Meta Ads Rebooted: How to Align Your Strategy with the New Objectives

Meta Ads Just Got Smarter — Here’s What It Means for Brands

Meta has refreshed how we run ads—and honestly, it's a good thing. Instead of juggling 11 different campaign objectives, you’ll now choose from 6 simplified, purpose-driven goals that better reflect your business strategy. Whether you’re showcasing a new creative drop, promoting a class, or driving traffic to your portfolio, these updates make it easier to align your ads with what you actually want to achieve. 

The new ad objectives are:

• Sales – When you’re ready to turn viewers into buyers. 

• App Promotion – If you’re ever running something tied to an app. 

• Traffic – Ideal for directing people to your site, blog, or landing page. 

• Awareness – Perfect for building buzz and keeping your brand top of mind. 

• Leads – Great for booking inquiries, sign-ups, or interest forms. 

• Engagement – For likes, comments, shares—or starting conversations via DMs. 

What happened to the old objectives?

Some objectives were combined, and others are now settings within the new structure. For example, “Video Views” is no longer a standalone option, but you can still use it under Awareness or Engagement, depending on your strategy. Here’s a quick translation: Old Objective New Equivalent Brand Awareness / Reach Awareness Traffic Traffic Engagement Engagement App Installs App Promotion Video Views Awareness / Engagement Lead Generation Leads Messages Engagement / Leads Conversions Engagement / Leads / Sales Catalog Sales Sales Store Traffic Awareness

 A few key changes to note:

Starting January 2024, old objective campaigns can’t be duplicated or edited. Make the switch now to avoid surprises. Optimization tactics like video views, messages, and reach are now features within the new objectives. Reports may look different under the new system. Some data columns won’t match up with older campaign styles—but don’t worry, it’s all still there, just organized differently. At Yadah Studio, this means cleaner strategy, easier execution, and more focus on your creative work, not figuring out which ad setting does what. Now’s the perfect time to review your current campaigns and shift to the updated objectives. Your next campaign could be your smartest one yet.