New Update on Facebook Ads Campaign Objective
by Michelle Francisca Lee

Facebook Ads Manager is updating its campaign objectives to a new set of consolidated ones. Before, you would have to choose from 11 options for campaign objectives. Now you can choose from only six campaign objectives that are most closely aligned with your business goal.

“Objectives are now grouped together based on their expected business outcome. Objective names will change but you can still perform the same functions and access the features you’re familiar with.” – Facebook Help Center

Note: Facebook is introducing this feature gradually. So this update may not be available for you right now, but it will be soon

You can see here how the previous objectives align with the new ones:

facebook new ads campaign objective

The six new objectives are:

  • Awareness
  • Traffic
  • Engagement
  • App Promotion
  • Leads
  • Sales

Worried about your existing campaigns?

Don’t be. They will remain active and there’s no need to make any changes to your existing campaigns. You can also edit and duplicate your existing campaigns through the end of 2021.

Conversion locations and events

With the new update, most objectives will now require you to choose a conversion location.

What is the conversion location? It is the place where your desired business outcome will occur.

Here’s an example given by Facebook: If you create a campaign with the objective of Leads, you can choose Website, Instant Forms, Messenger, Phone, or App as your conversion location.

Based on the conversion location you selected, you will then choose the conversion event. “The conversion event you choose will tell us the action you want your audience to take once they’ve landed on your conversion location.” (source: Facebook Business Help Center).

Final thoughts on the new Facebook Ads Campaign

Facebook has simplified their campaign objectives for their Ads Manager by consolidating them into a set of six.

The new consolidated options are designed to be more intuitive and easier to understand, which should make it easier for you as an advertiser to find the right one that best suits your business goals. With the changes in objectives’ names, you can still perform the same functions and access the features you’re familiar with.

Reporting also has not changed because Facebook is consolidating the objectives, you may see an increase in uncalculated results in the Ads Manager reporting table. The results may appear either blank or as a dash in the results column of the campaign tab. But results in the ad set and ad tabs won’t be affected.

If you have any difficulties with your Facebook campaigns, we invite you to visit Kaliber.Asia and read up on our blog to get the latest updates for your company’s digital marketing efforts!

Originally posted 22 October, 2021. Updated 22 October, 2021.
  • Ads
  • Digital Advertising
  • Facebook
  • Facebook Ads
Michelle is a content strategist at Kaliber Asia, who’s passionate about spreading knowledge through content. She also likes to travel, take pictures, and is a full-time dog mom.
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