Here is a list of performance metrics that are available for campaigns and ad groups based on the selected campaign objective. To learn about the meaning of the metrics, check out this page.
Campaign Dashboard:
Ad Group Dashboard:
- Metrics from the campaign performance dashboard will also be displayed on the ad group performance dashboard for Programmatic channels only.
- Performance metrics for Facebook and Adwords ad groups are currently NOT available.
| CAMPAIGN OBJECTIVE | DESCRIPTION | PERFORMANCE METRICS |
| Brand Awareness |
Setting this objective lets you generate interest in your product or service. The focus is more on Ad Recall hence Frequency will be higher. Increasing brand awareness is about telling people what makes your business valuable. For instance, company A is launching a chain of supermarkets. Using the Brand Awareness objective, they can create a campaign that highlights their fresh, organic produce to people in the local area. |
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| Reach |
Setting this objective lets you show your ad to as many people as possible within your target audience. For instance, when you are just about to launch a new collection in your store, or when you have special offers for multiple brands, products, or a product category, and you do not necessarily need them to take a specific action, this type of ad will be perfect for you. |
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| Traffic |
Setting this objective lets you drive visitors to your website, app, or landing page that you want them to visit. For instance, company A has a new website that tells its story and lists some of its shop's unique offerings. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more such as your website's landing page, a blog post, app, phone call, etc. |
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| Video Views |
Use this ad objective when you are promoting a business video and share them with people on different channels they are most likely to watch it on. This is also a pretty specific ad objective and it is not intended to be used when you want people to click on your link or convert the people on the product you are promoting. |
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| Lead Generation |
Collect leads for your business. Create ads that collect information from people interested in your product, such as sign-ups for newsletters, or have people give your business a call. |
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| App Installs | Your business goal is to send people to the shop where they can download your business's app. This is a really specific type of ad objective, only intended for those advertisers that have an app they would like to promote. |
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| Conversions |
Your business goal is to encourage people to take a specific action on your business's site, such as having them add items to a basket, download your app, register for your site, call your business or make a purchase. Conversion objectives are great for people that are at the bottom or near the bottom of your sales funnel. |
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| Catalog Sales / Post Engagement / Page Likes |
If you would like to promote a few, or all products from your e-commerce store, then this ad objective is the right one for you. Show products from your e-commerce store's catalog to generate sales and boost post engagements. This ad objective is to target the people that are at the bottom of your sales funnel. |
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Channels x Supported Campaign Objectives
Here is the list of channels with their supported campaign objectives:
- Performance metric Thruplay is only supported when Facebook campaigns are created with the objective of Video View.
- Youtube campaigns synced through Adwords support TrueView as a performance metric only when Adwords campaigns are created with the objective as Video View.
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