Which Campaign Objective to Choose in the Facebook Ads Manager? | W3 Lab

Which Campaign Objective to Choose in the Facebook Ads Manager?

Facebook remains the biggest social media platform in 2020, with their Ads service still bringing them a ton of revenue. The number of Facebook Ads users is growing by the day, as is their revenue (at the end of 2019, Facebook’s ad revenue was $17.4 billion).

Starting off with any ads service isn’t easy and their numerous options and large interfaces can easily overwhelm new users, so today, we decided to help you with your Facebook Ad campaign.

As you probably already know, there are multiple Facebook campaign objectives, made for the different things that you want people to do when they see your ad.

Whether you want people to get familiar with your brand, click on your website, install your app, or buy a product, there is a Facebook campaign objective for it.

Let’s look at them and what they entail.

Facebook campaign objective categories

  1. The Awareness category
    1. Brand awareness
    2. Reach
  2. The Consideration category
    1. Traffic
    2. Engagement
    3. App installs
    4. Video views
    5. Lead generation
    6. Messages
  3. The Conversion category
    1. Conversions
    2. Catalog sales
    3. Store traffic

Facebook campaign objective categories

All the Facebook campaign objectives can be sorted into 3 major categories: awareness, consideration, and conversion.

We will look at each of them and their goals separately, and provide examples that will hopefully help you, even more, when creating your first Facebook Ad campaign.

1. The Awareness category

As the name suggests, the objectives that fall under this category are related to raising awareness about your business and they include brand awareness and reach.

Brand awareness

Brand awareness is all about your customers getting to know your brand, your products and their quality and benefits. If your brand awareness is high, people will recognize it immediately, and it helps foster and build customer trust.

The more you work on your brand awareness, the more people will become loyal customers and tell other people about your business. This way, you are establishing your place in the market, getting more sales and more happy customers.

facebook ads campaign example
Blue Apron has a special offer for everyone who uses their service for the first time. Also, look at the number of likes, comments and shares on this ad.

A brand awareness campaign can be almost anything: you can familiarize people with your brand with a special offer, a collaboration with another brand, by sharing a post that you wrote, you can tell people about who you are and what you do. etc.

If you choose this objective, Facebook will show your ads to people that it thinks will be interested in seeing and learning about your brand.


Reach is related to the number of people who see your brand and hear about it.

So, by choosing this as your Facebook campaign objective, you’re choosing for Facebook to show your ad to a number of people who hadn’t previously heard of your brand.

The number of people your ad will get shown to depends on the range of your budget, of course.

2. The Consideration category

This category of Facebook campaign objectives is focused on getting people to think about your brand and to seek out more information about it.

If you have a website where your products are and where all the information about your brand is and you want people to visit it, you’ll want to choose one of the objectives in this category.

There are 6 objectives involved in this category: traffic, engagement, app installs, video views, lead generation and messages.


This Facebook campaign objective helps you get more traffic on your website or app.

If you choose this objective, it will give you the option for either Website clicks or App engagement, and will then let you select the location of where you want the traffic to go.

Both Facebook and Instagram ads have this objective as one of their options and you can choose 5 different ad formats when it comes to it: photo, video, carousel, slideshow, and collection.

petfect facebook ad example
This ad encourages viewers to click the Learn More link and find out more about Slack on their website

Whatever kind of ad that you make for this campaign objective, make sure to include a call-to-action button that will lead people directly to your website page, be it the homepage, the store, the page of the article, or the page of a specific product.


The engagement Facebook campaign objective is all about getting people to engage with your posts through comments, likes, and shares. The ad formats of this objective include a photo, video, carousel, and slideshow.

To get likes and comments, you can ask people a question in your ad or ask them to tag their friends in order to win a giveaway, to get shares you can either post interesting content that you know your audience will love or include a special offer.

fb ad successful example
Here’s a Facebook post with a ton of shares and likes. The person who posted it knows exactly what their followers want to see.

A great feature of this objective is the fact you can include an option to ‘offer claims’. This option is quite useful because it shows people that others trust your brand and purchase your products, and, if your ad goes along the lines of ‘the first 200 that claim this offer will get something special’, it will create a sense of urgency in the customers and encourage them to take you up on the offer.

