Facebook Ad Marketing Objectives

In this post, we’ll give an overview of all the Facebook marketing objectives and the different goal(s)  that each are optimized for. We hope that this guide will lead you to victory and help you make the most of your advertising budget!

Without further ado, let’s get started.

Facebook Ads Marketing Objectives Overview

One of the biggest mistakes advertisers can make with Facebook ads is selecting a marketing objective that doesn’t align with your goals, which puts your efforts at a disadvantage before you even start your campaign(s)! You can read a brief summary of the marketing objectives on Facebook by clicking here, but we provide more details that can help you effectively choose the right objective. 

If you’ve ever attempted to create a Facebook ad, you may have noticed that the platform’s marketing objectives are broken down into 3 different categories of the buyer’s journey: Awareness, Consideration, and Conversion. The marketing objective you select feeds information to Facebook about your campaign goals and desired action from consumers. Based on your selection, Facebook will show you ad(s) to your target audience or, at least, the ones who are most likely to take action. 

This blog will discuss each category and its objectives. Let’s start with the first category. 


Facebook Ads Marketing Objective  Category #1: Awareness

The Awareness objectives are best used for people that are at the top of your sales funnel, users who are beginning to research a product or service. In other words, this category is designed to get your ads in front of the largest number of people in your target audience with the goal of building people’s interest in your business, product and/or service. The marketing objectives in this category are optimized for impressions, so don’t expect clicks or engagement to be high. 

If your goal is to drive traffic or make sales, don’t choose any of the objectives in the Awareness category! Now, let’s discuss when you WOULD want to select one of the following two objectives!

  1. Brand Awareness

    The Brand Awareness objective is great for introducing your brand to new audiences, helping you establish brand familiarity. When you select this option, Facebook will display your ad(s) to those in your target audience who are more likely to recall the ads. An important metric to pay attention to is the Estimated Ad Recall Lift metric.  

    In short, choose this marketing objective to keep consumers aware of your brand. Use this opportunity to emphasize what makes your brand unique from competitors. This will definitely help your recall rate!

  2. Reach

    Although similar to Brand Awareness, the Reach objective is a good option to choose if your goal is to get your ad in front of as many people as possible; in other words, you’re not expecting any immediate actions from viewers. We would recommend using this ad if you are only trying to reach people near your business location. If you are trying to reach the maximum number of people within your budget, this objective is also for you! 

    Here is an example. Let’s say, you own a cupcake store and you decide to have a local sale. You would select this objective to get the information out to as many people in the area as possible, hoping they would go to your store. However, if your goal is to get them to interact with your website first as a requirement, this wouldn’t be a suitable option. 


Facebook Ads Marketing Objective Category #2:  Consideration

The Consideration category consists of 6 marketing objectives- Traffic, Engagement, Video Views, Lead Generation, Messages, and App Installs. As you can probably guess, most of these marketing objectives encourage the audience to interact and engage with your brand. You would mostly be interested in metrics optimized for specific actions such as link clicks, likes, comments, etc. Leads generated from these objectives are generally low-quality. So, if your goal is to drive sales, skip to the Conversion section. 

You should consider an  objective from this category if you’re trying to reach consumers that are in the middle of your sales funnel, meaning those that are already interested in your brand and/or product(s). 

  1. Traffic

    As you can tell from the name, this objective should be selected if your goal is to drive traffic to your website. If you select this objective, you can choose to optimize by either link clicks or landing page views. Facebook will show your ads to those in your target audience who are most likely to engage based on their previous activities and behaviors. 

    You would want to choose this marketing objective if your goal is to grow the number of people who are visiting your website, brand, etc. Though your goal isn’t to convert, you’re still betting that it’ll increase the likelihood that visitors will take some valuable actions while there.

  2. Engagement

    Select the Engagement objective if your primary goal is to have viewers engage with your ads in the form of likes, reactions, comments, shares, etc. You can also choose to optimize for event responses or offer claims. Facebook will then show these ads to those most likely to engage; this is mostly determined by each audience member’s past activities.

    When setting up an ad with the Engagement objective, you will notice that there are 3 different types you can choose from:

    • Post Engagement

    This is the type of ad you run if you care about engagements in the form of likes, comments, shares, etc. It’s a strategy to help you build social proof on a post or ad. However, just because you select this doesn’t mean you will automatically see results. The ad, itself, should also encourage audience members to engage. Give them a reason to interact! 

    • Page Likes

    Select this objective if your primary goal is to grow your Facebook page followers.

    • Event Responses

    Event Responses are a unique way to promote your Facebook event to increase attendance and get people to respond to it. Keep in mind that leads generated from this ad are generally low-quality. Having 1000 people click “Going” doesn’t guarantee that they’ll show up. This marketing objective is more for those who are satisfied with low-intent actions -such as likes, comments, shares, etc.-  than conversions. 

    So, if your goal is to have people purchase tickets or actually show up for an event, we recommend checking out the Conversion category.  

