Per platform: Meta has 6 outcome objectives, Google has 7 campaign types. Pick based on funnel stage + conversion goal.

Campaign objectives — which to choose

The campaign objective is the single most important choice — it determines what the platform optimizes for, which ad formats are available, which bid strategies make sense. Per platform (verified in objective-selector.tsx): Meta has 6 outcomes, Google has 7 campaign types + 7 goal categories, TikTok has 8 objectives, Taboola has 5, Snapchat has 5, and Outbrain has its own set.

Who is this for

Mediabuyers picking the right objective for a new campaign. The objective decision drives everything downstream.

Meta objectives

Verified vs apps/backend/src/types/campaigns/canonical.enums.ts Objective enum:

Each Meta objective opens specific optimization goals (verified OptimizationGoal enum):

• Awareness → REACH, IMPRESSIONS, AD_RECALL_LIFT, THRUPLAY (video)
• Traffic → LINK_CLICKS, LANDING_PAGE_VIEWS
• Engagement → POST_ENGAGEMENT, PAGE_LIKES, CONVERSATIONS (messaging), VIDEO_VIEWS
• Leads → LEAD_GENERATION (on-platform forms), QUALITY_LEAD, OFFSITE_CONVERSIONS (external form)
• App Promotion → APP_INSTALLS, APP_INSTALLS_AND_OFFSITE_CONVERSIONS, DERIVED_EVENTS
• Sales → OFFSITE_CONVERSIONS (purchase), VALUE (ROAS-optimized), CONVERSATIONS (messaging-to-purchase)

Google Ads objectives

Verified apps/backend/src/types/campaigns/canonical.enums.ts Objective enum (Google-prefixed) + GoogleAdsGoal:

Plus GoogleAdsGoal layer (drives Smart Bidding strategy):

• SALES, LEADS, WEBSITE_TRAFFIC, APP_PROMOTION, AWARENESS, LOCAL_STORE, NO_GOAL

For deep dive: gog-104 Shopping vs Search vs Performance Max.

TikTok objectives

8 objectives (verified objective-selector.tsx), grouped as in TikTok Ads Manager:

• Reach (awareness)
• Traffic
• Video Views
• Engagement
• App Promotion
• Lead Generation (in-feed forms)
• Web Conversions (requires pixel)
• Product Sales

Taboola objectives

5 objectives (verified objective-selector.tsx; see tbl-102):

• Brand Awareness: broad reach on premium content sites
• Website Engagement: clicks to content
• Lead Generation
• Online Purchases (requires pixel)
• App Promotion

Decision flow: pick by funnel stage

Where is the prospect in the funnel?├─ Discovery / never heard of you (TOP)│   → Awareness (Meta) / Display + Video (Google) / Awareness (TikTok)├─ Aware but not engaged (TOP-MID)│   → Traffic (Meta) / Search (Google) / Traffic (TikTok)├─ Engaged but not converting (MID)│   → Engagement (Meta) / Display Remarketing (Google)├─ Considering purchase / signup (MID-BOTTOM)│   → Leads (Meta) / Search + Demand Gen (Google) / Lead Gen (TikTok)└─ Ready to buy (BOTTOM)    → Sales (Meta) / Shopping + Performance Max (Google) / Conversions (TikTok)

Most mid-bottom campaigns drive the highest ROI but smallest audience. Build top-funnel awareness in parallel for sustained growth.

Per-objective requirements

Each objective has hard requirements:

Wevion validates pre-flight: missing pixel for a conversion objective → PIXEL_REQUIRED_FOR_CONVERSION error (cc-121).

