Performance Goals I Use Most

Performance goals define what it is you’re trying to accomplish in the ad set. This is what defines how Meta will optimize to deliver your ads and determines performance in your Results column.

There are 21 performance goals in all, but I don’t use most of them. More accurately, I’ve used most of them at some point, but the majority of my ad setsAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More use one of three performance goals.

1. Maximize ConversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More

I use Maximize Conversions for every step of the funnel when sending people to my website.

For sales, I use it with the Purchase conversion event.

For website leads, I use it with Complete Registration.

For quality traffic, I use it with custom events based on quality website traffic actions.

2. Leads

I also build my email list using instant forms, so I use the Leads performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More.

Lately, I’ve found that instant forms provide cheaper leads while maintaining the same level of quality as website leads.

3. ReachReach measures the number of Accounts Center Accounts (formerly users) that saw your ads at least once. You can have one account reached with multiple impressions. More

Beyond that, the next most common I use is probably Reach.

I’m not using it at this moment, but I’ll use it for abandoned cart remarketing. It allows me to target tiny and relevant audiences without worrying about exiting learning, and I get to use the frequency capFrequency capping allows you to limit the number of times your audience sees your ad during a given window of time. More to control how often it’s shown.

That’s what I do. Which performance goals do you use most?