Conversion location (destination)
The conversion location drives which optimization goals and fields appear.| Value | Label | Supported Objectives |
|---|---|---|
WEBSITE | Website | Traffic, Leads, Sales |
APP | App | Traffic, App Promotion, Sales |
ON_AD | Instant Forms | Engagement, Leads |
MESSENGER | Messenger | Traffic, Engagement, Leads, Sales |
WHATSAPP | Traffic, Leads | |
INSTAGRAM_DIRECT | Traffic, Leads | |
PHONE_CALL | Calls | Traffic, Engagement, Leads, Sales |
CATALOG | Product Catalog | Sales |
Optimization goals by objective
- Awareness
- Traffic
- Engagement
- Leads
- App Promotion
- Sales
| Goal | Default |
|---|---|
| REACH | Yes |
| IMPRESSIONS | — |
| AD_RECALL_LIFT | — |
Conditional fields
| Field | Appears when |
|---|---|
| Pixel ID | Objective is Leads or Sales + destination is Website |
| Conversion Event | Objective is Leads/Sales + destination is Website, or App Promotion |
| Lead Form | Objective is Leads + destination is Instant Forms, Messenger, Lead Form + Messenger, etc. |
| App fields (App ID, Store URL) | Objective is App Promotion |
| Frequency Control | Objective is Awareness + goal is REACH or AD_RECALL_LIFT |
| Attribution Window | All objectives (options vary) |
Attribution windows
| Objective / Goal | Available Windows |
|---|---|
| Awareness | 1-Day Click only |
| App Promotion + App Installs | 1-Day Click only; 1-Day Click + 1-Day View + 1-Day Engaged View |
| App Promotion + Offsite Conversions | 1-Day Click; 7-Day Click |
| Traffic + Link Clicks | 1-Day Click; 7-Day Click |
| Sales / Leads / Traffic | 1-Day Click; 7-Day Click; 1-Day Click + 1-Day View; 7-Day Click + 1-Day View |
Placements
| Publisher Platform | Placements |
|---|---|
| feed, right_column, marketplace, video_feeds, stories, instream_video, reels, search | |
| feed, stories, reels, explore, search | |
| Audience Network | native, banner, interstitial, rewarded_video |
| Messenger | inbox, stories |
Frequency control
Only available for Awareness campaigns with REACH or AD_RECALL_LIFT goal. Fields:
frequency_interval_days (default 7) and frequency_max_frequency (default 2).Editable vs protected fields
- New ad set
- Existing ad set (UPDATE)
All fields from the ad set config: targeting, optimization_goal, billing_event, conversion location, placements, schedule, bid strategy, budget (if CBO off), etc.
Bid strategy at ad set level
- Highest Volume
- Cost Cap
- Bid Cap
- Minimum ROAS
No extra fields; Meta auto-optimizes spend.
Overview
Meta objectives and budget
Campaign
Campaign creation
Ad
Creative and CTA
Related Pages
Meta Campaign
Learn about Meta campaign node configuration.
Meta Ad
Learn about Meta ad node configuration.
Meta Targeting
Explore Meta-specific targeting options.
Node Types
Understand ad set nodes across all platforms.
Campaign Structure
See how ad sets fit in Meta’s campaign hierarchy.
Creating Your First Campaign
Follow a workflow that includes creating ad sets.