The business result you tell Meta you want from a campaign, chosen when you create it: awareness, traffic, engagement, leads, app promotion or sales. The objective shapes who Meta shows the ads to and how it optimises.
Example
Meera chooses the sales objective for her festive campaign because she wants website orders. If she chose traffic, Meta would find people likely to click, not people likely to buy.
How you'll hear it
“We picked traffic as the objective, so of course we got cheap clicks and few orders.”
Don't confuse it with
- Bid strategy: how the platform bids to reach the objective.
- Conversion: the specific tracked event you optimise for within the objective.
Related terms
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Sources
- Choose the right objective in Meta Ads Manager, Meta Business Help Center
- What are the advertising levels in Meta Ads Manager?, Meta Business Help Center