Performance Goals in Meta Ads
Understanding Performance Goals is important for getting the best results from your Facebook and Instagram ads. Performance Goals tell Meta what you want your ads to achieve. When you set the right goal, Meta automatically optimizes your ads to show them to people most likely to take that action.
What Are Performance Goals?
Performance Goals are the specific actions you want Meta to optimize your ad delivery for.
In simple words:
What do you want customers to do after seeing your ad?
Examples include:
- Click your website
- Submit a lead form
- Send a message
- Purchase a product
- Install an app
- Add to cart
- Engage with your post
Meta uses your chosen goal to find the right audience and deliver better results.
Why Performance Goals Matter
Choosing the right performance goal helps you:
- Reduce ad costs
- Improve conversions
- Get higher-quality leads or sales
- Reach people more likely to take the action
- Make your campaign more efficient
When goals and objectives match, your ad performance increases.
Types of Performance Goals
1. Impressions
Meta shows your ad to as many people as possible.
Best for:
- Brand awareness
- Increasing visibility
- Reaching a wide audience
2. Link Clicks / Landing Page Views
Meta finds people who usually click links or visit websites.
Best for:
- Driving traffic to your website or landing page
- Blog promotions
- Page visits
3. Leads (Lead Form / Calls)
Meta delivers your ads to people who are more likely to become leads.
Best for:
- Lead form submissions
- WhatsApp call leads
- Inquiry forms
- Appointment bookings
4. Messages
Optimizes for people who frequently message businesses.
Best for:
- WhatsApp
- Instagram DM
- Facebook Messenger
- Service businesses & local businesses
5. Add to Cart / Purchase
Meta shows your ad to users who often make online purchases.
Best for:
- eCommerce stores
- Online products
- Conversion-based campaigns
6. App Installs / App Events
Meta delivers ads to users likely to download and use apps.
Best for:
- Mobile apps
- Gaming apps
- Fintech apps
- E-learning apps
How to Choose the Right Performance Goal
To select the right goal, ask:
✔ What is my main objective?
✔ What action do I want the user to take?
✔ Do I want more sales, leads, or engagement?
Simple Recommendations
- Run Awareness Ads → Choose Impressions
- Drive Traffic → Choose Landing Page Views
- Generate Leads → Choose Leads
- Get More Chats → Choose Messaging
- Increase Sales → Choose Purchase
Promote an App → Choose App Installs
Real-Life Example
If you run a real estate agency:
- Objective: Lead Generation
- Best performance goal: Leads (Instant Form)
If you run an eCommerce clothing store:
- Objective: Online Sales
- Best performance goal: Purchase
If you run a salon:
- Objective: More appointments
Best performance goal: Messages