To ease advertisers using Facebook Ads Manager, Meta is redesigning the objective selection process when starting new campaigns.
The company announced in December that it is moving towards an outcome-based Ads Manager where advertisers choose their desired business outcomes (e.g., 11 objectives have been narrowed to 6: Awareness, Traffic, Engagement, Leads, App Promotion, Sales), and the platform will guide them in their campaign setup.
The changes will primarily impact advertisers using Conversions, Messages, and Video Views campaigns.
Simplifying the objectives will make it easier for advertisers to communicate their actual goals. It will also allow Ads Manager to better provide guidance in the campaign setup.