How to Pick Meta Ads Campaign Objective

To choose the right performance goal for a Facebook ad campaign, start with an objective that represents what you want to accomplish. The most important step will be selecting your conversion location and performance goal in the ad set, as these should be your priority. If the desired conversion location and performance goal are not available, you should select a different campaign objective. This will help you to optimize your ads to deliver to people most likely to perform the actions you desire, such as link clicks or landing page views, rather than just focusing on the objective itself.

Meta might consider removing certain performance goals from specific campaign objectives to reduce confusion. For example, optimization options like Link Clicks and Landing Page Views could be made unavailable under the Sales objective, as they are not directly aligned with the goal of sales. This would make those options only available for objectives like Traffic, where they are more relevant. The current setup, where most performance goals are available for multiple objectives, can be confusing for advertisers.

For an overview of the 21 performance goals for Facebook ads, you can check out the guide provided by the author of the text. This guide will likely offer insights into each performance goal and how it relates to different campaign objectives, helping advertisers to make informed decisions when setting up their ad campaigns.