The 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 is central to your ad strategy. There may not be a more important step when creating a campaign…
You determine this in your ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More. The Performance Goal is the action you want most. It’s how you measure success. It’s also how Meta will measure success, and it impacts how your ads are delivered.
Examples are things like 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, leads, ThruPlaysThe number of times your video was played for at least 15 seconds or to completion. More, link clicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More, and 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.
When you use Conversions, the other important step is selecting the conversion event. Do you want purchases? Complete registrations? Some other event? This is your goal and Meta’s primary focus.
The Performance Goal is one of the reasons broad targeting is possible. Without manually entering an audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More, Meta will search out the people most likely to perform that goal.
Most advertisers underestimate the impact of this step. While it won’t guarantee your success, it’s often the reason a 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 fails or provides misleading or low-quality results.
If you want to consistently generate good advertising results, this is one of the areas that you must master.
