Campaign types and settings
Campaign objective
The goal chosen when a campaign is created, such as awareness, traffic, leads or sales, which tells the platform what to optimize for.
What it is
Platforms organize campaigns around objectives. The objective decides which bid strategies, formats and optimization events are available.
Why it matters
For lead generation and e-commerceThe platform delivers exactly what the objective asks for. A traffic objective buys clicks; a sales objective looks for buyers.
In practice
Pick the objective closest to the business result, then set the optimization event within it.
A common mistake
Choosing a traffic or engagement objective to lower costs, then judging the campaign by leads or sales.