What you want Meta's system to maximize. Choose Sales if you want purchases. Leads if you're collecting contact info. Traffic if you just need clicks. Your objective tells the algorithm what success looks like.
Common Meta Ads objectives:
- Sales (purchases, catalog sales)
- Leads (form fills, contact info)
- Traffic (link clicks to your site)
- Engagement (post interactions, page likes)
- App promotion (installs, app events)
- Awareness (reach, brand awareness)