Essential Tools and Strategies for Social Media Marketing

Types of Campaign Goals on Facebook Ads: Explained

Types of Campaign Goals on Facebook Ads: Explained

If you go to the Facebook Ads Manager and start creating a new Facebook ad campaign, the first choice you’ll have to make is selecting the campaign objective.

Your Facebook campaign objective determines what optimization and bidding options you’ll have throughout the campaign setup process. It’s like telling Facebook what it is that you want in return for your advertising money. Facebook’s ML algorithm will then optimize your ad based on the objective that you chose.

Types Of Campaign Goals

There are 3 main types of campaign goals/objectives & within each of those, there are various sub-objectives.

1. Awareness

This campaign objective is used to generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable.

For example, Starbucks is going to launch a small regional chain of supermarkets. Using the Brand Awareness objective, they can create a campaign that highlights their fresh, organic produce to people in the local area.

  1. Brand Awareness: Increase people's awareness of your business, brand or service.
  2. Reach: Show your ad to as many people as possible in your target audience.

2. Consideration

This campaign objective is used to get people to think about your business and seek more information. For example, Starbucks has a website that tells its story and lists some of its shop's unique offerings. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more.

  1. Traffic: Drive people from Facebook to any URL you choose, such as your website's landing page, a blog post, app, etc.
  2. Engagement: Reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offers claimed from your Page.
  3. App Installs: Send people to the shop where they can download your business's app.
  4. Video Views: Share videos of your business with people on Facebook most likely to watch it.
  5. Lead Generation: Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
  6. Messages: Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business.

3. Conversions

This campaign objective is used to encourage people interested in your business to buy or use your product or service. For example, Starbucks has opened a few new locations. Using the Store Visits objective, they can create a campaign to encourage potential customers to stop by their nearest shop.

  1. Conversions: Encourage people to take a specific action on your business's site, such as having them add items to a cart, download your app, register for your site, or make a purchase.
  2. Catalog Sales: Show products from your e-commerce store's catalog to generate sales.
  3. Store Traffic: Promote your brick-and-mortar business locations to people that are nearby.


As your business grows, your campaign objectives will also change. We first recommend getting used to the Facebook ad manager before you go all out with the campaign goals and objectives. To select the right campaign objective, choose the one that’s closest to your current advertising goal. Just follow this simple rule & you should be good!

If you're interested in learning more about campaign goals and digital marketing, enroll in Board Infinity's Digital Marketing course. With access to premium digital marketing and personalized mentoring from industry experts, get certification upon completion and assured placements!