How to Create Facebook Campaigns with Outcome-Driven Ad Experiences (ODAX) Objectives

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Meta (formerly, "Facebook") has redesigned its marketing objective selection experience when creating new campaigns in Meta Ads Manager by rolling out   ODAX (Outcome-Driven Ad Experiences) early this 2022. This article explains how you can use XPO to create Meta/Facebook ad campaigns that align with your marketing goals.

 

XPO vs FB ODAX Objectives Mapping

This page provides details of XPO objectives

Facebook Ads consolidated the 11 objectives into 6, focusing on marketing outcomes:

FB ODAX objectives mapping.png

 

Instructions

When you switch your Facebook Ads account over to ODAX, rest assured it shouldn't affect any of your existing campaigns. Those campaigns should continue to deliver normally. But if you create a new campaign, you will need to choose from the new 6 simplified objectives.

Here we will show how you can create new Facebook ODAX campaigns on XPO.

 

(A) If You Are Creating Campaigns To Drive Website Form Submission

  1. Firstly, you need a pixel with Lead as Facebook Event on XPO. At the Conversion pixel >> Facebook Pixel enabled >> Facebook Account >> Event, select Lead event. 1.1.png
  2. Create a campaign with Lead Generation as campaign objective. 1.2.png

    Then at Attribution >> Conversion Goals, select corresponding pixel with Lead event. 1.4.png

  3. Create ad group(s) with Instant forms at Conversion Location. 1.3.png

(B) If You Are Creating Campaigns To Drive Sales

  1. You need a pixel with Purchase as Facebook Event on XPO. At the Conversion pixel >> Facebook Pixel enabled >> Facebook Account >> Event, select a sales event type.

    Sales event type including: Add Payment Info, Add To Cart, Complete Registration, Initiate Checkout, Purchase.


    2.1.png
  2. Create a campaign with Conversions as campaign objective.  2.2.png

    Then at Attribution >> Conversion Goals, select corresponding pixel with Sales event type. 2.3.png

  3. Create ad group(s) with Website at Conversion Location and Purchase at Select Event.  2.4.png

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