Are you using the right Facebook campaign objective?

If you are familiar with the Facebook Ads Manager, you have surely encountered the famous page for selecting your marketing objective:

With so many options, it can become difficult to choose the right campaign objective to maximize your marketing efforts on the platform. No worries, Conversio is here to guide you!

In this article, you’ll understand the importance of choosing the right campaign objective and learn which option will best meet your expectations based on each one’s specifics.

Setting up Facebook campaign objectives

How Facebook helps you acheive your goals

When you select a marketing objective in Ads Manager, you’re telling Facebook what kind of results you want for your ads. This choice is crucial because the algorithm will use this information to deliver your campaign to users most likely to achieve the chosen objective.

Some targeting options are unique to their campaign type, but in most cases, you’ll have access to the same targeting and formatting options regardless of the objective.

Regardless of the audience you set, the campaign objective you choose will dictate not only the people who will be reached first but also the context in which your ads will be displayed. For example

  • If you choose the ad engagement objective, the algorithm will deliver your ad to users who are more likely to engage with posts (react, comment, share).

  • If you want to get more views for your new promotional video, Facebook will deliver your video in placements optimized for video (In-streams and Video feeds), to users who are most likely to complete watching it.

  • For an app download objective, the algorithm will avoid users who historically rarely download new apps and prioritize frequent app users.

In addition to differences in ad delivery optimization, each campaign objective will highlight a primary KPI that is tailored to the ultimate goal (Cost per reach, cost per action, completion rate for video views, etc.).

The choice of optimization will also impact the results of your campaign (CTR, CPC, CPM, etc.).

You now understand why choosing the right Facebook objective is essential to achieve your online marketing goals. But with so many options, the question arises: which objective is more suitable for your situation?

Facebook marketing objectives

Right from the start, the ad manager organizes its objectives into three categories that resemble the segments of the conversion funnel:

  • Notoriety
  • Consideration
  • Conversion

If any of these three categories aligns with your marketing objective, it’s a good starting point for defining your campaign objective. Now, let’s delve into the specifics of each:


Brand notoriety

The brand awareness objective will help you increase the awareness of your company, brand, or service. This type of campaign will distribute your advertisement to users who are likely to be interested in your brand, while optimizing reach and frequency.

However, the main KPI of increasing estimated memorization is a rather vague concept and does not guarantee that users will engage with your content.

Tip: Use this type of campaign with high-quality visual and video content to raise awareness of your brand or service among a new audience.

This objective doesn’t optimize your campaign to target the best prospects, but it allows you to broadcast your ad to as many people as possible within your target audience. You will thus obtain affordable CPMs, but the algorithm will not take into account the likelihood that a user clicks on your ad.

Tip: This type of campaign is effective for reaching smaller audiences, such as very niche interests or remarketing lists with a limited number of visitors.
Bonus: Choose a reach objective if you want to use a “Call Now” call-to-action that dials your business’s phone number directly.



This campaign objective is the most versatile as it allows you to use all ad formats and placements on Facebook, and offers balanced results between brand awareness and conversions. The algorithm will optimize the ad delivery to achieve clicks to an external destination: your website landing page, a blog post, an app, etc.

This won’t guarantee engagements once on the site, but you will definitely increase the number of visits with a relatively low cost per click.

Tip: Use optimization for landing page views (if the Facebook pixel is properly installed on your site) to limit your bounce rate and get more engaged visits.

This objective allows you to reach people who are most likely to engage with your post. The main types of engagement include:

  • “Likes” on the page
  • Reactions, comments, and shares
  • Offer claims on your page
  • Responses to your events
Tip: Use this type of campaign to boost your posts. Increasing engagement will improve its organic reach. It is also very effective for promoting contests like “Like and share.”
Application installation

This type of campaign is explicit, allowing you to direct interested users straight to the App Store (Apple or Google Play) to download your mobile application.

Before launching an app installation campaign, you will need to register your mobile app with Facebook for Developers, implement the SDK, and configure App Events.

Integrating a mobile application with advertising platforms can pose a technical challenge for beginners. If you own a mobile application you want to promote, contact us.

