Facebook Ads Campaign Objectives are the goals you aim to achieve through your advertising campaign. Previously, Facebook’s ad objectives were categorized into sales funnels: Awareness, Consideration, and Conversion. Each of these funnels contained different objectives depending on the type of campaign advertisers wanted to run.
However, since 2022, Facebook has introduced the latest update to its advertising objectives. Under the ODAX model (Outcome-Driven Ad Experiences), the number of objectives has been reduced from 11 to 6. Join NEMI Ads to explore the details of Facebook’s 6 new advertising objectives in the article below!
| Old Facebook Ads Objective | New Facebook Ads Objective |
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Awareness
The Awareness objective is a new “element” that encompasses goals such as Brand Awareness, Video Views, and Store Traffic. When an ad campaign is set up with this objective under the Facebook Ads Campaign Objectives, the platform will allocate all its “resources” to maximize your campaign’s reach, thereby increasing brand recognition and recall for your products or services.
In reality, businesses with large budgets and established market positions benefit the most from the Awareness objective. Below are some suitable use cases for running Facebook ads with this goal:
- Product Launch & Market Expansion: Helps create an initial impression and brand recognition for new products and markets.
- Brand Reinforcement: Strengthens the image of products/services in customers’ minds while enhancing the brand’s position in the market.
- Event Promotion: Maximizes audience reach and participant engagement.
Example: Vinpearl Safari Phú Quốc launched an Awareness campaign to promote its activities during the 2025 Lunar New Year celebrations.
Traffic
Among Facebook’s updated ad objectives, Traffic remains unchanged in both name and purpose. This objective is designed to drive users to a specific destination, whether it’s a website, blog, landing page, or other online platform. By leveraging the Traffic objective in a Facebook Ads campaign, businesses can increase website visits, promote products, and even boost engagement.
When Should You Use the Traffic Objective?
- E-commerce Sales: Directs potential buyers straight to product pages on online marketplaces.
- Event Promotion: Encourages users to visit the event registration page.
- Website/Blog Marketing: Perfect for businesses focused on content marketing. More high-quality traffic can improve search rankings.
- App Promotion: Guides users to app download or information pages.
Example: Sony used a Traffic campaign to drive potential customers to the product page for LINKBUDS OPEN headphones.
Engagement
The Engagement objective is key to increasing interaction between users and your ads. Unlike Awareness, which focuses on maximizing reach and visibility, or Traffic, which drives website visits, Engagement is designed to optimize meaningful interactions—measuring how users respond through likes, shares, comments, video views, link clicks, or messages, as outlined in the Facebook Ads Campaign Objectives.
While Awareness vs Engagement Facebook Ads serve different purposes, they can complement each other in a marketing strategy: Awareness helps introduce your brand to a broader audience, whereas Engagement fosters deeper connections and interactions with potential customers.
When Should You Use the Engagement Objective?
- Boost Brand Awareness: Encourages conversations and interactions around your brand.
- Pre-Launch Product Promotion: Gets customers to like, share, and comment on product information, creating a viral effect.
- Interactive Content Campaigns: Ideal for running polls, mini-games, or giveaways to drive audience participation.
Example: TH True Mart launched an Engagement campaign encouraging customers to contact them via Messenger to receive an E-coupon.
See more: Mastering Facebook Engagement Ads: Drive Interaction & Maximize Results
Leads
The fourth objective in the Facebook Ads system is Leads, a powerful solution for collecting and building a database of potential customers directly on Facebook.
Unlike Traffic ads, which redirect users to an external website, Leads ads allow users to fill out a built-in form within Facebook. This ensures a fast, seamless registration process, improving the user experience while maximizing lead conversion.
When Should You Use the Leads Objective?
- Collect customer information for consultations.
- Gather registrations for webinars, workshops, or business events.
- Offer free resources (e.g., ebooks, reports) in exchange for contact details.
- Conduct market research by collecting customer feedback.
Example: Ensure Gold Vietnam used Leads Ads in combination with a free sample program to collect customer information.
App promotion
The App Promotion objective helps businesses reach users who are most likely to engage with and download an app. If you own or market an app, this is the ideal choice to increase visibility and drive valuable user actions within the app.
When Should You Use the App Promotion Objective?
- Launching a new app to attract early adopters.
- Boosting app installs to expand the user base.
- Encouraging engagement by promoting app features and increasing usage.
- Promoting new app updates with added functionalities.
Example: FxPro launched an App Promotion campaign to maximize app installations.
Sales
The Sales objective focuses on converting potential customers into actual buyers. It works best for businesses that have already established their brand presence in the market. If you’re running remarketing campaigns, Sales should be a key objective to consider.
To maximize ROAS (Return on Ad Spend), businesses can leverage Facebook Pixel, which tracks user behavior and preferences. This data allows for better audience targeting, ultimately driving more sales.
When Should You Use the Sales Objective?
- Running discounts or promotional campaigns.
- Advertising new product launches.
- Boosting sales for existing product lines.
- Clearing inventory with special offers.
Example: Bia Saigon launched a Sales campaign to drive purchases during the 2025 Lunar New Year season.
How to choose the right Facebook campaign objective?
To maximize the return on investment (ROI), selecting the right Facebook Ads campaign objectives is crucial. But how do you determine which one is the best fit for your business? Here are some key factors to consider:
Define Your Business Goals
First, clarify your business or marketing objectives. Are you looking to increase brand awareness, attract potential customers, or drive sales? Your overall goal will serve as the guiding principle for choosing the most effective campaign objective.
Understand Facebook Campaign Objectives
Familiarize yourself with the six Facebook campaign objectives and the specific scenarios in which they should be applied. Selecting the right objective means understanding their differences and impact on your advertising strategy.
Identify Your Target Audience
Who are you targeting with your campaign? Are they new customers or existing ones? What are their behaviors, attitudes, and online habits? Answering these questions and creating a detailed customer profile will help you select the most effective campaign objective.
Consider Your Budget
Each campaign objective requires different levels of investment. Before launching an ad, assess how much your business can allocate to Facebook Ads. For example, if you’re a small fashion store that has just opened, you might start with an Awareness campaign to build initial brand recognition.
Match Objectives to Business Goals
Once you’ve analyzed these factors, select the Facebook Ads campaign objectives that aligns best with your business goals. Here’s a quick reference guide:
Once you’ve analyzed these factors, select the campaign objective that aligns best with your business goals. Here’s a quick reference guide:
| Business Goal | Recommended Campaign Objective |
| Target customers likely to purchase products or services | Sales |
| Generate leads for the business | Leads |
| Increase video views, Page likes, or event responses | Engagement |
| Drive traffic to a specific online destination | Traffic |
| Show ads to people who are most likely to remember them | Awareness |
| Promote app downloads and engagement | App Promotion |
Final Thoughts
Choosing the right Facebook Ads campaign objectives plays a critical role in the success of your ads. A well-informed decision optimizes your budget, reaches the right audience, and increases conversion rates. Hopefully, this guide from NEMI Ads has helped you understand the six available campaign objectives. Stay tuned for more valuable insights on Facebook Ads strategies!
