Which Facebook objective should you be optimising for?

There are lots of campaign objectives in Facebook. But which one is best for you? In this blog post we explore all of the objectives available to you and explain when it would be best to use them.

Choosing the right objective is one of the most important aspects of running a successful Facebook campaign and is often overlooked.

Facebook breaks down the objectives into three areas; Awareness, Consideration & Conversion.

Facebook Campaign Objective options.
Facebook campaign objective: awareness

Awareness objectives are designed for you to reach as many people as possible for your budget, if you’re launching a new product, entering a new market or starting out then you should be looking at these objectives.

You have two options here, Brand Awareness and Reach.

When you select Brand Awareness your ads will be shown to people who are most likely to remember seeing them.

In comparison, when you select Reach your ads will be shown to the maximum number of people for your budget.

Consideration objectives should be used primarily when targeting Cold and Warm audiences. 

Conversion objectives are for the bottom of the funnel, your hottest audiences who have previously engaged with your business in various ways and drive various goals.


You can create custom conversions if you are looking to generate leads via your own landing page for example. By using custom conversion you can measure the performance of your campaigns better, you will be able to see which ad sets generate leads at what cost and make informed decisions to maximise the results you generate without increasing your budget.

By creating a custom conversion you are telling Facebook exactly what action you want their users to take. Facebook uses machine learning to predict who is more likely to take that action, over time the algorithm will get better at this and will generate more results without spending more.

Other conversions you can select are e-commerce related, such as Add To Basket, Initiate Checkout and Purchase. It is recommended that you select a conversion that is going to occur at least 50 times within a 7 day period, this gives the algorithm enough data to learn sufficiently.

Catalogue sales is another e-commerce feature, you can connect your shop data to Facebook and Instagram – you’ve probably seen people tagging their products in posts on social media. This is best used if you have hundreds (or thousands!) of products, it would take too long to create separate ads for them and even longer to analyse performance! 

You can create Product Sets and dynamically target those products, Facebook will use artificial intelligence to decide which products to show to which people in which format. When people are served an ad they will be able to click and visit that specific product on your website.

The store traffic advertising objective allows you to create Facebook ad campaigns to increase foot traffic and boost sales at your physical stores. You can only select the store traffic objective for your campaign if you have a business with multiple stores and you’ve added your store locations to Facebook.

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