Facebook Advertising Campaign Objectives

Facebook Ad Campaign Objectives

Facebook offers a wide variety of campaign objective options to fit any goals you may have with your advertising efforts. The following is an overview of the options Facebook gives advertisers for promoting their business, brand, product, or service.


  • Brand Awareness – Reach people more likely to pay attention to your ads and increase awareness for your brand.
  • Local Awareness – Promote your business to people who are nearby.
  • ReachShow your ad to the maximum number of people.


  • TrafficSend more people to a destination on or off Facebook.
  • EngagementGet more people to see and engage with your post or Page. Engagement can include the following:
    • Post Engagement
    • Page Likes
    • Event Responses
    • Offer Claims
  • App InstallsSend people to the store where they can purchase your app.
  • Video ViewsPromote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
  • Lead GenerationCollect lead information from people interested in your business.


  • ConversionsGet people to take valuable actions on your website or app, such as adding payment info or making a purchase. Use the Facebook pixel or app events to track and measure conversions.
  • Product Catalog Sales (Dynamic Product Ads) – Upload your Product Catalog (product feed) to Facebook, place a pixel on your website to track which products were viewed by each customer, and serve product specific ads on Facebook to each specific customer who has previously viewed a specific product on your website.
  • Store VisitsPromote multiple business locations to people who are nearby.

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