For your Facebook Ad campaigns, what Facebook Ad goals should you select is up to you. One of the most difficult aspects of setting up Facebook Ads is deciding on a campaign objective to focus on.

As a beginner, you may be tempted to avoid making any decisions and just increase your articles instead. However, this is not the best strategy. Taking the effort to grasp Facebook Ad goals, on the other hand, may assist you in achieving better and more focused ad outcomes.

So, how do you go about choosing a campaign objective that is appropriate for your company or client? What are the considerations you should have in mind while making such a decision?

Discover what each Facebook Ad goal is intended to achieve and which one is most likely to provide the best results for your campaign by reading on.

What Are the Objectives of a Facebook Ad?

Facebook analyzes its user data and delivers your advertisements to individuals in your target audience who are most likely to perform the action you want once you choose a goal. To get greater clarity on what you want to achieve with your entire marketing strategy and goals, download our free SMART Goals for Social Media Strategy booklet.

Whether you want to encourage your audience to download your app, make an online purchase, or visit your shop, Facebook Ads can assist you in reaching the appropriate people.

On Facebook, objectives are divided into three categories: 1.

1.Awareness 2.Consideration 3.Conversion
There are many choices in each category to select from.

Step 1: Determine where your prospective customers are located.

First, determine which category best corresponds to the stage of the sales funnel in which individuals are now participating.

Objectives for raising awareness

Top of the Funnel (TOFU) objectives is to create interest in your product or service.

Objectives for consideration

The MOFU objectives are those that target individuals who are interested in learning more about your products but are not ready to make a purchase.

Objectives in terms of conversion

Bottom of the funnel (BOFU) objectives for driving sales, registrations and visits are described in detail below.

Step 2: Select a goal that corresponds to the appropriate stage.

After that, go through the Facebook Ad objectives that correspond to the appropriate sales funnel step.

Afterward, choose the one that is most closely associated with the action you want your target audience to do.

Objectives for Facebook Ads in terms of raising awareness

Depending on whether you want to create interest or broaden your audience, you may select between two Awareness objectives:

1.Recognizability of a brand


  1. Recognizability of the brand

When you want to expose your brand to a larger audience or raise awareness of your goods and services, this is the goal to use.

Using this Facebook goal is great when you need to spark the attention of a new audience or keep existing consumers at the forefront of their minds.

It is unrealistic to expect your target audience to take any further actions after selecting this goal.

For example, individuals who view your Brand Awareness advertisements are unlikely to visit your website or make a purchase—at least not at this time.

Later on, you may display Consideration or Conversion advertisements to a similar target group in order to drive interested consumers along your funnel more effectively.

  1. Reach 
    The Reach goal is used to ensure that your advertisements are shown to as many of your target demographic as feasible.

As the name implies, this campaign objective is intended to reach the greatest number of prospective consumers possible within the constraints of your advertising budget.

If you only serve clients in a certain geographic region, this Facebook goal enables you to narrow your target area in order to make your advertisements more relevant to your customers.

The Reach goal also allows you to fine-tune the frequency settings, allowing you to extract even more value from your advertisements.

Example: If you are running advertisements for a big, well-known business, delivering advertising at a lesser frequency is likely sufficient to achieve your objectives.

However, if your company is new to the market, you may need to run advertisements more often in order to guarantee that they remain in consumers’ thoughts.

Consideration Facebook Ad Objectives

Choosing one of the six Consideration goals below will help your audience get more familiar with your brand and products.

  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation Messages


Utilize the Traffic aim if your goal is to direct your target audience to a website or other location outside of Facebook.

You might, for example, link to a blog article, a podcast episode, a landing page, or an app on your device.

Having the Facebook Pixel or SDK installed on your website or app allows you to monitor customer behavior and retarget the same Facebook customers in future campaigns, which is very useful.

Based on their previous actions, Facebook will display your ad to those individuals within your target demographic who are most likely to click on the link in your ad.

They will not, however, necessarily complete conversions such as signing up for your mailing list or making a purchase on your website.

You’ll need to select a Conversion goal in order to target those specific activities.


When you want more individuals to engage with your advertisement, use the Engagement goal.

Three alternatives were presented by social media managers:

Post engagements: Inspire users to react to, comment on, or share a post by encouraging them to do so.

Page’s favorite things include: Users are invited to “like” and “follow” your Facebook page.

Responses to events: Invite users to participate in online or in-person events.

One of the most significant advantages of selecting the Engagement goal is the potential for creating greater reach. Increased engagement may result in an increase in organic reach into news feeds that extends beyond the original audience you bought to target.

