Meta needs to remove performance goals…
I don’t mean that Meta should remove them all because performance goals are critical. This is one of the primary factors that drives ad delivery optimization.
The Confusion
I’ve been thinking a lot about how so many advertisers are confused about the roles of campaign objectives and performance goals, and I’ve come to the realization that this is one of the primary reasons why. Right now, there are 71 different ways to select 21 unique performance goals.
This is completely unnecessary and creates confusion. The advertiser thinks that if they select the Sales objective, ads will be optimized for Sales. But that will only happen if they use the 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 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 and select Purchases as the Conversion Event.
There are several performance goal options that have nothing to do with Sales. In fact, they’re available for several different objectives, and delivery would be theoretically the same no matter which objective you use for that performance goal.
Examples
There’s no reason to have the ImpressionsImpressions are the number of times your ads were displayed to your target audience. Impressions aren't counted if it is detected they came from bots. More performance goal available under five different objectives:
- Awareness
- Engagement
- Leads
- Sales
- Traffic
The most logical time to optimize for Impressions is if you use the Awareness objective.
There’s no reason to have the Link ClicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More performance goal available under five objectives (every objective but Awareness) and Landing Page ViewsLanding Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More under four (all but Awareness and App Promotion). If you want to optimize for either of these things, they should be under Traffic.
Simplify
This is unnecessarily complex. There may be a small handful of exceptions, but there should be only one path by campaign objectiveWhen you create a campaign, one of the first things you'll do is select an objective. The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. More to most of these performance goals.
Making this change may confuse advertisers at first. But It would simplify this process and make it way more intuitive.
What do you think?
