About the Awareness objective in Meta Ads Manager

Reach and frequency will be renamed reservation starting from October 2023. Learn more about reservation.

The Awareness objective is for campaigns where you want to show ads to people who are most likely to remember them.

Choose the Awareness objective if you want to:

• Increase brand awareness or change brand perception.
• Show your ad to as many people in your audience as possible. You can choose to maximise your reach or impressions for the entire duration of your campaign. Note: For reservation campaigns, optimising for impressions is no longer available. You can optimise for reach and we'll show your ads to as many people as possible.
• Share videos of your business with people most likely to watch them.

For example, if your business is brand new or has been recently renamed, awareness may help to familiarise potential customers with your business.

We recommend that you choose the Awareness objective if you have created campaigns with one of these previous objectives in Ads Manager: Brand awareness, Reach or Video views.

• About ad creation in Ads Manager
• Platforms and ad formats supported by objective
• Available ad placements by objective