Making the decision to choose the Engagement goal may also assist you in developing your Facebook Page Engagement Audiences. You may use these audiences for retargeting purposes in order to improve the effectiveness of future advertising campaigns.

3. App installs

In case you have an app and want to direct consumers to either the Apple App Store or the Google Play store, choose the App Installs goal.

Choosing this campaign objective allows you to target high-value consumers in order to get the greatest potential return on your marketing expenditures (ROI).

4. Video views

Selecting the Video Views goal is the best choice when you want your target audience to see your brand’s video.

With this objective in mind, you may assist consumers in getting to know your business, demonstrate your company’s personality, or emphasize your unique selling point (USP).

It may also aid in the development of an audience for video engagement, which you can then utilize for future retargeting campaigns.

Please keep in mind that you are not obligated to choose Video Views just because you want to incorporate a video in your marketing campaign.

For example, if you want to direct your target audience to a website or app, you may use videos in your Traffic campaigns. If you want consumers to opt-in or register, you may incorporate videos in your conversion efforts as well as text.

5. Lead generation

When you want to gather client information on Facebook without generating traffic to your website, use the Lead Generation goal.

Facebook Lead Generation advertisements enable you to collect information such as names, email addresses, and phone numbers from visitors to your website. When a user’s personal information is accessible, the social media platform automatically populates the form, making the procedure more efficient.

Because you have the ability to personalize your lead form, you can collect even more precise information.

In this manner, you may, for example, offer multiple-choice questions, urge users to write brief responses or encourage them to schedule appointments.

When you choose Lead Generation as your campaign goal, you will be able to download all of the data collected by your campaign or have it immediately added to your customer relationship management (CRM) platform.

The information you gather may then be used to follow up with clients and drive them further down your sales funnel.

One of the disadvantages of utilizing the Lead Generation goal is that it does not result in any traffic being sent towards your website.

It does, however, create a Lead Ad Custom Audience that you may utilize for retargeting reasons in the future if you so want.

6. Messages

When you wish to start a discussion with your target audience, choose the Messages goal.

Using this campaign objective, you will be able to communicate with consumers through Facebook Messenger, Instagram Direct, and WhatsApp Business.

With this goal in mind, you may engage your target audience by asking them questions and encouraging them to interact with your company.

In addition, you may create leads and gather consumer information.

Increasing your capacity to interact with consumers without spending additional time on social media management is possible since the dialogues are mostly automated.

Conversion Facebook Ad Objectives

  1. Conversions
  2. Catalog Sales
  3. Store Traffic

1. Conversions

Select the Conversions goal when you want your target audience to click on to your website and perform an action—for example, when you want them to do the following:

Choosing to be included on a mailing list

Including payment information

Making a purchasing decision.

Installing the Facebook Pixel or SDK, as well as setting up conversion events, will allow you to monitor your outcomes.

However, even though you may use this goal to drive extremely precise actions, the Facebook Ads algorithm may have difficulty serving your ad successfully if your website or app does not produce a sufficient number of the targeted conversion.

Generally speaking, for this goal to be effective, you need at least one or two dozen conversions each week on average. If your website or app does not reach the bare minimum, you might consider a Traffic goal instead.

Selecting the Conversions goal allows you to utilize the data from the Facebook Pixel or SDK to create a range of Custom Audiences for your campaign.

Those who submitted their payment information but did not complete a transaction, for example, may be targeted with remarketing.

2. Catalog sales

When you have an e-commerce shop and want to promote items from your catalog, you should use the Catalog Sales goal.

Creating product feeds and connecting your e-commerce shop to Facebook Ads are required before you can utilize this objective.

During the setup process, you will have the option of advertising to new customers or retargeting current customers and leads. You may also choose to target consumers who have seen but not bought goods from your brand, or you can upsell similar products to customers who have previously purchased from your brand in the past.

Catalog sales as an illustration for Facebook Ads

Adding dynamic information to your Catalog Sales advertisements may help you optimize them even more.

Provide product set, creative, and text choices, and let the Facebook algorithm to mix them to deliver the most relevant advertisements to your target demographic at the most cost-effective price.

3. Store traffic

When you have several company locations and want to target prospective consumers in the area, the Store Traffic Facebook ad goal is the best choice. You must first add your shop locations to Facebook Business Manager before you can utilize this objective.

This campaign objective allows your company to create more foot traffic and increase revenue across all of its retail locations. If your company just has a single brick-and-mortar location, you should optimize your advertising using the Reach goal instead.


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