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Meta is revamping the objective selection experience when brands create new campaigns in Ads Manager to an outcome-based model, enabling them to choose their desired result, at which point the interface will guide them through the most optimal campaign setup and creation paths to achieve that result.
Meta said in a blog post Tuesday that the changes will mostly impact advertisers that predominantly run conversions, messages and video views campaigns.
The company will consolidate 11 objectives into six, focused on marketing outcomes: application promotion, awareness, engagement, leads, sales and traffic.
Meta explained that the purpose of this consolidation was to:
- Simplify objectives and map them to widely applicable marketing goals that are used in the broader marketing industry.
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