Campaign Objectives
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Deprecation Notice
The Marketing Version 202310 (Marketing October 2023) and earlier versions (excluding 202306 and 202307) have been sunset. Additionally, the unversioned APIs will be sunset soon. We recommend that you migrate to the versioned APIs as well as migrate to the new Content and Community Management APIs to avoid disruptions. See the Migration page for more details.
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This document highlights the relationship between the campaign manager UI selections and the corresponding endpoint objects in the API.
Read more: Marketing Platform Primer
Campaigns
Marketing campaigns are structured like this:
- Ad account
- Campaign group
- Campaign
- Objective
- Creative
- Launch/manage
- Campaign group
The Campaign Objective will determine which ad format, bidding strategy, and optimization settings are available
Objective
A Campaign Objective is the basic intent of a campaign strategy. While these are relatively straightforward, there are differences in configuration and implementation.
There are seven primary campaign objectives.
Read more:
Format
Read more:
Bidding
Bidding strategies are outlined in Create and Manage Campaigns
Optimization
Campaigns optimizing for MAX_CONVERSION must have a conversion associated with it to be activated. Campaigns of this type should be created and then associated with a conversion before activating. See Conversion Tracking for instructions on creating conversions and associating them with campaigns.
Read more:
Validation
During campaign creation, certain fields that are expected to be set with specific values for each ObjectiveType and will be validated by the API. The following table lists the validations for each ObjectiveType:
Read more:
Campaign Objective API Mapping
Brand Awareness
objectiveType: BRAND_AWARENESS
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| adFormat | campaign.format | creativeType | Optimization Goal | bidStrategy | optimizationTargetType | Cost Type |
| Image Video Event |
STANDARD_UPDATE SINGLE_VIDEO SPONSORED_UPDATE_EVENT |
SPONSORED_STATUS_UPDATE SPONSORED_VIDEO SPONSORED_UPDATE_EVENT |
Reach | MAX | MAX_REACH | CPM |
| Impressions | MAX TGT MAN |
MAX_IMPRESSIONS TARGET_COST_PER_IMPRESSION None |
CPM | |||
| Carousel | CAROUSEL | SPONSORED_UPDATE_CAROUSEL | Impressions | MAX TGT MAN |
MAX_IMPRESSIONS TARGET_COST_PER_IMPRESSION None |
CPM |
| Reach | MAX | None | CPM | |||
| Text Spotlight Follower |
TEXT_AD SPOTLIGHT FOLLOW_COMPANY |
TEXT_AD SPOTLIGHT_V2 FOLLOW_COMPANY_V2 |
Impressions | MAN | None | CPM |
| Conversation | SPONSORED_MESSAGE | SPONSORED_INMAILS | Sends | MAN | None | CPM |
| Document | SPONSORED_UPDATE_NATIVE_DOCUMENT | SPONSORED_UPDATE_NATIVE_DOCUMENT | Reach | MAX | MAX_REACH | CPM |
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| adFormat | campaign.format | creativeType | Optimization Goal | bidStrategy | optimizationTargetType | Cost Type |
| Image Video Event |
STANDARD_UPDATE SINGLE_VIDEO SPONSORED_UPDATE_EVENT |
SPONSORED_STATUS_UPDATE SPONSORED_VIDEO SPONSORED_UPDATE_EVENT |
Reach | MAX | MAX_REACH | CPM |
| Impressions | MAX TGT MAN |
MAX_IMPRESSIONS TARGET_COST_PER_IMPRESSION None |
CPM | |||
| Carousel | CAROUSEL | SPONSORED_UPDATE_CAROUSEL | Impressions | MAX TGT MAN |
MAX_IMPRESSIONS TARGET_COST_PER_IMPRESSION None |
CPM |
| Reach | MAX | None | CPM | |||
| Text Spotlight Follower |
TEXT_AD SPOTLIGHT FOLLOW_COMPANY |
TEXT_AD SPOTLIGHT_V2 FOLLOW_COMPANY_V2 |
Impressions | MAN | None | CPM |
| Conversation | SPONSORED_MESSAGE | SPONSORED_INMAILS | Sends | MAN | None | CPM |
Website Visits
objectiveType: WEBSITE-VISIT
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Image Carousel Video Event |
STANDARD_UPDATE CAROUSEL SINGLE_VIDEO SPONSORED_UPDATE_EVENT |
SPONSORED_STATUS_UPDATE SPONSORED_UPDATE_CAROUSEL SPONSORED_VIDEO SPONSORED_UPDATE_EVENT |
Landing pg clicks | MAX TGT MAN |
MAX_CLICK | *CPM if MAX CLICK *CPC |
| Impressions | MAN | None | CPM | |||
| Text Spotlight |
TEXT SPOTLIGHT |
TEXT_AD SPOTLIGHT_V2 |
Landing pg clicks | MAN | None | CPC |
| Impressions | MAN | None | CPM | |||
| Message Conversation |
SPONSORED_INMAIL SPONSORED_MESSAGE |
SPONSORED_INMAILS SPONSORED_MESSAGE |
Sends (msg formats) | MAN | None | CPM |
Engagement
