Campaign objectives in Ads Manager

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From awareness to consideration and conversion, it's important to understand how to

customize your ad creative to each stage of the marketing funnel. It's also important to
understand which creative options work with different objectives in Ads Manager. The right
combinations can have a profound effect on how you reach your business goals.

There are six campaign objectives to choose from across the three stages of the customer
journey, which is also known as the marketing funnel. These stages are awareness,
consideration and conversion.

Awareness Generate interest in your product or service, and

communicate what makes your business valuable.

Encourage people to think about and get more

Consideration
information about your business.

Conversion Inspire people already interested in your business to buy

or use your product or service. This stage is also referred
to as the conversion stage of the customer journey.

The six objectives are categorized into the stages of the customer journey. Learn how to
choose the right Ads Manager objective based on your business goals.

Awareness Consideration Conversion

Awareness Traffic Sales

Engagement

Leads

App promotion

The app promotion objective can be a part of the consideration or sales stage
of the customer journey, depending on the optimization you choose. More
optimization options are available for this objective in the consideration stage.

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