Meta Business Help Centre

About the conversions 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.

Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.

The conversions objective was designed to prompt valuable actions on your website, in your app or in Messenger.

How do I create an ad campaign for conversions now?

The original 11 ad objectives have been simplified into six to better align with your business goals. You can now create ad campaigns that optimise for conversions on your website or in your app using one of the following objectives:

What will happen to existing campaigns with the conversions objective?

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

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