About optimisation for ad delivery

The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

When you make your optimisation for ad delivery choice for an ad set, you're telling us to get you that result as efficiently as possible. In other words, your optimisation choice is the desired outcome that our system bids on in the ad auction. For example, if you optimise for link clicks, your ads are targeted to people in your audience who are most likely to click the ads' links.

Based on the optimisation that you choose, the delivery system uses machine learning to improve each ad's performance. The optimisation of your ad set can be different from your campaign objective. For example, you can choose sales as your campaign objective, but optimise for link clicks within an ad set. Different optimisation choices may be available depending on your campaign objective.

Note: You may need to set up a Meta pixel or SDK to use some optimisations, such as value. These tools allow you to pass back web or app event data to Meta technologies.

Bear in mind that some optimisation events may require more budget than others (for example, a conversion may cost more than a landing page view). It's therefore important to consider your optimisation choice when selecting your budget and bid strategy.

• Make sure that your budget is large enough to accommodate the cost of your chosen optimisation event. A good general rule is that your daily budget should be at least ten times the average cost of your optimisation event. For example, if you’re optimizing for link clicks and your average cost per link click is USD 5, your daily budget should be at least USD 50.
• Make sure that you've set your bid cap or cost per result goal high enough to achieve your chosen optimisation event. Your bid cap is the maximum amount that you're willing to bid to win in auctions and get the result that you're optimising for. Your cost per result goal is the average amount that you want to pay for your optimisation event. Learn more about bid strategies.

• About ad delivery
• Set up value optimisation