Optimizing Ad Delivery with My Top Performance Goals

Performance goals in Meta ad sets define the objectives you're aiming to achieve with your advertising campaign. They determine how Meta will optimize the delivery of your ads and what metrics will be shown in your Results column. Essentially, they guide the ad optimization process to help you reach your desired outcomes.

Maximize Conversions is a performance goal used for various stages of the marketing funnel when directing people to a website:

• For sales: It is used with the Purchase conversion event to track and optimize for sales conversions.
• For website leads: It pairs with the Complete Registration event to optimize for lead generation.
• For quality traffic: Custom events are created based on actions that indicate quality traffic to the website, and Maximize Conversions is used to optimize for these actions.

The Leads performance goal is used with instant forms to build an email list. Instant forms have been found to provide cheaper leads while maintaining the same quality level as website leads. This makes instant forms an effective tool for lead generation within the Meta advertising platform.

The Reach performance goal is used to measure and optimize for the number of unique Accounts Center Accounts that have seen your ads at least once. It's particularly useful for targeting small and relevant audiences, such as in abandoned cart remarketing campaigns. With Reach, you can use frequency capping to control the number of times your audience sees your ad during a specified time window, ensuring you don't overexpose your ads to the same users.