By Jama Sines 


When you are using Meta Technologies to advertise your business, it is important to know how to utilize the objective feature to achieve your goals. The objective feature helps communicate with the Meta Platform’s AI what your goal is and can help you measure the success of your ad. This will help the AI target people based on your selected objective. There are three ad objective categories; awareness, consideration, and conversion. Let’s break them down one by one.

Three Objective Catergories

The first category is awareness. Awareness is used to help generate interest and, obviously, awareness in the products or services your business offers. This objective is most effective when your goal revolves around wanting to build your brand awareness or you simply want to get your name out there.

The second category is consideration. Consideration is used to encourage people to interact with your post in one way or another. This can include liking a post, clicking on a link, or filling out a sign up form. This objective is most effective when your goal is to get people to think about what your business offers and seek more information.

The third and final category is conversion. Conversion is used to encourage people to complete a certain action like making a purchase. This objective is most effective when your goal is to increase your sales on your website or increase app downloads.

Choosing the Right Objective

Choosing the right objective is extremely important because an objective helps the Meta Pixel’s AI know which audience to target so that you can get the most out of your campaign. If you choose an objective that does not align with your business goal the performance of your campaign will suffer. Once you understand that, you can move on to the first step. 

Step One: The key to choosing the right objective is aligning your business goals with one of the three categories above: awareness, consideration and conversion. Once you have identified which objective best aligns with your goal, you can move onto the next step. 

Step Two: It is very important to identify which metric you should use to measure the success of your ad by. Each objective comes with a default metric that is recommended to be used as the primary way to measure the success of your campaign. While each objective has a default metric that is best to measure the success of your campaign, all the metrics available can provide valuable insight into how your post is performing. 

Step Three: Once you have identified the metric you will use to measure the success of your campaign, you can now effectively assess how your campaign is performing. 

Having the right objective selected for your campaign is extremely important but so is having the right people in your corner. Here at Get Fish Slapped, our priority is to help grow your business by coming alongside you and helping you with all things advertising. Our team has a wealth of knowledge and experience that can help your business grow and improve.