Video views

The Video Views marketing objective will help you promote your video content and distribute it to people who are most likely to watch your content in full.

You will typically get a high completion rate (ThruPlay) and an affordable cost per view, but your results depend mainly on the quality of your content. We recommend short videos (15 seconds or less) to maximize message retention and increase your reach, as this format is more common in advertising space.

Tip: Videos that are featured in a Views campaign will appear in placements that achieve the highest view rates, but may have higher CPMs. You’ll need to plan your budget accordingly if you want to distribute your video to a large audience.
Lead Generation

Lead generation campaigns allow you to create a form through which users interested in your services submit their contact information to you. In addition to leveraging the power of the algorithm to identify your leads, the form embedded in your ad makes the process easier since users can fill it out directly within the Facebook environment, without having to leave to fill out the same form on your website.

Fear not, you can customize the fields to fill out in the form, and use your usual creatives, since the form only appears when a user clicks.

Conseil: À moins d’utiliser un CRM compatible avec Facebookyou’ll need to manually retrieve the information for each new lead. This task is not complex but can become time-consuming if you receive a large volume of requests.

Campaigns with the objective of messages will help you communicate with potential or existing customers via the Facebook Messenger direct messaging application. Not to be confused with Messenger Placement, which only allows you to broadcast your ads within the messaging app, without considering your goal of starting new conversations with your customers.

Once again, you’ll be able to use standard ad formats, with a button that opens a conversation with your business. It’s also the only campaign objective that allows you to send sponsored messages (sent directly to targeted individuals), provided you’ve already had a conversation with them.

Tip: Make sure to set up automatic responses if you’re not available to reply to messages promptly.



Campaigns with a Conversion objective are very effective if you want more users to complete specific actions on your website or mobile app. If you have properly set up the Facebook pixel as well as pixel events, you can select the conversion that interests you, and the algorithm will find the people who will complete this action. We have had good experiences with actions such as:

  • On site purchase
  • Signing up for a newsletter
  • Download of information (menu, ebook, whitepaper, etc.)

The Facebook pixel allows you to set up any type of action on your website and turn it into a conversion, so be creative!

Tip: It is recommended to achieve a minimum of 50 conversions over a period of 7 days so that the algorithm can optimize your campaign effectively. Depending on your average cost per action, you should plan for a higher budget to achieve consistency in results.
Catalog sales

Campaigns with catalog sales objectives are perfect for e-commerce businesses. If you have properly configured your product catalog, it allows you to create dynamic ads that will showcase your range of products to people who are most likely to make a purchase.

This type of campaign requires a bit more upfront work as it necessitates a product feed that updates daily to avoid issues related to price changes, out-of-stock items, or other modifications to the products. The most popular e-commerce platforms (Shopify, WooCommerce, Magento, among others) can simplify the creation of the product feed.

Integrating a product feed with advertising platforms can pose a technical challenge for beginners. If you own an online store that you want to promote, contact us.

Tip: This campaign objective is extremely effective when paired with a remarketing strategy. Retarget users who have viewed your products without completing the purchase to capture sales that you thought were lost, commonly known as “cart abandonment recovery.” Abandoned cart remarketing.
In-store sales

If you want to promote your local business to attract more visitors to your doors, in-store sales campaigns allow you to reach users near your physical store, restaurant, gym, etc.

Similar to reach campaigns, this objective maximizes the number of people reached within a radius around your business, but it adjusts the creatives based on the address closest to the user (available products, map, and directions).

Vous devrez toutefois répondre à certaines exigences pour utiliser ce type de campagne, notamment gérer plusieurs magasins, et les regrouper dans une structure de Page principale et Pages locales, ce qui ne rend pas cet objectif accessible à tous.

To conclude, we hope that this article will help you implement better Facebook advertising campaigns. By choosing the right objective type, you allow Facebook to work for you and target the best prospects.

This way, you can also choose to target broader audiences to reach more potential customers while maintaining performance levels that you’ll be satisfied with.

For optimal results, you can launch different types of campaigns simultaneously to cover all stages of the funnel and ensure the growth of your business.

If you want to take your Facebook advertising campaigns to the next level, contact our experts.


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