Process Flow
Animated overview of the full workflow
TL;DR
Traffic campaigns optimise for link clicks or landing page views. Use them when you want to drive website visitors but do not have conversion tracking set up, or when your goal is to populate remarketing audiences before running conversion campaigns. Choose between 'Link clicks' (cheaper, less qualified) or 'Landing page views' (more expensive per click but ensures users actually loaded your page).
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
When to Use Traffic Campaigns
Traffic is a consideration-stage objective. Use it for driving visitors to blog content or resources, building remarketing audiences before launching conversion campaigns, promoting content where there is no clear conversion action, and situations where conversion tracking is not yet configured.
- 2
Link Clicks vs Landing Page Views
**Link clicks:** Meta optimises for the most clicks. Cheaper but includes accidental clicks and users who click but leave before the page loads. **Landing page views:** Meta optimises for users who click AND wait for the page to load. Costs more per action but ensures real website visits. Always choose this when available.
- 3
Setup
Create campaign > Traffic objective > configure targeting and placements in ad set > build your creative > set destination URL > ensure UTM parameters are added for analytics tracking.
- 4
When to Graduate to Conversion Campaigns
Once you have conversion tracking working and have accumulated some pixel data from Traffic campaigns, switch to Conversion campaigns (Leads or Sales objective). Conversion campaigns drive better business results because Meta optimises for the actions that matter, not just clicks.
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