Paid

Awareness	Consideration	Conversion
Brand awareness Reach people more likely to pay attention to your ads and increase awareness for your brand.	Traffic Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.	Conversions Get people to take valuable actions on your website, app or in Messenger, such as adding payment info or making a purchase. Use the Facebook pixel or app events to track and measure conversions.
Reach Show your ad to the maximum number of people.	Engagement Get more people to see and engage with your post or Page. Engagement can include comments, shares, likes, event responses and offer claims.	Catalog Sales Create ads that automatically show items from your catalog based on your target audience.
	App installs Send people to the app store where they can download your app.	Store traffic If you have multiple stores, restaurants or other physical business locations, encourage visits and sales by showing ads to people who are nearby.
	Video views Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
	Lead generation Collect lead information from people interested in your business.
	Messages Get more people to have conversations with your business in Messenger to complete purchases, answer questions or offer support.

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