Facebook ads are designed around three broad categories of objectives to align with different stages of the marketing funnel: Awareness, Consideration, and Conversion. Awareness objectives are meant to generate interest in your product or service; they include Brand Awareness, which increases familiarity with your brand, and Reach, which maximizes the number of people who see your ad. Consideration objectives aim to get people to start thinking about your business and look for more information; they cover Traffic (to drive people to a destination such as a website), Engagement (to increase likes, shares, comments, or event responses), App Installs, Video Views, Lead Generation (to collect leads for your business), and Messages (to encourage conversations through Facebook Messenger). Conversion objectives are designed to encourage people interested in your business to purchase or use your product or service; they include Conversions (to encourage actions on your website, app, or in Messenger), Catalog Sales (to connect your Facebook ads to your product catalog), and Store Traffic (to drive visits to physical stores). Each objective supports different ad formats and targeting options to help you achieve your specific marketing goals.