TL;DR
Meta organises objectives into 6 categories aligned to the marketing funnel. Awareness maximises reach and ad recall. Traffic drives link clicks or landing page views. Engagement gets likes, comments, shares, or video views. Leads generates form submissions through instant forms or website conversions. App Promotion drives app installs and in-app actions. Sales optimises for purchases, add-to-cart, or catalogue sales. For performance marketing, Leads and Sales are your primary objectives. Start here, not with Traffic or Engagement.
Overview
Meta organises objectives into 6 categories aligned to the marketing funnel. Awareness maximises reach and ad recall. Traffic drives link clicks or landing page views. Engagement gets likes, comments, shares, or video views. Leads generates form submissions through instant forms or website conversions. App Promotion drives app installs and in-app actions. Sales optimises for purchases, add-to-cart, or catalogue sales. For performance marketing, Leads and Sales are your primary objectives. Start here, not with Traffic or Engagement.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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