The campaign objective isn’t that important…
Look, the objectiveWhen you create a campaign, one of the first things you'll do is select an objective. The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. More has a purpose. It streamlines the campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More creation process by impacting the settings available in the ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More and ad. But many advertisers misunderstand what that selection means.
If you pick the Sales objective, it doesn’t mean that your ads will be shown to people likely to buy from you. It also doesn’t mean that Meta will even care about sales at all. That will only happen if you select ConversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More as your Performance Goal and Purchase as your Conversion Event.
You could also select ImpressionsImpressions are the number of times your ads were displayed to your target audience. Impressions aren't counted if it is detected they came from bots. More as your Performance GoalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More. Or Link ClicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More or Landing Page ViewsLanding Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More. You could select those under just about any objective, and delivery would likely be the same.
Bottom line: The objective isn’t as impactful as many advertisers think. The primary motivation for choosing an objective is that it allows you to select a specific performance goal in the ad set. Otherwise, it’s just window dressing.
That doesn’t mean it’s completely worthless, but it’s important you understand what its function actually is. Otherwise, you may be misled to assume the algorithm is doing something that it isn’t.
