Definitive Guide To All The Different Facebook Ad Objectives

Facebook is the best advertising platform out there, even better than Google AdWords for targeting. It has a very clever algorithm that segments their users not just based on the data we provide them but also user behaviour.

This can mean it’s slightly daunting when you’re creating ads because of all the different options you have. So I’ve broken it down for you.

The Ad Objectives are to split them into 3 categories, Awareness, Consideration and Conversion.

Facebook campaign Objectives


This is where Facebook are getting seriously clever. This is the newest addition to the Facebook ad platform.

By looking at how often people spend looking at different ads it’s now possible for Facebook to estimate which people are more likely to remember your brand and prioritise those people when serving your ads.

It makes sense, the longer somebody looks at an ad the more likely they are to remember it on average.

Brand Awareness

Increase awareness for your brand by reaching people who are more likely to be interested in it.


These harnesses a clever new facebook algorithm to target ads based on who is most likely to recall or remember your ad. This beyond simple impression, it’s based on the amount of time somebody views your ad.

It’s a known fact that on average the longer somebody will look at your ad the more likely they are to remember your ad and recall information about your company. Facebook work this out based on how many people will recall your ad after two days of viewing it.

Facebook use two metrics in reports to help you know what going on.

Facebook Estimated Ad Recall

1. Estimated Ad Recall Lift (people)


An estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metric shows results for ads using brand awareness, video views and Page post engagement objectives.

2. Estimated Ad Recall Lift Rate


The rate at which an estimated number of additional people, when asked, would remember seeing your ads within 2 days.

You can add these to your reports by customising your columns and selecting them under the awareness tab.

When to use

If you’re a large brand with physical products selling in retail nationwide these would be a great option to test, especially with video ads. Imagine TVC on steroids, only targeted to people you want them to show to AND who are most likely to remember you.

Local Awareness

Promote your business to people who are nearby


With other ad objectives, you can target by location to a degree. This just takes it one step further and is specifically optimised for people in your area to respond to your ads.

Before you could only target by country and city or ZIP postcode and it as based on data users had entered into Facebook. So you’re targeting people who might not even be there at that time. Local awareness ads use real-time geographical location so you can capture visitors as well.

When to use

Building your facebook audience as a local business. To do this you can use the Like Page call to action button. You can even scale to multiple brick and mortar stores by duplicating your campaign inside the power editor and selecting your new location.

Facebook Local Awareness



Send more people to a destination on or off Facebook.


This is a great option for sharing your blog articles and content to drive as many people to your website as possible to read the articles and give them a tag for retargeting.

It’s always a great idea to test this alongside conversion objectives rather than just running with it. You would use it for the same purposes to drive traffic to your and articles and lead capture pages. They are some instances where this can outperform conversion campaigns but it’s unlikely

When to use

A good place to uses these ads is after a post has already proven its worth and acquired a lot of engagement through boosted posts. Then you can test a traffic campaign against an engagement campaign and see which wins.


Get more post engagements, Page likes, event responses or offer claims.


— Post Engagement

Facebook optimises your traffic to people who are likely to share and engage with your posts.

When to use

You can use these at the top of the funnel after running boosted posts to increase the engagement rate and lock in a good relevance score. If you’re getting good conversions you can test it against a conversion campaign with the same ad.

— Page Likes

This is specifically to promote your page and get more fans (page likes). The ad type here is very different and it allows your audience to like your page from the ad itself without having to even click through.

When to use

Depending on your situation it’s great to reserve a small budget and keep a like campaign running continuously to build your audience.

If you’re a brick and mortar store I would suggest testing local awareness ads first because you can select the Like Page call to action and target people better from the local area first before moving on to a wider reach.

— Event Responses

This is a very interesting Objective because it doesn’t just have to be for live events. It displays things like time and date in a friendly format.

When to use

Anybody can use these ads for things like a live facebook Q&As, a webinar. You can get very creative here.

— Offer Claims

A little different from another type of ads Offer Ads are designed specifically as a direct way to make sales using the ads. To help the process they have been designed to work similar to websites like Groupon where you can limit the number of offers claimed.

When to use

With a little boost, these ads are very powerful. I wouldn’t advise you run these constantly every day but they are great to schedule in your promotional calendar and run regularly as part of your Facebook marketing mix.

App Installs

Get more people to install your app.


These are ads designed predominantly for the very large mobile app and Facebook app market and Facebook uses its data to serve ads based on who is more likely to download and engage with mobile apps.

When to use

A lot of apps are free and rely on ad revenue within the app to fund the development so these ads are perfect for those apps also.

Video Views

Get more people to view your video content.


This one is self-explanatory. These ads are optimised to get video views.

When to use

One neat little trick you can do here that works really well is to run some video view ads and from there you can create a custom facebook audience from the video views to target them with a full promotion.

Lead Generation

Drive more sales leads, such as email addresses, from people interested in your brand or business.


This is a great little lead generation ad that collects leads directly from the ad itself and sends the leads to you via email.

If you want to get really clever here you can have the leads go directly into your CRM to send out email auto responders and put them directly into a follow-up campaign. A great piece of software to do that for you is Lead Bridge

When to use

Without the third party software, you are very limited because you can’t follow up immediately. But if you can get hold of Lead Bridge it’s well worth a test for a direct lead generation or part of remarketing campaign. I wouldn’t test this until you already have successful ads running sustainably.



Drive valuable actions on your website or app.


To implement this option you’ll need a Facebook pixel placed on every page of your website. You need to do this any way to start adding people to your retargeting lists so now is a good time.

To do it facebook has a great article helping you out:

This is very useful for tracking leads and online sales on your website.

When to use

This would be the best option to use if you’re running a lead generation campaign using a lead magnet. You can also test these campaigns out after running boosted posts

Product Catalogue Sales

Create ads that automatically show products from your product catalogue based on your target audience.


These ads are a good response but different in their approach than the Google Shopping ads in that they show ads dynamically from a product feed based on user behaviour.

You can get very clever here and show some ads above others depending on what website pages people have visited. Maybe they got as far as checkout and dropped off so those people might first of getting an email if you managed their email address first and an ad can dynamically be shown to them of that very product they were about to buy. All automatically.

When to use

If you have plenty of physical products to sell and an e-commerce store online this is a great option if done right.

Store Visits

Get more people nearby to visit your brick-and-mortar locations.


These can be tested alongside Local Awareness campaigns. Here you can create ads that automatically localise content with location-based relevance for each store.

When to use

Perfect for businesses with multiple locations. These ads are great to test and are designed at getting people through the door rather than engaging directly on Facebook.

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