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  1. Meta

Campaigns

Meta Campaigns – Overview#

Our system supports 5 main Meta campaign types:
Lead
Awareness
Engagement
Sales
Traffic
All of them share a common base structure (budget, targeting, creatives, status, etc.), but they differ in:
Business objective (what this campaign is supposed to achieve)
Allowed conversion locations (ON_AD, WEBSITE, MESSAGES, etc.)
Allowed optimization goals (LEADS, LINK_CLICKS, REACH, CONVERSIONS, POST_ENGAGEMENT, …)
Sometimes extra required fields (e.g. lead form, pixel, event name)
Below we describe each type, when to use it, and the key differences.

1. Lead Campaigns#

Purpose
Lead campaigns are designed to collect user information (name, phone, email, etc.) so sales or support teams can follow up.
Common Conversion Locations
Depending on your DTO/enum, typical options are:
ON_FACEBOOK / ON_AD (Lead Form) – leads are collected via an instant form on Facebook/Instagram.
Special Requirements
ON_AD (Lead form)
Requires lead form id (e.g. leadFormId)
No external URL is required; the form opens inside the app.

2. Awareness Campaigns#

Purpose
Awareness campaigns are for maximum visibility and reach, not clicks or conversions.
Conversion Location
ON_AD – user stays on Facebook/Instagram (watch video, see post, etc.).
Typical Optimization Goals
REACH
AD_RECALL_LIFT

3. Engagement Campaigns#

Purpose
Engagement campaigns are optimized to make users interact with your content, not necessarily leave Facebook.
Business Rules
conversionLocation
ON_AD → engagement with the ad itself (likes, comments, video views)
MESSAGING_APPS → conversations via Messenger/WhatsApp
engagementType
Required only when conversionLocation = ON_AD:
POST_ENGAGEMENT
optimizationGoal vs conversionLocation:
If ON_AD → allowed:
POST_ENGAGEMENT
REACH
If MESSAGING_APPS → allowed:
CONVERSATIONS

4. Sales Campaign#

Sales campaigns are focused on driving purchases or other bottom-funnel conversions.
Business Rules
Common required fields (always):
pageId – Facebook Page running the ads
pixelId – required even if conversionLocation is MESSAGES (as per DTO)
conversionEvent – one of:
PURCHASE, ADD_TO_CART, INITIATED_CHECKOUT, SUBSCRIBE, COMPLETE_REGISTRATION
creatives.url (url) – landing page URL
conversionLocation-specific rules:
conversionLocation = WEBSITE
Allowed optimizationGoal:
LANDING_PAGE_VIEWS
LINK_CLICKS
DAILY_UNIQUE_REACH
CONVERSIONS
conversionLocation = MESSAGES
Allowed optimizationGoal:
only CONVERSIONS

5. Traffic Campaigns#

Traffic campaigns are used to send people to a destination: website, app, or messages. The goal is not necessarily to convert, but to get visits.
Business Rules
optimizationGoal
Can be:
LINK_CLICKS
LANDING_PAGE_VIEWS
REACH
Modified at 2025-11-26 10:44:49
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