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

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

XPO vs Meta/Facebook ODAX Objectives Mapping

This page provides details of XPO objectives. 

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

Instructions

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

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

(A) If you are creating campaigns to drive website form submission:

1. From the menu: Pixel > Conversion Pixel.
2. Click +Conversion Goal.
   
3. When the New Conversion Goal page opens, fill in the initial details (advertiser, conversion goal name, conversion type). 
4. Next, scroll down to make sure the Meta Ads Pixel is toggled ON. Choose the Meta Ads Account(s) and Pixel(s) you wish to use, and set the Event as Lead.  
   
5. Create a campaign with Lead Generation as campaign objective. 
   
   

6. Under Attribution >> Conversion Goals, select the corresponding pixel with Lead event. 
   

7. Fill in the remaining campaign details accordingly. 
8. Under the campaign you just created, create ad group(s) with Instant forms as the Conversion Location.

(B) If You Are Creating Campaigns To Drive Sales

1. Repeat Steps 1-3 from Part (A). 
2. This time, select Purchase as your Facebook event for the conversions pixel. 
   
3. Create a campaign with Conversions as campaign objective.  
   
   

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

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