Facebook's algorithm optimizes for the objective you choose. Pick the wrong one and you'll get the wrong result even with a great ad.
| Objective | Best For |
|---|---|
| Store Traffic | Physical locations needing foot traffic |
| Lead Generation | Collecting phone/email from interested prospects |
| Conversions | Website purchases, form fills, calls |
| Engagement | Building social proof on your page |
| Reach | Brand awareness in a radius |
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