There are a total of 13 advertising Malta Email List spread over the 3 parts of the conversion funnel: If you’ve arrived at our article, it’s because you’re probably looking for more information on how to use each Facebook goal, not necessarily choosing the goal that seems most obvious to you. The Conversions goal is by far the most popular of the Facebook accounts we’ve audited and integrated. This is not really surprising given that the goal is called “Conversions” and that in the end is what we all want! Don’t get me wrong, we love this lens but using it in the wrong context can turn out to be a big mistake .

The Point of sale traffic objective is available for any business that has multiple physical stores, restaurants, etc. You can use this goal to reach users who are within a predefined radius of your stores and help them get to your nearest physical store. This objective can therefore be useful to you if you wish to increase the notoriety of your stores or even boost their frequentation. With the Point of Sale Traffic goal, you can create personalized ads for each of your locations and deliver them to users near your stores to increase in-store traffic and therefore increase sales.

Point of sale traffic target

For now, the reporting of point-of-sale visits is still in the Beta phase, which means that all advertisers who have access to the Point-of-sale traffic objective and who do not participate in this Beta do not have access to reporting. Instead, most Point of Sale Traffic campaigns are going to be optimized to get unique daily coverage, which makes the target a bit misleading. For those who have access to Point of Sale Traffic reporting, Facebook uses a combination of data including: Since the results are estimates, the more data Facebook has, the better the estimate. For smaller retailers, it is more likely that the data will be less accurate.


If you just have a single physical store and want to increase your in-store traffic, we recommend using the Coverage goal (which is in any case, the default KPI for the Point of Sale Traffic goal). Another option could be to use offline events to measure in-store purchases. The Coverage goal is to maximize the number of people who will see your ads and the number of times they will see your ads. It’s simple: the goal of this goal is to maximize your exposure. One of the advantages of this type of campaign is that you can set how often your ads appear, which is not necessarily the case with other Facebook campaigns .

Objective Coverage

You can indeed control the frequency by setting the number of impressions per number of days. With the Coverage goal, you pay as you print (CPM) either through automatic bidding or you set the bid amount yourself if you know how much you’re willing to pay for 1,000 impressions. The Cover goal is often considered to be very high up in the conversion funnel . This can be a very affordable way to get high exposure for your brand. The Notoriety objective aims to increase the memorization of a brand. Typically, you can choose different bidding options with most goals. However, with this goal, you cannot select your auction type.

Facebook will show your ads to the people who are most likely to remember your ad and you will be billed at CPM. Facebook reserves the right to survey your audience to improve ad deliverability. If you therefore want to increase your brand retention, this can be a goal to test! The Traffic goal, as the name suggests, is mostly used if your goal is to drive visits to your site or app . We recommend the Traffic goal for advertisers who have a fairly long buying cycle and don’t convert leads on the first interaction since this type of goal is often less expensive than the Conversion goal. not always the case, but we’ll get to that later) and is responsible for directing users to the site .

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