Choosing the right objective is critical — it aligns your business goal with Facebook’s optimization system.
🧩 Match Objectives with Business Goals:
Business Goal | Recommended Objective |
Increase brand visibility | Brand Awareness / Reach |
Get people to your website | Traffic |
Collect leads | Lead Generation |
Sell products or services | Conversions / Catalog Sales |
Grow followers | Engagement (Page Likes) |
Start conversations | Messages |
📌 Scenario-Based Examples:
- Promoting a Course? Use Traffic (to course page) or Lead Generation (to collect interest).
- Want more sales/signups? Use Conversions — but ensure your Pixel is installed and working.
- Just launched your brand? Start with Brand Awareness before pushing for actions.