Hence, if we analyze the upper funnel, we might be analyzing metrics like click-through rate or impressions. Upper-funnel metrics attract the audience, the middle-funnel turns the audience into qualified leads, and the lower-funnel metrics convert these leads into purchases or clients. Thus, the metrics you care about will change depending on which part of your funnel a campaign targets. Your focus in each case should be the metrics that demonstrate the ROI on the ads you bought. It is important to know that depending on the objective of each Facebook Ads campaign, the metrics will change accordingly.įor example, a brand awareness campaign, a traffic-increment campaign, and a sales campaign will each have different metrics because their objectives are different. It will open a window to Choose a Campaign Objective. To select the campaign objective, click on the Create button. For example, this is a campaign we used for a virtual event that helped optimize Facebook leads. Let’s open our Ads Manager account and look at a past campaign to better understand the objectives. So let’s start! Campaign Objective OverviewĬampaign objectives are essentially your advertising goals-you can select them based on the impact you want to have on your users.ĭepending on where your target audience is in your funnel, you can create awareness, raise consideration, or convert users.

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