Conversion

Conversion Objectives

Facebook’s Conversion objectives—Conversions, Catalog Sales, and Store Traffic—encourage people interested in your business to buy or use your product or service. These objectives optimize for higher-intent actions such as purchase and require some initial setup before you can use them.

Conversion objectives often lead to higher costs for impressions and link clicks than Consideration objectives. However, it’s important to take all costs into account. The cost per conversion may end up lower overall when using this approach, as your ads will be shown to the portion of your audience most likely to take action.

Conversions

If your goal is to reach people who will take a specific action on your website—including adding products to a cart, signing up for your newsletter, or making a purchase—Conversions is typically the best objective to start with. To use this objective, you’ll need to:

• Install the Facebook pixel on your website.
• Install the Conversions API on your website.
• Verify the domain for your website.
• Configure your events within Events Manager.

At the ad set level, you can choose to optimize for the most relevant conversion events based on your goal and Facebook will show your ads to the people in your target audience who are most likely to take that action. For example, if your primary goal is to increase sales, use the Conversions objective optimized for purchase.

When to Use It: The Conversions objective is ideal if you want to send people to your website with the intention of making a purchase or submitting their details to become a lead.

Catalog Sales

If you’re a product-based business, you can create a catalog on Facebook and use the Catalog Sales objective to show products to your target audience.These are known as dynamic product ads and let you show users a variety of products in your ads or retarget with specific products based on someone’s activity on your website. If you’ve ever added a pair of shoes to your basket and then had that retailer follow you around Facebook, it’s probably because they’re using a catalog sales ad in the hope you’ll return to buy that item. Using this type of ad requires you to create a Facebook catalog. Facebook will select images from this catalog to use in your ads so make sure they’re eye-catching to stop people scrolling through their news feed.

When to Use It: The Catalog Sales objective is a good choice if you have a large number of products and want to show potential customers items based on their previous interactions with your business.

Store Traffic

If you have multiple brick-and-mortar stores and want to drive more foot traffic, the Store Traffic objective can be very effective. Before you can use this objective, you’ll need to add all of your store locations to Facebook, along with your hours of operation. Facebook will show ads for the closest location to people within a specific radius, which can be set manually or automatically within your store set. This objective is for businesses with more than one location. If you only have one store, consider using the Reach objective to reach your local target audience.

When to Use It: The Store Traffic objective is perfect if you have more than one store and want people to visit their nearest location.

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