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Facebook Ad Objectives Playbook 2022

Facebook Ad Objectives Playbook 2022


Have you ever been perplexed when choosing the Facebook Ad objectives for your campaign? Probably, your answer is "Yes". Notoriously, it's one of the predominant steps in the ad launch because it guarantees that your ad reaches the right audience — but it's also one of the most confusing.

Facebook campaign objectives literally mean the actions you want someone to take on your platform. It also determines who you should show your ad to. Naturally, reaching the right audience guarantees the success of your campaign.

To help you choose your Facebook campaign objective right, we've prepared a quick explanation for all objectives, with examples of when you should or shouldn't use them. The article will teach you how to use your Facebook or Instagram objective right and achieve your business goal through them.

What are Facebook Ad Objectives?

The Facebook campaign objective is the way to show Facebook which are your campaign goals and which action you want people to take after they see your ad.

When using Facebook, users constantly provide information about their interests, behaviors, and actions. So, the platform unstoppably analyzes which actions each specific user is most likely to take.

And so, selecting the right campaign objective is vital to ensure that the ad is shown to those who tend to take the kind of action you want them to take. On the contrary, misselecting the campaign will lead to showing your ads to the wrong people at the wrong time, which equals failure of the campaign. For instance, if you pick Traffic as your objective, Facebook will show your ad to the audience that tends to click links.

Note: Don’t choose Traffic objective, hoping that your campaign will bring both traffic and conversion. When you select an objective, Facebook targets a specific group of users that tend to take THE specific action. And so, creating several ad campaigns with different objectives and launching them simultaneously is more productive than creating a single campaign to fulfill all your needs.

Lately, Facebook has simplified the process of choosing the objective for its users and reduced the list of available objectives from 11 options to 6.

Please see how do the new objectives align with the old ones in the table below:

Previous Objective Name New Objective Name
Brand Awareness Awareness
Reach Awareness
Traffic Traffic
Engagement Engagement
App Installs App Promotion
Video Views Awareness
Lead Generation Leads
Messages Engagement
Conversions Engagement
Catalog Sales Sales

Besides, pointing at each objective allows you to see a brief explanation for it and for which past objective it suits best.

Here’s the description of each ad objective with examples of when to use it.

#1. Awareness

(Good for Reach, Brand awareness, and Video views)

When should I use it?

The awareness objective aims to reach potential customers for the first time and make them aware of your product. It creates a general impression about the product and makes people count it as a potential option.

It is targeted at reaching the cold audience that can be potentially interested in your product. It’s also about telling previously unaware people about it.

So, the objective is proper when you aim to introduce your brand to a broader audience and let more people know about your service.

It’s perfect when you want to stay the top option for the current customers and also involve the maximum of a new audience.


You want to introduce your brand to new audiences or even new markets.

Note: if your brand is well-known, you shouldn’t restrict yourself to local markets but can think about the expansion to new countries or continents.

When should I NOT use it?

When you want your potential audience to take any additional actions, for instance, like your posts, subscribe, or buy.


You want your customers to go to your website and make a purchase. In this case, you should either use a different objective or launch two ad campaigns with varying objectives in parallel.

#2. Traffic

(Good for Link clicks, Landing page views)

When should I use it?

When you want to redirect a target audience via the link outside Facebook. Your ad will be shown to people who are most likely to click outside links.


You want to attract the relevant audience to your website and group it into a specific segment to ensure future interaction.

When should I NOT use it?

The fact that people will follow your outside link doesn’t guarantee that they will leave their contact data or purchase anything. If you keep such aims in mind, choosing another objective is better.


You want the target audience to go to your website and complete a target action e.g., leave their contacts so that you can send the updates about your brand directly to their email.

#3. Engagement

(Good for Messages, Video views, Post engagement)

When should I use it?

The objective is the perfect solution to increase engagement with your brand, and make people interact with it by liking, commenting, and sharing your content. Overall, it’s used to upgrade your brand’s pages and make them more popular.


It's helpful if you aim to get more likes for your posts. Let's be honest, which post are we more likely to read, the one with 500 likes or with 5 likes?

Besides, since the Engagement objective makes ads viral (quick to spread and share), it's suitable for info posts, news, and promos.

When should I NOT use it?

If you want users to take some immediate action, Engagement isn't the best choice for you. It makes people interact but not buy.


You have an Instagram clothes store and want people to enter it and shop.

#4. Leads

(Good for Instant forms, Messages, Calls, Sign ups)

When should I use it?

Most suitable to use when you want to collect leads in exchange for providing some exclusive offer.

It best works with the users who have already gone through the awareness stage and are interested in the product. They should be willing to exchange their personal data to receive some value from your business.

Furthermore, the form to fill in is created automatically by Facebook and is the constituent part of the ad. So, users don’t need to transfer to your site to provide their data.


You are ready to give people your specially created weight loss guide for free in exchange for their personal data, such as email or phone number.

When should I NOT use it?

When you want Facebook to drive traffic directly to your website.


You have a landing page that clearly states the advantages of your product and contains a distinct call-to-action. It also has a convenient form to download files and exchange data. Then it’s better to make people enter their contact data in there.

#5. App Promotion

(Good for App installs, App events)

When should I use it?

This objective type drugs users directly to the App Store or Google Play and encourages them to download your app. When choosing it, you tell Facebook to show your ads to the people who have previously downloaded apps. If you want your campaign to be successful, try to offer potential users the value and persuade them of the benefit they can receive from your app.

Besides, when you choose the objective, you can target the best possible ROI (return of investment).


Your product is an app in the App Store or Google Play.

When should I NOT use it?

As the App Installs objective works with the mobile apps only, it proves completely ineffective with desktop apps.


You want users to download your browser extension.

#6. Sales

(Good for Conversions, Catalog sales, Messages)

When should I use it?

When you want the users to complete conversion actions on your site or app. It’s better to use the option with the users who are already aware of your product.

The objective suits well for remarketing after the users have gone through the Awareness and/or Consideration stages.

The option is most helpful for e-commerce stores. It allows owners to promote not just a single product but the collection of their items.

Choose the Carousel structure for this objective when you want to allow Facebook algorithms to autonomously select products from your catalog. Facebook will pick the most relevant ones for a specific user, increasing sales.


You own an online store and want people who are already aware of your products to make a purchase.

When should I NOT use it?

To launch the campaign, you need to install the Facebook pixel on your website first.

Note: the pixel is the piece of code that tracks each action or conversion of users on your website. Each following conversion allows Facebook to learn who’s the best audience and whom to target to maximize the conversion.

If your pixel hasn’t gathered enough data yet, the Conversion objective may work ineffectively.


The Sales campaign you’re going to launch is your first ad campaign, and the users haven’t gone through the previous stages. Then the pixel doesn’t have enough data about the most suitable audience and doesn’t convert well.


Now that you are aware of how each Facebook campaign objective works, you can choose the one that best suits your business purposes.

If you still hesitate between any two objectives, don’t fail to launch both and see which one will perform better. Create the two identical campaigns aside from the factor you want to test, run them for a week and see which one wins.

Besides, if you’re concerned with the effectiveness of your resources spent on tests, you can sample your hypotheses and creatives twice faster with the AdBraze automation platform.

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