  3. Video Views

    Facebook Marketing Objective: Video Views
    Video ads are one of the most powerful and engaging ways to communicate your brand story or showcase your product/service. When you select the Video View objective, Facebook will prioritize getting your ad(s) in front of as many people as possible. While creating your video ad, you’ll notice you have 2 optimization options: 2 Second Continuous Video Views and

    Once you’ve selected one or the other, Facebook will show your videos to those who’re most likely to be interested in them!

    Video Views campaigns can help you build trust and awareness on the platform. The best way to take advantage of video ads is to make sure you have amazing content, but there’s one amazing feature about the Video View objective that every advertiser should utilize. You have the ability to retarget audience members based on the length of time people spent on your video, potentially taking them further down your sales funnel! So, make sure to capture your audience’s attention within the first few seconds!

    You should choose this marketing objective if the goal is to have people engage with your brand without taking any high-intent actions such as conversions. For example, choose this objective if you have an introductory video that you want people to see!

  4. Lead Generation

    The Lead Generation objective is a great way to acquire high-quality potential leads by allowing users to remain on the Facebook platform while they submit their personal information in exchange for an offer such as a newsletter or discount. The ability to remain on the platform is a huge advantage since it offers seamless UX and can increase the probability of conversion; Facebook can even help users auto-fill these forms by using details from the user’s account!

    Choose this marketing objective if your goal is to collect high-quality leads by enticing viewers with enticing offers. If your website isn’t optimized for mobile devices or doesn’t have a sign-up form, choose this objective! Check out our Lead Generation blog for more information and tips on Facebook Lead Ads!
  5. Messages

    The Messages objective is an effective way to connect with users personally to have a conversation via the Messenger app, allowing you to leverage the interaction as an opportunity to offer customer support, build rapport, etc. Keep in mind that someone can contact you at any time. So, it’s important to have someone on your side monitoring your inbox and responding to any incoming messages in a timely manner.

    The Messages objective is a good choice if you want to encourage users to contact you directly to converse through Messengers. The goal of this is to make your brand and/or business seem approachable and personable.

  6. App InstallsAs suggested by its name, if your goal is to drive more installs of your app by linking directly to the App Store or Google Play store, the App Installs objective is the perfect choice for you. Once selected, Facebook will show your ad(s) to audience members who’re most likely to install an app.

Facebook Ads Marketing Objective #3: Conversions

If your primary goal is to optimize for very specific types of high-level actions, such as encouraging interested audience members to buy or use your product or service, the Conversion category is definitely where you should be looking!

In this category, there are a total of 3 different objectives: Conversions, Catalog Sales, and Store Traffic. Conversion objectives are great for targeting those near the bottom of your sales funnel, people who just need a little push before converting. 

You should keep in mind that selecting an objective often leads to increased costs for link clicks, engagements, etc, compared to the other objectives. However, this isn’t always the case since your ads will only be shown to those that are most likely to convert!

  1. Conversions

    This objective is great if your goal is to encourage people to take high-level actions on your website or app; these types of ads are most successful when they’re targeted at those who are already familiar with your brand. To use this objective, you’ll first need to download the Facebook Pixel for your site; a pixel is a code for your site that tracks the actions taken by a user.

    So with each conversion, Facebook gets “smarter” by learning who and how to target for maximum efficiency. If you’re reading this after the Apple iOS 14 update, we recommend reading our Stiddle blog and this Facebook article for additional information and steps.

    Select the Conversions objective if your primary intention is to drive traffic to your site or app for conversion actions such as conducting sales or collecting leads.

  2. Catalog Sales

    If you would like to showcase some or all of your products on the Facebook platform, the Catalog Sales objective is the one to select. With the help of Dynamic Ads and machine learning, Facebook will automatically deliver a personalized experience to users based on their behavior and interests. Not to mention, you can even retarget consumers with specific products based on their past browsing experience! Dynamic Ads are focused on showcasing your products and attracting those with the intention to convert. 

    Please note that you will need to upload your catalog. Check out this Facebook link to learn how to add and update catalog items with a pixel.

    For example, you might choose this objective if you want to show potential prospects certain items from a large selection of products. We also recommend reading this Facebook post to understand how Apple’s recent updates have impacted Dynamic Ads.  

  3. Store Traffic

    If you have multiple physical stores and want to drive foot traffic, the Store Traffic objective is the perfect selection. Consider using the Reach objective if you have only one location. Before you select this objective, make sure to input your store locations on Facebook. It’s important to understand that these types of ads target based on location and nothing else; therefore, you ensure that all of your locations are entered correctly. Facebook will then target people within a specific radius. 

    Another important note is that consumers need to have their location services enabled to receive the ad.



Now that you have a general understanding of each Facebook marketing objective, you should be able to select the right one to get the results you want! The most important points to take away from this article are how Facebook delivers the ads and to whom.

Remember, each marketing objective is designed to work better at certain stages of the sales funnel. Though finding the right objective may require some trial-and-error, once you’ve found the right one, the results will come rolling in! Make sure you start with the one that aligns closest to your final goal. 

For more helpful blogs like this, please visit our blog page at Stiddle.com