# What are Meta campaign objectives?

> A Meta campaign objective is the result you want from a campaign. The six objectives are Awareness, Traffic, Engagement, Leads, App promotion and Sales.
- **Author**: Marxx
- **Published**: 2026-11-15
- **Category**: Meta
- **URL**: https://marxx.ai/library-glossary/campaign-objective-meta

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A Meta campaign objective is the overall result you want from a campaign. Meta offers six: Awareness, Traffic, Engagement, Leads, App promotion and Sales. Meta calls them simplified objectives ([Meta Help Center](https://www.facebook.com/business/help/1438417719786914), checked 2026-10-20).

## The six objectives

| Objective | Pick it to |
|---|---|
| Awareness | Reach the most people who will remember your ad |
| Traffic | Send people to a website, app or shop |
| Engagement | Get messages, video views or actions on your ad or Page |
| Leads | Collect leads through messages, phone calls or sign-ups |
| App promotion | Get installs or in-app actions |
| Sales | Find people likely to buy |

Meta moved to these six from a longer list. Older names, such as Conversions and Lead generation, map into them.

## Objective, location and goal

In [Ads Manager](/glossary/ads-manager) you choose three settings:

- **Campaign objective:** the overall result you want.
- **Conversion location:** where people act, such as your website or a messaging app.
- **Performance goal:** the exact outcome Meta optimises delivery for.

## A worked example

Say you sell a INR 1,299 kurta set on your website. You want purchases. Pick **Sales**, pick **Website** as the location and tell Meta to chase purchases. You spend INR 30,000 and get 60 purchases. Your [cost per result](/glossary/cost-per-result) is INR 500.

Pick **Traffic** instead, and Meta looks for people likely to click. You might get 3,000 clicks at INR 10 each. The clicks cost less, but they are a different result. Do not compare the two.

## How to choose

1. Name the action that earns you money. Choose the objective closest to it.
2. If you can track purchases or sign-ups, use Sales or Leads, not Traffic.
3. Use Awareness only when reach is the goal.
4. Revisit your pick as your goals change. Meta notes that campaign goals shift as a business grows.

For chat-based goals, see [click-to-message ads](/glossary/click-to-message-ads). For forms, see [CPL](/glossary/cpl).

If you pick Leads with a form, Marxx captures each Meta lead within seconds, answers and source ad included. We make Marxx. See [lead capture](/features/leads).

## FAQ

### What was the Conversions objective?

Meta's mapping table sends it to Engagement, Leads or Sales, depending on your conversion location.

### Which objective is best for a new store?

Usually Sales. Make sure your Pixel or Conversions API reports purchases, so Meta can learn from them.

### Does the objective change what I pay?

It changes the result Meta aims for and counts. So a cost per result under one objective is not comparable with another.

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