Facebook And Instagram Ad Campaign Objectives

A Quick Guide for Facebook And Instagram Ad Campaign Objectives

Facebook And Instagram Ad Campaign Objectives. The goal of your ad campaign is easy: choose a goal that reflects the action you want people take after seeing your ad on Facebook and Instagram.

You can create a campaign objective to encourage people to fill out a lead form if you want to generate hot leads through your ads.

The following three categories (goals), will be used to guide your campaign objectives:

  1. Awareness: This is a top-of-funnel goal that targets people who are not aware of their problems or unaware. This is a way to get people interested in your products or services.
  2. Consideration: This middle-of the-funnel objective will help you get people to think about your business. This objective focuses on people who are solution- or problem-aware and gets them to act.
  3. Conversions: The bottom-of the funnel objective is to target people who are solution-aware.

Awareness Campaign Goals

These impression-based goals are meant to reach as many people as possible within your target audience while still staying within your budget.

Due to the nature of these campaign types shouldn’t expect too much clicks or engagement as these objectives are primarily focused on the top of the funnel.

Instagram and Facebook currently offer two awareness objectives:

  1. Boost Awareness
  2. Reach 

Brand Awareness

Brand Awareness is a strategy to make your audience familiar with your brand. These ads will be shown to those who Facebook considers most likely to remember your company.


If you want your ad to reach as many people possible and stay there, the Reach objective should be used.

This is a reserved audience for warm audiences. It can be an effective strategy when combined with other strategic and retargeting campaigns, or if you just want to get your message across to a large audience.

Facebook And Instagram Ad Campaign Objectives

Consideration Campaign Objectives

Help people learn more about your company with these six low-intent campaign goals.

Instagram and Facebook currently offer the following Consideration objectives:

  1. Traffic
  2. Engagement
  3. App Installs
  4. Video Views
  5. Lead Generation
  6. Messages


This goal is to increase traffic to your website.

Your ads will appear to Facebook users most likely to click on the link in your advertisement. They may not convert or make a purchase, however.

Many traffic campaigns bring in unaware, cold visitors to your site. This can be used to your advantage by using a multi-layered strategy to retarget these Facebook users and create an alternative campaign that moves them down the funnel.

For whom? If you want people reading your blog posts or articles, this type of campaign can be very effective. This could also be a cost-effective method to increase traffic to your content if you make revenue through ads.


Facebook’s engagement campaigns aim to show your ads only to people who are most likely to interact with your content. These are the people most likely to Like and Comment on your ad. This could increase organic reach.

You have three options when creating this type of campaign.

  1. Post Engagement: This is a way to get reactions, comments, and shares. It’s a great way build social proof.
  2. Page likes: This option encourages people who are interested in liking and following your Facebook page.
  3. Event Responses: Allows users to indicate that they are “Going to” attend an event online or in person. This is not the same thing as selling tickets.

The Engagement Campaign type is a great way to increase sign-ups for events or build brand credibility using social proof.

App Installs

The goal here is simple: Facebook will show your advertisement to people who are most likely download your mobile application.

To get the best results, register your app on Facebook Developers’ website and install the SDK. This allows you to track events such as purchases or installs.

Video Views

The objective of Video Views is to get as many people as possible watching your video in your target audience. This objective could work for you if you want to get as many views as possible on your video without expecting users to do anything else.

Facebook tracks the time that users spend watching your video. This is a great way for you to create an engaged audience of viewers who have watched your video over a long period of time.

Lead Generation

Lead Generation Campaigns are a unique way for you to get leads right from Facebook. This means that you don’t have to interrupt someone else’s social media experience to convert them to a lead. Talk about reducing friction.

When someone clicks on your ad Facebook will display a Form. This form is often pre-filled with information Facebook holds about that user. It reduces the amount of typing required to submit a form.

These leads will need to be collected from Facebook. You can do this by connecting to your CRM directly if you use one of the Facebook integrations, or using Zapier to automatically populate them. These leads can be downloaded from your business page if you don’t have a CRM.

For whom? This goal is ideal for anyone who wants to quickly collect leads via the Instagram and Facebook platforms. Lead Forms are great for prospects at the consideration stage when combined with an attractive offer.


A Messages campaign aims to get users to interact with your business via Messenger, WhatsApp, and Instagram Direct.

This is a great option for warm traffic prospects who might only need to have a few questions answered before you can move forward with your business.

Conversion Campaign Objectives

Facebook’s Conversion Objectives (Conversions. Catalog Sales. Store Traffic.) are geared towards high-intent actions designed to get your target audience closer toward making a purchase.

Instagram and Facebook currently offer three Conversion Objectives:

  1. Conversions
  2. Catalog Sales
  3. Traffic


The objective of the Conversion campaign objective is to get people to take certain actions on your site, such as completing forms or adding items to their shopping carts.

Conversion campaign allows you to target specific actions on your website with your ads.

These actions or conversion events include

  • Add payment info
  • Add to Cart
  • Add to Wishlist
  • Complete registration
  • Contact
  • Donate
  • Purchase
  • Lead
  • Customize product
  • Find location
  • Initiate checkout
  • Schedule
  • Search
  • Start trial
  • Submit application
  • Subscribe
  • View content
  • Custom conversion events

To meet the Conversions objective, you must have the Facebook, now Meta Pixel installed on each page of your website along with Facebook’s ConversionsAPI and a verified domain.

If you want people to submit a form or make a purchase on your website, this type of campaign is a good choice.

Catalog Sales

Catalog Sales campaigns can be used by eCommerce stores to promote dynamic ads across their entire product range. Facebook can display relevant products from your entire catalog to people who have expressed an interest.

These ads are set up using a feed plugin for major eCommerce platforms such as WooCommerce and Shopify or manually through a direct upload from Facebook.

These ads are often used as retargeting campaigns. They target non-buyers (individuals who have not made a purchase from your website). You’ve probably seen a catalog sales campaign in action if you have ever looked at a product on a website only to see the same product in your Instagram or Facebook feed.


Do you want to increase foot traffic to your store? Target potential customers who live near your store via the Store Traffic campaign. This is for businesses that have multiple locations and are interested in driving more in-person traffic.

To make this campaign work, you’ll need to enter your physical location and hours of operation into the Meta Business Manager. On the consumer side, the user should have Location Services enabled on Facebook or Instagram.

Reach campaigns can be used to reach your local audience if you only have one brick-and-mortar store. Reach allows you to target as many people within your ideal audience as possible while still using geotargeting to reach individuals within a certain radius of your store.

There were Facebook And Instagram Ad Campaign Objectives.

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