Choosing optimization goal within objective

After objective, you pick optimization goal (OptimizationGoal enum, 30+ values):

For Sales objective, common choices:

• OFFSITE_CONVERSIONS (any conversion event)
• VALUE (optimize for revenue, requires value-tracked events)
• LANDING_PAGE_VIEWS (when conversions too low for ML learning)

For Awareness:

• REACH (max unique users)
• IMPRESSIONS (max impressions, may repeat to same users)
• AD_RECALL_LIFT (brand lift measurement, premium)

For Traffic:

• LINK_CLICKS (any clickthrough)
• LANDING_PAGE_VIEWS (actual page loads, filters bounces)

ML learning consideration: optimization goals require ~30-50 conversions of that event type per week to learn well. Below that → use a higher-volume goal (LANDING_PAGE_VIEWS instead of OFFSITE_CONVERSIONS).

Smart Bidding requires conversions

Google's auto-bid strategies (Target CPA, Target ROAS, Max Conversions) all require conversion data. New accounts with no conversion history: start with Manual CPC + LANDING_PAGE_VIEWS optimization → accumulate 30+ conversions → switch to Smart Bidding.

Cross-platform objective mapping

When using Bulk Launch multi-platform, each platform's "Sales" maps to its native objective:

Common mistakes

• Sales objective with no pixel → publish blocked
• Performance Max in new account → no conversion data to optimize, wastes spend
• Awareness with high CPM expectations → Awareness is cheap per impression but doesn't drive direct response
• Traffic + bot-heavy traffic source → consider Landing Page Views instead of Link Clicks (filters bots)
• Smart Bidding with < 30 conversions → returns to Manual CPC OR aggressive learning + scale

What you'll see in Campaign Creator

• Express mode: objective dropdown filtered by platform
• Pro mode: full enum visible per platform
• Bulk Launch: per-row platform → per-row available objectives
• Validation: pre-flight checks per-objective requirements

Common questions

• "Can I change objective after launch?" No — Meta/Google force you to create a new campaign for a different objective. Pause old + create new.
• "Why is Engagement gone from Meta's options?" Meta consolidated objectives in 2022 (ODAX migration). Wevion uses the new outcome-based set.
• "Performance Max vs Search for e-commerce?" Performance Max wins on scale + automation. Search wins on cost control + ad copy precision. Often run both.

FAQ

How many campaign objectives does each platform have in Wevion?

It varies by platform. In Wevion, Meta has six outcome objectives, Google has seven campaign types plus seven goal categories, TikTok has eight objectives, Taboola has five, Snapchat has five, and Outbrain has its own set. The objective is the most important choice because it determines what the platform optimizes for, which ad formats are available, and which bid strategies make sense.

How do I pick the right objective?

Pick your objective by funnel stage. Wevion maps discovery to Awareness, aware-but-not-engaged to Traffic, engaged prospects to Engagement, considering-purchase to Leads, and ready-to-buy to Sales, with Google and TikTok equivalents. Mid-bottom objectives drive the highest ROI but the smallest audience, so run top-funnel awareness in parallel for sustained growth.

What does the Sales objective require?

Wevion's Sales objective requires an active pixel plus a conversion event. Without a pixel, pre-flight validation blocks the publish with a PIXEL_REQUIRED_FOR_CONVERSION error. The same conversion requirement applies to TikTok Web Conversions / Product Sales and Taboola Online Purchases objectives, and Google Shopping additionally needs a connected Google Merchant Center catalog.

What is an optimization goal and how does it relate to the objective?

After choosing an objective, Wevion has you pick an optimization goal — for example, a Sales campaign can optimize for OFFSITE_CONVERSIONS, VALUE, or LANDING_PAGE_VIEWS. Optimization goals need roughly 30-50 conversions of that event type per week to learn well; below that, use a higher-volume goal like LANDING_PAGE_VIEWS instead of OFFSITE_CONVERSIONS.

Why does Google Smart Bidding need conversions?

Google's automated bid strategies — Target CPA, Target ROAS, and Max Conversions — all require conversion data to work. In Wevion, new accounts with no conversion history should start with Manual CPC and a LANDING_PAGE_VIEWS optimization goal, accumulate 30-plus conversions, then switch to Smart Bidding.

Related articles

• Launch a campaign with Express mode
• Shopping, Search, Performance Max — differences
• Budget — CBO vs ABO