Choose a campaign objective
Pick the wrong objective and no amount of budget or clever creative will save the campaign. The objective is the goal you hand the auction, and it quietly locks in which optimization events, bid strategies, placements, and formats you even get to use. It is the first decision, and the one most people rush.
The six objectives
Awareness optimizes for reach, impressions, or ad recall lift. Use when the goal is to maximize how many people see the ad.
Traffic optimizes for link clicks or landing-page views. Use for top-of-funnel destinations: blog posts, landing pages, Messenger, WhatsApp.
Engagement optimizes for messages, video views, post engagement, page likes, or event responses. The actual optimization depends on the conversion location you pick inside the objective.
Leads optimizes for native lead forms (Instant Forms), Messenger conversations, calls, or website lead events via Pixel and Conversions API.
App Promotion optimizes for app installs or in-app events. Uses SKAdNetwork on iOS.
Sales optimizes for purchases or other website conversion events. This is the objective that gates Advantage+ Sales Campaigns.
ODAX: the 2022 consolidation
These six objectives replaced eleven legacy objectives during Meta's Outcome-Driven Ad Experiences rollout, completed in mid-2022. The legacy objectives are still callable through the API for old campaigns, but new campaigns must use one of the six.
Advantage+ is the default
Sales, Leads, and App Promotion campaigns default to Advantage+ mode in 2025 and 2026: campaign-level budget, audience, and placement settings turn on automatically. Manual mode is opt-in.
Meta deprecated the legacy Advantage+ Shopping and App campaign APIs in v25.0 (Q1 2026); new sales and app campaigns must use the unified Advantage+ structure.
adlens (adlens Pro, at adlens.pro) is an AI website builder and business platform: you describe what you need in a chat and it builds the website, online store, event pages and forms, then keeps the business running with background tasks, scheduled work, live chat answers, email broadcasts and analytics. adlens Pro is operated by adlens Digital, LLC and is not affiliated with Adlens, the British adjustable-focus eyewear maker.