Different Types of Facebook Advertising Objectives

How You Can Use Facebook Advertising Objectives To Drive Traffic To Your Business

Facebook offers many advertising objectives to help you reach your business goals. Your advertising objective is what you want people to do when they see your ads. For example, if you want to show your website to people interested in your business, you can create ads that encourage people to visit your website.

When you create an ad, you first choose your objective. The objective you choose aligns with your overall business goals


These are objectives that generate interest in your product or service.

#1  Brand Awareness

Reach more people who might be likely interested in your brand. These people are more likely to recall your ads.

Facebook, Instagram and Messenger support brand awareness.

#2  Reach

This helps to show your ads to the maximum number of people in your audience.

Facebook, Instagram and Messenger support reach objective.



Consideration objective that gets people to start thinking about your business and look for more information about it.

#1  Traffic

Increase the number of visits to your website or get more people to use your app. With traffic as your objective, you can

  • Send people to your website
  • Increase engagement in your app

Facebook, Instagram, Audience Network and Messenger supports traffic objective.

#2  App Install

Send people to an app store where they can download your app.

Facebook, Instagram, Audience Network and Messenger supports  App Install.

#3  Engagement

Get more people to engage with your posts or page. With engagement, you can

  • Boost your post.
  • Promote your page.
  • Get people to claim an offer on your page.
  • Raise attendance for an event on your page.

Facebook and Instagram (Instagram does not support events) support engagement objective.

#4  Video Views

Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.

Facebook, Instagram and Audience Network support video views.

#  5 Lead Generation

Collect lead information, such as email addresses, from people interested in your business.

Facebook, Instagram and messenger support lead generation.

#6  Messages

Get more people to have conversations with your business to generate leads, drive transactions, answer questions or offer support.

Facebook, Instagram and messenger support messages.



Objectives that encourage people interested in your business to purchase or use your product or service.

#1  Conversions

Get more people to use your website, Facebook app, or mobile app. To track and measure conversions, use Facebook pixel or app events.
Facebook, Instagram, Audience Network and Messenger support conversion.

#2  Catalog Sales

Show products from your catalog based on your target audience.
Facebook, Instagram, Audience Network and Messenger support catalog sales.

#3  Store Visits

Promote multiple business locations to people who are nearby.
Facebook supports store visits.