09/04/2025
Meta Auction Campaign Objectives
Meta recently simplified their objectives under Outcome-Driven Ad Experiences (ODAX). Here are the main objectives available in Auction:
1. Awareness
Goal: Increase general interest in your business, brand, or services.
You want as many people as possible to see your ad.
2. Traffic
Goal: Drive people to your website, app, or a destination (e.g. WhatsApp, Messenger).
You want to increase clicks or visits to a specific link.
3. Engagement
Goal: Get more interactions such as likes, comments, shares, event responses, or message conversations.
Promoting posts, events, or encouraging DMs.
4. Leads
Goal: Collect information from potential customers (via forms, messages, calls, etc.)
You want to generate leads directly on Facebook/Instagram or drive them to a lead form on your site.
5. App Promotion
Goal: Get people to install or engage with your app.
You want downloads or app activity.
6. Sales
Goal: Drive conversions like purchases or sign-ups (on your site, app, or catalog).