In this article, we will walk you through the steps to create a Meta Ad campaign using the Sales objective, with conversion locations set to either a website or messaging app. This feature is designed to drive sales conversions effectively across both platforms, helping businesses optimize their ad campaigns for maximum results. By selecting either a website or messaging app as the conversion location, you can track key actions like purchases or sign-ups, or encourage direct customer interactions through messaging apps.

Note: At the moment, only Website and Messaging Apps are supported as conversion locations. Other locations, such as App and In-Store, are not available.

Key Features and Benefits:

• Website Conversions:
  Leverage Meta Pixel to track and optimize actions on your website, such as purchases or sign-ups.

• Messaging Apps Conversions:
  Drive direct interactions via platforms like Facebook Messenger, Instagram Direct, or WhatsApp, increasing engagement and conversions through real-time customer communication.

• Enhanced Campaign Optimization:
  Customize your campaign to use the most effective conversion location for your goals, ensuring better-targeted and more efficient ad spending.

• Conversion Tracking:
  Accurately track and optimize conversion events across your website or messaging apps, ensuring you capture every key action from your audience.

How to Set Up a Sales Objective Campaign:

1. Access Ad Manager:

• Go to your Account > Marketing > Ad Manager.

• Click on + Create Campaign to start a new campaign.

2. Choose the Facebook Page and Instagram Account:

• Select the Facebook page you want to link to your ad.

• Optionally, connect an Instagram account for cross-platform ad delivery (Instagram messaging requires an Instagram account linked to the FB page).

3. Select the Ad Objective:

• Choose Sales as your campaign objective to maximize sales conversions.

4. Choose a Conversion Location:

• Website: If you wish to track website actions like purchases, sign-ups, or leads.

• Messaging Apps: Choose Facebook Messenger, Instagram Direct, or WhatsApp to drive direct customer engagement.

5. Set Up Conversion Tracking:

• Website Conversions: Ensure Meta Pixel is installed on your website and select the conversion event you want to track (e.g., purchase, add to cart).

• Messaging Apps: Choose the messaging platform (Messenger, Instagram, WhatsApp) and set up automated responses to guide users toward completing a conversion.

6. Create Your Ad:

• Select your preferred ad format (single image/video or carousel).

• Upload your creative assets, and write engaging ad copy.

• Include a clear Call-to-Action (e.g., Shop Now, Sign Up, Get Offer).

7. Set Your Budget:

• Choose between a Daily Budget or Lifetime Budget, depending on your campaign needs and goals.

8. Define Your Audience:

• Custom Audiences: Retarget users who have previously engaged with your business.

• Lookalike Audiences: Reach new users similar to your best customers.

• Interest-Based Targeting: Target users based on their interests, behaviors, and demographics.

9. Review and Launch:

• Review your campaign settings, including the audience, budget, and creatives.

• Once everything is in place, click Publish to launch your campaign.

10. Monitor Campaign Performance:

• Use Meta Pixel to track conversions on your website and monitor your campaign’s performance through Ad Manager.

• Adjust your budget, creatives, or audience as needed to optimize your campaign.

Pro Tips:

• Optimizing for Mobile:
  Since a large portion of Meta Ads traffic comes from mobile devices, make sure both your website and messaging app are mobile-optimized for better user experience and higher conversion rates.

• Leverage Retargeting:
  Use retargeting to reach users who have already interacted with your website or messaging app. This helps increase the likelihood of conversions by targeting warmer leads.

• Test Different Creatives:
  Test multiple ad formats and creatives to see which ones resonate best with your audience, improving your overall campaign performance.

Troubleshooting Tips

1. Website conversions are not being tracked.
   
   

   • Check Meta Pixel installation: Confirm that the Meta Pixel is installed correctly and firing on your website. Use the Pixel Helper Chrome extension to verify the Pixel’s functionality.

   • Review Pixel settings: Ensure that the Pixel is set up to track specific conversion actions such as purchases or adding items to the cart.

   • Verify URL settings: Make sure the Pixel is correctly linked to the pages where conversions are happening.

2. Messaging App conversions aren’t being tracked.
   
   

   • Ensure messaging is enabled: Check that messaging apps (Messenger, Instagram Direct, or WhatsApp) are properly configured within your Meta Ads account and linked to your business.

   • Test interaction tracking: Interact with your messaging app through an ad to ensure that the conversion event is being tracked in your Meta Ads Manager.

3. Campaign not delivering as expected.
   
   

   • Adjust your budget: If the budget is too low, it may affect campaign delivery. Consider increasing the budget to give the system more room to optimize.

   • Review audience targeting: Ensure that your audience settings are broad enough to generate conversions. Overly narrow targeting can limit delivery.

   • Evaluate ad creatives: Ads that lack engagement or are too similar may underperform. Try testing various creatives to determine which resonates best with your audience.

4. How to fix low conversion rates?
   
   

   • Optimize your landing page: Make sure your website or landing page is designed to convert visitors, featuring a clear call to action and fast loading times.

   • Refine audience targeting: Review your audience performance and make adjustments to target the users most likely to convert.

   • Enhance ad creatives: Regularly update your ads and experiment with new formats to keep your campaigns fresh and engaging.

FAQs

What is the Sales Objective?
The Sales objective is designed to drive conversions by focusing on direct sales. You can either direct traffic to your website for purchases or guide users to messaging apps where they can complete a transaction or engage with your business.

What conversion locations are supported for the Sales objective?
Currently, the Sales objective supports conversions on Websites and Messaging Apps (such as Messenger and WhatsApp).

How do I track conversions on my website?
To track website conversions, you need to have the Meta Pixel installed on your website. This will allow you to monitor actions such as purchases, add-to-cart events, and other relevant conversion activities.

Can I use both Website and Messaging Apps for the same campaign?
No, you must select one conversion location per campaign. If you wish to track both types of conversions, you will need to create separate campaigns—one for the website and another for the messaging app.

Do I need to install any code to track conversions via Messaging Apps?
No additional code is required for tracking conversions via messaging apps. However, make sure your messaging app is configured to track user interactions.

Can I target users who have interacted with my business before?
Yes, using Custom Audiences, you can target users who have previously interacted with your business, such as those who visited your website or engaged with your messaging app.