The campaign objective is the first thing you need to decide on when creating a Facebook ad campaign. It’s also the most important choice you’re going to make since it determines the optimization and bidding options you’re going to have at your disposal during the campaign creation process.


Why your campaign objective matters


Facebook uses machine learning the find the right audience for your specific campaign objective. For example, if you choose to optimize your campaign for website conversions, Facebook will look for users who have a history of clicking on links and converting by performing a specific action on your website.

If, on the other hand, you decide to optimize your campaign for engagement, Facebook will try to display your ads to people who are most likely to like or comment on them.

If you choose the wrong campaign objective, there might be a lot of people in your audience who aren’t likely to perform the action you want. This is why it’s crucial to choose the right objective for your campaign.


Common mistakes in choosing campaign objectives


Choosing your campaign objective is one of the most important parts of setting up your Facebook ad campaign. However, many people still get it wrong. The two most common mistakes concerning choosing campaign objectives are failing to plan in advance and not knowing the limitations of each objective.


Failing to plan in advance


The first and most basic mistake is failing to plan out your campaign in advance. It’s crucial to organize the structure of your campaign before you start creating ads. If you fail to do so, you’re most likely going to have to rebuild the campaign from scratch and waste a lot of time in the process.


Not knowing the limitations of each objective


The second most common mistake is based on the lack of knowledge about how Facebook campaign objectives work.

Not every campaign objective supports every ad type and you need to take this into account when choosing the objective for your campaign.


How to choose the right campaign objective


When deciding on which campaign objective you should choose, think about what your main goal is and then choose an objective that’s the closest to it. The three categories of campaign objectives offered by Facebook are:

  • Awareness - The Awareness category consists of objectives that are designed to generate interest for your product or service.

  • Consideration - Objectives in the Consideration category serve to provide more information about your business to people so they could decide whether to use your products or services.

  • Conversions - Objectives in this category are geared toward encouraging people who are already interested in your business to buy from you.

Each of these three categories has a number of additional objectives, allowing you to choose the objective that will help you reach your specific goal.


Awareness objectives


Brand awareness


You should use the Brand awareness objective if you’re looking to introduce your brand to more people or simply drive additional traffic to your website. It targets users who are the most likely to view or engage with your ads.



The Reach objective serves to help you reach most of your target audience multiple times over a short period of time. It’s designed to get the maximum number of impressions possible using your available budget. This objective is suitable for promoting limited-time offers (e.g. during the holidays) or for remarketing campaigns.


Consideration objectives




You should use this objective if your main goal is to simply drive more people to your website. It shows ads to people who are the most likely to click on the ad link and visit your website. It allows you to get the most traffic out of your budget. It’s suitable for promoting blog posts, case studies etc.

If your goal is to have your visitors perform a specific action such as sign up to your email list or make a purchase, you’re better off using the Conversions objective.


Post engagement


The Post engagement objective is designed to show your ads to users who are most likely to engage with your Facebook post by liking, sharing, or commenting on it. This is useful for generating social proof for your business.


Page likes


You should use this objective if your goal is to get more likes to your Facebook page.

Event responses


The Event responses objective can be used to drive users to your Facebook events.

App installs


You should use this objective if your goal is to get more people to download and install your mobile app. It works by directing users to the app store where they can download the app. For best results, use this objective with a lookalike audience created from people who are already using your app.

Video views


You should use the Video views objective to promote your videos. Choosing this objective will show your ad to people who tend to watch a lot of videos on Facebook.

Lead generation


This objective is designed to show your ads to people who are most likely to enter their details (such as an email address) into lead forms. The Lead generation objective is great for collecting contact details of people who are interested in what you’re selling and then marketing to them at a later time.

It’s very effective at getting people to give you their information because most of the details are pre-filled by Facebook. It works extremely well for service-based businesses.



The Messages objective optimizes your campaign in a way as to show your ads to people who are most likely to engage with your business using Facebook Messenger.


Conversion objectives




You should use the Conversions objective if your main goal is to get people to take a specific action on your website, such as making a purchase, downloading an ebook, or signing up to your email list. It works by using the Facebook Pixel installed on your website to track conversions. To be able to properly optimize your campaign based on the Conversions objective, Facebook needs you to generate at least 50 conversions per week.

Catalog sales


The Catalog sales objective is suitable for ecommerce business who are looking to promote their entire product catalog on Facebook. To use it, you need to set up a product catalog feed from which Facebook will be able to pull products and use them to create dynamic ads.

Store visits


This objective is designed to help you get more people to visit your brick and mortar store. To use it, you need to associate the campaign with the Facebook page of your business and set a location for the page. Then you’ll be able to target people who are located within a certain distance of your business.




In order to choose the right objective for your Facebook ad campaign, you need to decide what exactly you want to accomplish with the campaign. Are you looking to get more traffic, sales, email signups, or something else? Decide on a specific goal and use the campaign objective that is most likely to help you achieve it.