Facebook Objectives

Please note that Social Media (Facebook and Instagram) Ads are only available in the U.S. and Canada.

Objectives	KPI Metric	Available Ad Formats	Available Platforms	Best For	Not Good For
ROAS	ROAS (Return on Ad Spend)	Instant Experience, Collection, Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video	Facebook, Instagram, Messenger, Audience Network	Generating Online Sales	Reach
Lead Gen	Cost per Lead	Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video	Facebook, Instagram	Collecting leads for a business from people interested in a product, such as sign-ups for newsletters.	Garnering Highly Qualified Leads
Conversions	Cost per Conversion (total or primary)	Instant Experience, Collection, Dynamic, Dynamic Retargeting, Slideshow, Carousel, Single Image, Video	Facebook, Instagram, Messenger, Audience Network	Encouraging people to take a specific action on a business' site, such as visiting key pages, completing form fill, or buying a product.	Post Engagement
Event Responses	Cost per Event Response	Single Image, Video	Facebook	Increasing the number of people attending an event	Site traffic and conversions
Traffic	Cost per Click or Cost per Landing Page Visit	Carousel, Single Image, Video	Facebook, Instagram, Messenger, Audience Network	Sending people to the website	Conversions
Video Views	Cost per Completed Video View	Video	Facebook, Instagram, Messenger, Audience Network	Increasing brand awareness and engagement, or introducing a new product or service	Traffic and Conversions
Post Engagement	Cost per Post Engagement	Single Image, Video	Facebook, Instagram, Audience Network	Reaching people most likely to like, comment, or share a post.	Traffic and Conversions
Reach	Reach	Carousel, Single Image, Video	Facebook, Instagram, Messenger, Audience Network	Brand Awareness	Engagement and Clicks

Facebook Objectives

Which ad format should you use depending on the client's objective for the campaign?