An ad campaign's campaign objective determines which kind of ads you can create for it. For example, one objective may help you drive traffic to your website, while another may maximize video views on a recent post.
When creating a new ad campaign for Facebook or Instagram, you'll be asked to select one of five campaign objectives. In this article, learn more about these objectives and their use cases.
Tip:
All Facebook campaign objectives support single image ads, single video ads, and carousel ads.
| Campaign Objective | Definition | Leads people to... | Optimizes for... |
|---|---|---|---|
| Sales |
Find people likely to purchase your goods or services. |
Website Messenger |
Website
Messenger
|
| Traffic |
Increase traffic to an online destination of your choice, such as your Facebook Page, Instagram shop, website, or app. |
Website Messenger |
Website
Messenger
|
| Engagement |
Find the people most likely to engage with your business online, message you, or take other desired actions on your ad or Page. |
Facebook channel Messenger Your ad Website |
Facebook channel
Messenger
Your ad
Website
|
| Leads |
Collect leads for your business via messages, phone calls or signups.
|
Website Instant forms |
Website
Instant forms
|
| Awareness |
Bring awareness to your business. This objective will help you reach the largest number of people who are most likely to remember your ad. |
Facebook channel |
|
| App promotion |
Get people on mobile devices to install or take a specific action within your app. |