objectiveType: ENGAGEMENT
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Image Carousel Video Event |
STANDARD_UPDATE CAROUSEL SINGLE_VIDEO SPONSORED_UPDATE_EVENT |
SPONSORED_STATUS_UPDATE CAROUSEL SPONSORED_VIDEO SPONSORED_UPDATE_EVENT |
Engagement clicks | MAX TGT MAN |
MAX_CLICK TARGET_COST_PER_CLICK ENHANCED_CONVERSION |
*CPM if MAX CLICK *CPC |
| Impressions | MAN | None | CPM | |||
| Follower | FOLLOW_COMPANY | FOLLOW_COMPANY_V2 | Engagement clicks | MAN | None | CPC |
| Impressions | MAN | None | CPM | |||
| Conversation | SPONSORED_MESSAGE | SPONSORED_MESSAGE | Sends (msg formats) | MAN | None | CPM |
| Document | SPONSORED_UPDATE_NATIVE_DOCUMENT | SPONSORED_UPDATE_NATIVE_DOCUMENT | Reach | MAX | MAX_REACH | CPM |
Video Views
objectiveType: VIDEO_VIEW
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Video | SINGLE_VIDEO | SPONSORED_VIDEO | Video views | MAX TGT MAN |
None | CPV (if MAX_VIDEO_VIEW) |
| Impressions | MAN | None | CPM |
Lead Generation
objectiveType: LEAD_GENERATION
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Lead Gen Carousel Video Message |
LEAD_GENERATION_FORM_SPONSORED_CONTENT LEAD_GENERATION_FORM_CAROUSEL_SPONSORED_CONTENT VIDEO_LEAD_GENERATION_FORM_SPONSORED_CONTENT LEAD_GENERATION_FORM_SPONSORED_INMAIL |
{varies} | Leads (SU formats ONLY) | MAX MAN |
MAX_LEAD ENHANCED_CONVERSION |
*CPM if MAX_LEAD *CPC |
| Clicks | MAN | None | CPC | |||
| Impressions | MAN | None | CPM | |||
| Message Conversation |
SPONSORED_INMAIL SPONSORED_MESSAGE |
SPONSORED_INMAILS SPONSORED_MESSAGE |
Sends (msg formats) | MAN | None | CPM |
| Document | SPONSORED_UPDATE_NATIVE_DOCUMENT | SPONSORED_UPDATE_NATIVE_DOCUMENT | Leads | MAX MAN |
MAX_LEAD ENHANCED_CONVERSION |
*CPM if MAX_LEAD *CPC |
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Lead Gen Carousel Video Message |
LEAD_GENERATION_FORM_SPONSORED_CONTENT LEAD_GENERATION_FORM_CAROUSEL_SPONSORED_CONTENT VIDEO_LEAD_GENERATION_FORM_SPONSORED_CONTENT LEAD_GENERATION_FORM_SPONSORED_INMAIL |
{varies} | Leads (SU formats ONLY) | MAX MAN |
MAX_LEAD ENHANCED_CONVERSION |
*CPM if MAX_LEAD *CPC |
| Clicks | MAN | None | CPC | |||
| Impressions | MAN | None | CPM | |||
| Message Conversation |
SPONSORED_INMAIL SPONSORED_MESSAGE |
SPONSORED_INMAILS SPONSORED_MESSAGE |
Sends (msg formats) | MAN | None | CPM |
Website Conversions
objectiveType: WEBSITE_CONVERSION
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Image Carousel Video |
STANDARD_UPDATE CAROUSEL SINGLE_VIDEO |
SPONSORED_STATUS_UPDATE SPONSORED_UPDATE_CAROUSEL SPONSORED_VIDEO |
Website conversions (SU formats ONLY) | MAX MAN |
MAX_CONVERSION ENHANCED_CONVERSION |
CPM if MAX_LEAD CPC |
| Landing page clicks | MAN | None | CPC | |||
| Impressions | MAN | None | CPM | |||
| Text Spotlight(LMS) |
TEXT SPOTLIGHT |
TEXT_AD SPOTLIGHT_V2 |
Landing page clicks | MAN | None | CPC |
| Impressions | MAN | None | CPM | |||
| Spotlight(LTS) | SPOTLIGHT | SPOTLIGHT_V2 | Landing page clicks | MAN | None | CPC |
| Impressions | MAN | None | CPM | |||
| Message Conversation |
SPONSORED_INMAIL SPONSORED_MESSAGE |
SPONSORED_INMAILS SPONSORED_MESSAGE |
Sends (msg formats) | MAN | None | CPM |
Job Applicants
objectiveType: JOB_APPLICANT
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Job Image |
JOBS STANDARD_UPDATE |
JOBS_V2 SPONSORED_STATUS_UPDATE |
Landing page clicks | MAX MAN |
MAX_CLICK None |
*CPM if MAX CLICK *CPC |
| Impressions | MAN | None | CPM | |||
| Spotlight(LMS) | SPOTLIGHT | SPOTLIGHT_V2 | Landing page clicks | MAX MAN |
MAX_CLICK None |
*CPM if MAX CLICK *CPC |
| Impressions | MAN | None | CPM | |||
| Spotlight(LTS) Job |
SPOTLIGHT JOBS |
SPOTLIGHT_V2 JOBS_V2 |
Impressions | MAN | None | CPM |
Talent Lead
objectiveType: TALENT_LEAD
format: CampaignFormat
| UI | API | API | UI | UI | API & UI | API & UI |
|---|---|---|---|---|---|---|
| Ad Format | campaign.format | creativeType | Optimization Goal | Bidding Strategy | optimizationTargetType | Cost Type |
| Image Carousel Video |
STANDARD_UPDATE CAROUSEL SINGLE_VIDEO |
SPONSORED_STATUS_UPDATE SPONSORED_UPDATE_CAROUSEL SPONSORED_VIDEO |
Talent leads | MAX MAN |
MAX_CLICK ENHANCED_CONVERSION |
*CPM if MAX CLICK *CPC |
| Landing page clicks | MAN | None | CPC | |||
| Impressions | MAN | None | CPM | |||
| Spotlight | SPOTLIGHT | SPOTLIGHT_V2 | Impressions | MAN | None | CPM |