Campaigns objectives on Facebook have recently changed, as Facebook continues to silently roll out new features.
The traditional look and feel of Facebook’s campaign objectives have changed in the past week. Facebook has merged the Website Clicks and App Engagement objectives into one objective named “Traffic.”
Post Engagement, Page likes, Event Responses and Offer Claims objectives were also changed, and have now been rolled into a new objective named “Engagement.”
Lastly, Website Conversions and App Engagement objectives are now called “Conversions.”
The recent changes were made in efforts to simplify the way advertisers execute campaigns through Facebook. The intent of the objectives themselves haven’t changed dramatically, but now advertisers can focus on their primary end goal using only one objective, rather than having multiple objectives to choose from.
Facebook has also added the ability to use GIFs in video ads. There’s not a lot of information regarding this update just yet, but we are expecting to hear more about it in the near future.
In the meantime, please check out the screenshots that were shared by Chris Ruberg late last week:
Ruberg also shared the screenshots below of other recent tweaks to Ads Manager:
Date Comparison Feature:
Hide Columns Feature:
Lastly, and one of the most interesting feature updates, estimated reach compared with ad spend: