13 Facebook Advertising Campaign Goals You Must Know in 2021

facebook ads

When we create Facebook ads, it is important to determine the most suitable Facebook ads. Because Facebook will optimize your campaign for that purpose.

They can determine who in your target audience is most likely to take the action you want…

If you want video views, then facebook will show your ad to people who are most likely to watch your video.Tell them you want a lead and they will too.

Choosing an ad campaign objective is your way of 'telling' Facebook what you want.

This article explains what you ask for with each Facebook ad campaign objective, and when to use it.

Currently, there are 3 sequential categories:

  1. Awareness
  2. Consideration
  3. Conversion

Let's discuss them one by one


1. Brand Awareness

A Brand Awareness campaign objective is to show your ad to people who are more likely to remember it.

Facebook has calculated that the longer people spend with an ad, the more likely they are to remember it.

Application: This campaign objective is great for constantly reminding your prospects.

2 Reach

Campaigns with the Reach objective are designed to show your ad to as many people as possible, within your advertising budget.

Apps: When you select most of your campaign objectives, Facebook will show your ad to the same people multiple times. With reach campaign objectives, you can avoid them and get as much attention as possible on your ads.


3 Traffic (Traffic)

I am often asked how much does Facebook advertising cost and how much does it cost per click? This is a very difficult question to answer because there are so many variables, but the goal of this campaign is to help you achieve the lowest possible cost per click.

Apps: Traffic goals will get you as many link clicks as possible, so it's great for sending traffic to your website. I use this campaign objective a lot when promoting blog posts.

If you want to generate leads or sales through your website, you're better off using the conversion objective – unless you're going to generate less than 50 conversions per week – in which case use the traffic objective.

4 Post Engagement

Post Engagement campaign goals are perfect for generating likes, comments and shares.

Implementation: Likes, comments and shares provide ad social proof, which can significantly increase results. Your target audience will pay more attention to ads with several hundred comments and shares. This is especially important if you are offering a high-value product or service.

It's also a great campaign objective to use when you're advertising to warm up an audience. I often run campaigns to warm up an audience to build social proof first and then show ads to a cold audience.

5 Page Likes

The Page Likes campaign goal is to get as many page likes as possible.


This is self-explanatory enough for J. But I will say that while everyone enjoys having lots of page likes… they are not what one would expect. Most of your page likes will not see your organic posts. Facebook now has too many advertisers to put your posts in front of people for free.

6 Event Responses

The Event Response campaign objective will direct people to the event you create on Facebook.

Implementation: Most Facebook ads don't create as many events on Facebook as they used to, but if that's part of your strategy, then try this campaign objective.

7 App Installs

App Install campaign goals direct people to the relevant download location.

Implementation: Use this campaign objective if you want to generate as many app installs as possible within your advertising budget. Running an app install campaign during the first few days after launch can help increase your app's ranking.

8 Video Views (Video Views)

Ads are optimized so that the target of the ad sees the impressions of the video content that we have prepared. It's better to understand the technique of making videos before advertising, most users don't like videos that are too long in duration.

Apps: We recommend using this campaign objective when you're promoting video content without a specific call-to-action. If you want people to watch your video and immediately buy or become leads, you're better off using the conversion objective.

9 Main Generation (Lead Generation)

Lead Generation Ads are designed to collect information – name, email address, phone number, etc. From your prospects so you can follow up.

These ads are a bit more complicated than other types of ads. When clicked, it doesn't direct people to your website, instead your prospects will be presented with a contact form within Facebook.

Implementation: Lead generation ads can be great for service-based businesses. Facebook will often fill the text fields on your contact form with your lead's information, which makes it very quick and easy for people to become leads. Be aware that you have to follow up on your prospects fairly quickly otherwise they may forget that they have sent you their details.

10 Messages (Messages)

The purpose of this Messages campaign is designed to start a conversation between you and your prospects via Facebook Messenger

Implementation: There are currently two different ways to use this goal. The first uses Messenger as an ad placement. The second starts a conversation via Facebook Messenger when your prospect clicks on your ad

Starting a conversation through Messenger makes a lot of sense for service-based businesses or for ads promoting high-value goods. If your prospects need to make a significant financial commitment when purchasing your item, they want their questions answered first – Facebook Messenger is a great place to do that.


11 Conversions

Conversions is a collective that describes several options: Lead, Add to Cart, View Content, Purchase, etc. What conversion is for you, depends on your business, but most people want leads and sales (buys).

Apps: To use the conversion campaign objective, you must have the Facebook Pixel installed on your website. And you also need to install the relevant event codes (leads, purchases, etc.).

If you're running a campaign designed to directly generate leads and sales, this is the campaign objective you should use.

Note: Facebook can only properly optimize your conversion goal if you generate at least 50 conversions per week. If you're not making that much, you'll have to use other goals, like traffic.

12 Catalog Sales

The catalog contains information for all the products you want to advertise on Facebook. This goal is primarily designed to help you dynamically serve targeted ads to people who have already shown an interest in your product.

In other words, if someone has seen a certain product of yours without buying, you can retarget them and advertise the product to them on Facebook.

Apps: You can connect existing Catalogs with other platforms, such as Shopify, to Facebook. This will make advertising your product on Facebook much easier.

13 Store Visits

The goal of the Store Visit campaign is designed to bridge the gap between online and offline marketing. Facebook has realized that many in-store sales begin with online interactions and here's their answer.

Implementation: If you want to drive people to your store, this is the campaign objective to use. This objective is especially useful if you have multiple locations because you can dynamically advertise so that the campaign is locally relevant for each store.

That was a brief discussion about the purpose of advertising on Facebook that you must determine before advertising. So, there are 13 ads on Facebook


1 – Brand Awareness

2 – Reach


3 – Traffic

4 – Post Engagement

5 – Like Page

6 – Event Response

7 – App Installation

8 – Video View

9 – Main Generation

10 – Message


11 – Convert

12 – Catalog Sales

13 – Shop Visit

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