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Types of Facebook Ad Objectives

Facebook breaks objectives up into three categories (Awareness, Consideration, and Conversion) with various options under each.

Pick the category that works best with where people are in your sales funnel.

• Awareness objectives are top of funnel objectives to generate interest in what you offer.
• Consideration objectives are more middle funnel. Consider using these to reach people with some interest in what you offer and who may want to discover more information.
• Conversion objectives are toward the bottom of your funnel and should be used when you want people to register, opt-in, download, purchase, or visit your store.