How to Choose the Right Objective
Step 1: Define Your Primary Goal
Ask yourself what you want to achieve with your campaign:
Do you want more people to know about your brand? → Reach
Do you want people to watch your video content? → Video Views
Do you want to drive website visits? → Website Traffic
Do you want to increase social media engagement? → Engagements
Do you want to drive app downloads? → App Installs
Do you want to generate sales? → Sales (Conversions)
Step 2: Consider Your Business Stage
New businesses or products: Start with Reach or Video Views to build awareness
Established brands: Focus on Website Traffic or Conversions to drive specific actions
Mobile apps: Use App Installs for new users or App Re-engagements for existing users
Step 3: Align with Your Content Type
Image or text content: Use Reach or Engagements
Video content: Choose between Video Views for general awareness or Engagements if you want social proof
Product-focused content: Consider Website Traffic or Conversions
Step 4: Match Your Budget Strategy
Different objectives have different cost structures:
Reach: Pay per 1,000 impressions, good for broad exposure
Engagement: Pay per interaction, ideal for building community
Website Traffic: Pay per click, suitable for driving qualified traffic
Conversions: Pay per impression but optimized for sales, best for revenue goals
Step 5: Monitor and Optimize
Track the right metrics for your chosen objective:
Reach: Monitor CPM, total impressions, and audience reach
Engagement: Track engagement rate and social interactions
Conversions: Focus on conversion rate and return on ad spend