If you go to the Facebook Ads Manager and start creating a new Facebook ad campaign, the first choice you’ll have to make is selecting the campaign objective.

Your Facebook campaign objective determines what optimization and bidding options you’ll have throughout the campaign setup process. It’s like telling Facebook what it is that you want in return for your advertising money. Facebook’s ML algorithm will then optimize your ad based on the objective that you chose.

And after that…

We’re joking of course… But if you have the proper skills, this is quite possible too.

Coming back to the topic... Whenever you try to create an ad on Facebook, you’ll be greeted by this screen.

Types of Campaign Goals on Facebook Ads in 2020
Choosing an Objective

Now, as you can see… There are 3 main types of campaign goals/objectives & within each of those, there are various sub-objectives.

  • Awareness: This campaign objective is used to generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Starbucks is going to launch a small regional chain of supermarkets. Using the Brand Awareness objective, they can create a campaign that highlights their fresh, organic produce to people in the local area.
  • Consideration: This campaign objective is used to get people to think about your business and seek more information. For example, Starbucks has a website that tells their story and lists some of their shop's unique offerings. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more.
  • Conversions: This campaign objective is used to encourage people interested in your business to buy or use your product or service. For example, Starbucks has opened a few new locations. Using the Store Visits objective, they can create a campaign to encourage potential customers to stop by their nearest shop.

As your business grows, your campaign objectives will also change. We first recommend getting used to the Facebook ad manager before you go all out with the campaign goals and objectives.


  1. Brand Awareness: Increase people's awareness of your business, brand or service.
  2. Reach: Show your ad to as many people as possible in your target audience.


  1. Traffic: Drive people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.
  2. Engagement: Reach people more likely to engage with your post. Engagement includes likes, comments and shares but can also include offers claimed from your Page.
  3. App Installs: Send people to the shop where they can download your business's app.
  4. Video Views: Share videos of your business with people on Facebook most likely to watch it.
  5. Lead Generation: Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
  6. Messages: Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business.


  1. Conversions: Encourage people to take a specific action on your business's site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
  2. Catalogue Sales: Show products from your e-commerce store's catalogue to generate sales.
  3. Store Traffic: Promote your brick-and-mortar business locations to people that are nearby.

We hope that now you have an idea of the different types of campaign goals and objectives within Facebook ads.

To select the right campaign objective, choose the one that’s closest to your current advertising goal.

Just follow this simple rule & you should be good!