When you advertise a Page, app or event, you’ll be asked “What would you like to do?” after you enter your destination. The answer to this question is the goal of your ad and the choices you have depends on what you’re advertising. The objective you selected for your ad. Your objective reflects what you want to achieve with ads. Objectives include clicks to website, website conversions, page post engagement, page likes, app installs, app engagement, offer claims, local awareness, event responses, video views and lead generation.
/ CM Tooltip Glossary Pro / Objective