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Campaign ObjectiveSelection guidelineConversion locationGoal typeFocusPerformance goalDetails
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Awareness Select 'Awareness' when your goal is to increase brand awareness for your business or to increase audience reach.On-platformAwareness goalsMax reachMaximize reach of adsShow your ads to as many people as possible
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On-platformAwareness goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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On-platformAwareness goalsBrand awarenessMaximize ad recall liftShow your ads to people who are likely to remember seeing them
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On-platformVideo view goalsViews qualityMaximize ThruPlay viewsShow your video ads to people who will watch the entire video when it’s shorter than 15 seconds. For longer videos, we’ll try to Show it to people who are likely to watch at least 15 seconds.
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On-platformVideo view goalsViews volumeMaximize 2-second continuous video viewsShow your video ads to people who are likely to watch 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels on screen.
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Traffic Select 'Traffic' when your goal is to generate traffic to your website, app or other destination.WebsiteTraffic goalsWebsite visitsMaximize number of landing page viewsShow your ads to the people most likely to view the website or Instant Experience linked in your ad.
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WebsiteTraffic goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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WebsiteOther goalsReach Maximize daily unique reachShow your ads to people up to once per day.
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WebsiteOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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WebsiteOther goalsConversationsMaximize number of conversationsShow your ads to people most likely to have a conversation with you through messaging.
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AppTraffic goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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AppOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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Message destinationsTraffic goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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Message destinationsOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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Message destinationsOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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Message destinationsOther goalsConversationsMaximize number of conversationsShow your ads to people most likely to have a conversation with you through messaging.
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Instagram or FacebookTraffic goalsVisits
Maximize number of Instagram profile and Facebook Page visits
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CallsCall goalsCallsMaximize number of callsShow your ads to people most likely to call your business.
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EngagementSelect 'Engagement' when your goal is to get post engagement, Page likes, event responses, video views, start conversations on a messaging app, or when you want to use conversion events like 'ViewContent'.On your ad > video viewsEngagement goalsViews qualityMaximize ThruPlay viewsShow your video ads to people who will watch the entire video when it’s shorter than 15 seconds. For longer videos, we’ll try to Show it to people who are likely to watch at least 15 seconds.
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On your ad > video viewsEngagement goalsViews volumeMaximize 2-second continuous video viewsShow your video ads to people who are likely to watch 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels on screen.
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On your ad > post engagementEngagement goalsPost engagementMaximize engagement with a postShow your ads to the people most likely to like, share or comment on your post.
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On your ad > post engagementOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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On your ad > post engagementOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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On your ad > Event responsesEngagement goalsEvent responsesMaximize number of event responsesShow your ads to the people most likely to respond to your event.
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On your ad > Event responsesEngagement goalsPost engagementMaximize engagement with a postShow your ads to the people most likely to like, share or comment on your post.
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On your ad > Event responsesOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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On your ad > Event responsesOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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On your ad > Reminders setOther goalsRemindersMaximize reminders setshow your ads to people more likely to set reminders for your upcoming event.
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CallsCall goalsCallsMaximize number of callsShow your ads to people most likely to call your business.
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Message destinationsOther goalsConversationsMaximize number of conversationsShow your ads to people most likely to have a conversation with you through messaging.
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WebsiteEngagement goalsWebsite actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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WebsiteOther goalsWebsite visitsMaximize number of landing page viewsShow your ads to the people most likely to view the website or Instant Experience linked in your ad.
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WebsiteOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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WebsiteOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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WebsiteOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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AppEngagement goalsApp actionsMaximize number of app eventsShow your ads to the people most likely to take a specific action in your app at least once.
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AppOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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AppOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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Facebook pageEngagement goalsPage likesMaximize number of page likesDeliver your ads to the right people to help you get more Page likes at the lowest cost.
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LeadsSelect 'Leads' when you want to use a Conversion event to generate leads, registrations or applications, or when your goal is to generate leads through Messenger.WebsiteLeads goalsWebsite lead actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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WebsiteLeads goalsWebsite lead valueMaximize value of conversionsShow your ads to the people most likely to generate higher value for your business.
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WebsiteOther goalsWebsite visitsMaximize number of landing page viewsShow your ads to the people most likely to view the website or Instant Experience linked in your ad.
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WebsiteOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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WebsiteOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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WebsiteOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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Website and callsLeads goalsWebsite lead actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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Instant formsLeads goalsContact informationMaximize number of leadsShow your ads to the people most likely to share their contact information with you.
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Instant formsLeads goalsLead conversionsMaximize number of conversion leadsShow your ads to the people most likely to convert after sharing their contact information with you.
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MessengerLeads goalsLead volumeMaximize number of leadsDeliver your ads to help you get the most leads possible.
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Instant forms and MessengerLeads goalsLead volumeMaximize number of leadsDeliver your ads to help you get the most leads possible.
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InstagramLeads goalsLead volumeMaximize number of leadsDeliver your ads to help you get the most leads possible.
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WhatsAppOther goalsConversationsMaximize number of conversationsShow your ads to people most likely to have a conversation with you through messaging.
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CallsCall goalsCallsMaximize number of callsDeliver your ads to try to get you the most possible calls and report the number of times the call button in the call confirmation dialogue is clicked.
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AppLeads goalsApp lead actionsMaximize number of app eventsShow your ads to the people most likely to take a specific action in your app at least once.
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App promotionSelect 'App promotion' when your goal is to increase app installs or other app events.AppApp promotion goalsApp actionsMaximize number of app eventsShow your ads to the people most likely to take a specific action in your app at least once.
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AppApp promotion goalsApp installsMaximize number of app installsShow your ads to the people most likely to install your app.
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AppApp promotion goalsValue purchasesMaximize value of conversionsShow your ads to the people most likely to make higher value purchases.
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AppOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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SalesSelect 'Sales' when your goal is to generate sales on a messaging app, or when you want to use a Conversion event such as 'add to cart', 'checkout' or 'purchase' or drive purchases from a product catalog.WebsiteConversion goalsWebsite sales actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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WebsiteConversion goalsValue conversionsMaximize value of conversionsShow your ads to the people most likely to generate higher value for your business.
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WebsiteOther goalsWebsite visitsMaximize number of landing page viewsShow your ads to the people most likely to view the website or Instant Experience linked in your ad.
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WebsiteOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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WebsiteOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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WebsiteOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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Message destinationsConversion goalsConversationsMaximize number of conversationsShow your ads to people most likely to have a conversation with you through messaging.
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Message destinationsConversion goalsWebsite actionsMaximize number of conversionsShow your ads to the right people to help you get the most website conversions.
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Message destinationsOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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Message destinationsOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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Message destinationsOther goalsUnique reachMaximize daily unique reachShow your ads to as many people as possible.
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AppConversion goalsApp sales actionsMaximize number of app eventsShow your ads to the people most likely to take a specific action in your app at least once.
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AppOther goalsLink clicks volumeMaximize number of link clicksShow your ads to the people most likely to click on them.
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AppOther goalsUnique reachMaximize daily unique reachShow your ads to people up to once per day.
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AppOther goalsImpressionsMaximize number of impressionsShow your ads to people as many times as possible
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Website and AppConversion goalsSales actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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Website and callsConversion goalsSales actionsMaximize number of conversionsShow your ads to the people most likely to take a specific action on your website.
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CallsConversion goalsCallsMaximize number of callsShow your ads to people most likely to call your business.
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