About the Messages objective in Meta Ads Manager

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.

The Messages objective was designed to help you deliver ads to people more likely to have a conversation with your business in Messenger, Instagram or WhatsApp.

The original 11 ad objectives in Meta Ads Manager have been simplified into six to better align with your business goals. You can now create campaigns that optimise for messages using one of the following objectives.

• Traffic
• Engagement
• Leads
• Sales

If you have an active campaign using the Messages objective, the campaign will continue to run until mid-2024, tentatively. You can edit or duplicate campaigns that use the original objectives, such as Reach, and transition to a simplified objective. Learn how to duplicate existing campaigns and transition to a simplified objective.

• Available ad placements and formats for ad objectives
• About ads that click to message
• About sponsored messages