App installs

If your business has an app and you want more people to see it and use it, this is the objective for you. The App installs objective makes it possible for you to get more installs of your app. It allows you to directly link your ad to the app’s page either in the App Store or Google Play Store.

The best thing about this objective? It allows people to preview your app and demo it, all from the app.

examples of ads with an app install objective
Examples of ads with an app install objective

Video views

The video is the most popular marketing format for a good reason. It captures attention, enables storytelling, lets people look at your product from all angles, and allows them to see all of its benefits and uses.

Hence why there’s a video views Facebook campaign objective. We’ve spoken about the Facebook algorithm plenty of times in the past, and if you’ve read any of those posts, you’re probably familiar with how just advanced it is.

Here’s a great video ad from Toyota

If you want more views on a video of yours, this is the objective for you. The Facebook algorithm will choose out people who are likely to watch your video for at least 2 continuous seconds, or 15 seconds or longer.

Lead generation

This Facebook objective helps with building interest for your products or services.

If you select this objective, Facebook Ads will allow you to create a campaign that will contain a form that your customers can then fill out.

Think of signing up for newsletters on websites, where you give a website your email so they send you updates.

facebook ad on different devices
An example of a lead generation ad, hence the sign up button | Source

This objective can also help you with learning more about your customers and their interests and enable them to claim a special offer by providing their information. Additionally,  you can also give them the opportunity to stay updated (just like a newsletter) and you can host competitions, where they would enter it by providing you with their email.


In 2017, Facebook launched the ‘messages’ objective, which enables you to initiate conversations with customers in order to answer their questions, generate leads, increase transactions, and offer customer support.

If you go for this objective, the Facebook algorithm will choose the people who are likely to start a conversation with your business and offer them the option to message you.

So, when people see your ad, get interested, and click it, Facebook will open a conversation in Messenger between you and them. Then, either a person or a chatbot can ask them if they’re looking for something specific and offer to help them navigate what you have to offer.

conversation on facebook
Conversations between brands and customers

3. The Conversion category

The conversion category consists of objectives that encourage people to buy your products or try your services.

These objectives are all about showing your ads to people who have shown interest in your brand and they include three different objectives: conversions, catalog sales, and store traffic.


When it comes to this Facebook campaign objective, it encourages people to complete conversions. But what do conversions involve?

A conversion gets completed when a customer or a visitor takes a certain action you want them to take.

Whether it’s them visiting your website, downloading your app, adding items to cart, purchasing something or signing up for your newsletter, these are all types of conversions.

facebook ad - glossier facebook ad
An ad by Glossier, with a Shop Now button to encourage purchases

Catalog sales

This Facebook campaign objective enables you to show products from your website store on Facebook in order to get sales.

Ads that have this objective link the Facebook ad to the link of your store, so when people get interested in your product and they click it, they are directly taken to the page where they can read more about the product and purchase it.

This objective allows you to create dynamic ads, that change depending on the person who is looking at them. So, for example, if someone was recently looking for a pair of boots on Google, the Facebook algorithm will decide to show them a pair of boots in the dynamic ad.

facebook ads collection campaign
A collection ad example | Source

The catalog sales objective also includes collection ads, which show a collection of 4 of your products.

Store traffic

Unlike the previous ones and their focus on eCommerce, the store traffic objective is all about physical stores. So, if you want people who are near you to know more about your business, this is the objective for you.

If you choose this objective, you’ll be able to use a ‘Get directions’ call-to-action button in your ads, so people who are near you and are interested in your products can easily find your location. You can also include a phone number, address and a map.

facebook ad - traffic objective facebook ad
An ad with a store traffic objective

Wrapping up

Learning Facebook Ads can be quite challenging, especially if you’ve never ran an ad campaign before. The Facebook Ads service is one of the most successful ad services ever, and they provide a number of options and objectives, each suited for different purposes and business goals.

They have separated 11 of their objectives into three categories: the awareness category, the consideration category and the conversion category.

The first is focused on helping you familiarize people with your brand, the second is all about getting people to think about your brand and seek more information about it, and the third is focused on getting people to complete certain actions, such as signups and purchases.

Hire our social media specialist to do the job for you!

Good luck with your Facebook Ads campaign and thank you for reading!

Marija Milosavljević
Marija Milosavljević

Graduated as first in her class. Incredibly quiet and shy until the lag in Warframe turns her into a raging death-bunny.

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