more on that later).

#4 Engagement

This campaign objective is split into the 3 following categories:

a)    Post Engagement

The Post Engagement campaign objective is designed to generate social proof in the form of shares, comments and likes.

The more social proof an ad has, the better it will perform. And a lot social proof can make a big difference.

Shares, comments and likes act as a digital endorsement and that will help grab your target audiences’ attention.

b)   Page Likes

This is another simple campaign objective. It gets you as many page likes as possible.

But a word of warning – page likes are way over-valued. Just because someone likes your Facebook page, does not mean they are going to see your posts. In fact, with the recent Facebook page updates, organic reach has all but disappeared.

c)    Event Responses

You can use the Event Responses campaign objective to advertise an event that you have created on Facebook.

Advertising events on Facebook has become less popular recently as advertisers migrate to more sophisticated campaign types. But if it suits your business, go right ahead.

#5 App Installs

App Installs is a great campaign objective if you’re looking to generate new users for an app.

When someone clicks on an app installs ad, they will be taken straight to the relevant download location, which really streamlines the process.

#6 Video Views

Video views is another self-explanatory Facebook campaign objective and it’s one of my favourites.

Where possible, I like to advertise using video content. It’s much more engaging than static images and often produces much better results.

However, if your Facebook video ads are designed to directly generate leads or sales, I would recommend you use the conversions objective instead.

#7 Lead Generation

The Lead Generation campaign objective is designed to generate leads without prospects having to leave Facebook.

Instead of sending people to your website, lead ads collect contact information from your prospects via a contact form on Facebook.

This makes it easier for your prospects to become a lead and provide contact info that you can use to follow up. But, in my experience the lead quality generated through lead ads often leaves a lot to be desired.

I usually prefer to send prospects to a website where they can enquire and become a lead. This reduces lead volume but the added step definitely increases lead quality.

#8 Messages

I think Message campaigns are the future of Facebook advertising for a lot of businesses.

Consumer behaviour is changing and people don’t want to be advertised to, they would much rather have a conversation.

The Message campaign objective helps you start conversations with your prospects in Facebook Messenger. And if you can find the time, you might be surprised how well this works.

Most businesses have prospects that just need to have a couple of questions answered, and they’ll be ready to make a purchase.


#9 Conversions

The conversions campaign objective is by far the most underutilised.

More than 50% of the campaigns I create use the conversions objective, because that’s what I am primarily looking for when I advertise on Facebook. And so are the vast majority of Facebook advertisers.

Conversions describes a number of different actions including: Add to Cart, Purchases, Leads, etc.

Most Facebook advertisers should be using the conversions objective but they often aren’t because you need to have the Facebook Pixel installed.

When the Facebook Pixel is properly installed, it lets Facebook know what a conversion is for your business, which allows their algorithms to optimise for that event.

The Facebook Pixel is not that difficult to install and if you’re looking to generate leads and sales, it is well worth the hassle.

Note: The conversions objective works best if you generate 50 conversions or more per week. Below that, you are probably better off using another campaign objective such as video views or traffic.

#10 Catalog Sales

This campaign objective only applies to certain businesses – primarily ecommerce companies that use another platform such as WooCommerce that can integrate directly with Facebook.

This objective’s best application is dynamically advertising specific products to people that have already seen them on your website.

These dynamic retargeting campaigns are often very effective and depending on your website traffic volume, usually inexpensive.

If you’re an ecommerce company, I would strongly recommend you include dynamic retargeting ads in your Facebook advertising strategy.

#11 Store Visits

Not all Facebook advertisers are looking to sell products and services online. The Store Visits campaign objective is designed to take people from the digital world and bring them in store.

A lot of retail sales start with an online interaction and this campaign objective is very useful for stores with more than 1 location, because you can set up multiple business locations in business manager.

All 13 Campaign Objectives:


#1 – Brand Awareness
#2 – Reach


#3 – Traffic
#4 – Engagement
#5 – App Installs
#6 – Video Views
#7 – Lead Generation
#8 – Messages


#9 – Conversions
#10 – Catalog Sales
#11 – Store Visits

Which campaign objectives do you use the most? And which have you had the most success with? Let us know in the comments section below.

Author Bio

Ben Heath is the Founder & CEO of Lead Guru which produces high quality Facebook advertising resources for business owners, marketers and entrepreneurs.

Posted in Website Design.