The objective you choose when you create your Facebook campaign has a huge impact on your results. It’s what defines the outcome of your campaigns and is therefore the most important element to get right.
The two most popular campaign objectives are Traffic and Conversions. On the surface, they look like they do the same thing but your results will vary widely depending on which one you use and what type of ads you’re running within the campaign. If you choose the wrong objective, you can waste your ad spend budget and see little in return.