Remove Performance Goal Options

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 Conversions performance goal 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.

Performance Goals


There’s no reason to have the Impressions 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 Clicks performance goal available under five objectives (every objective but Awareness) and Landing Page Views under four (all but Awareness and App Promotion). If you want to optimize for either of these things, they should be under Traffic.


This is unnecessarily complex. There may be a small handful of exceptions, but there should be only one path by campaign objective 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?