The Sales objective in Meta Ads is designed to drive conversions on both your website and messaging apps. This feature empowers you to optimize your ad campaigns by choosing the most effective conversion location on your website or via Facebook Messenger, Instagram Direct, or WhatsApp. In this guide, we’ll walk you through setting up your Sales objective campaign, provide answers to frequently asked questions, and offer troubleshooting tips to ensure your campaigns deliver results.

Best Practices for Maximizing Sales

Before we begin, here are some tips to bear in mind so you can maximize your campaign outcomes:

• Use high-quality creatives to boost engagement.
• Retarget visitors or engaged users to drive conversions.
• Optimize your campaign for mobile as most Meta Ads traffic comes from mobile devices.
• Test and iterate to continuously improve campaign performance.

How to Set Up a Sales Objective Campaign

Now that you understand what an Ad Manager sales campaign is and have implemented the best practices, let's get into how you can set up a sales objective campaign.

Access Ad Manager

Begin by heading to your account's Marketing > Ad Manager section and click the “+ Create Campaign” button to initiate the process.

Choose a Facebook Page & Instagram Account

Select your business's Facebook page and associated Instagram account (if applicable).

📌Note: Instagram messaging won’t be eligible for direct ads without a connected Instagram account.

Select the Ad Objective

Next, choose “Sales” as your campaign objective.

You will then be prompted to select a Conversion Location. 

Choosing “Website” allows you to track purchases, sign-ups, or other actions; while the “Messaging Apps” (Messenger, Instagram Direct, or WhatsApp) option encourages direct interactions.

Set Up Conversion Tracking

If you have chosen the website option, ensure the Meta Pixel is installed, and select your conversion event (e.g., Purchase, Add to Cart).

Otherwise, choose your app(s) and set up automated responses to guide users to conversion.

Create Your Ad

After completing the steps above, select an ad format (Single Image/Video or Carousel) and upload creative assets, including a compelling Call-to-Action (CTA).

Set Your Budget

Proceed to the next step to configure your budget and audience controls. 

First, choose between a Daily or Lifetime Budget based on your campaign goals.

Define Your Audience

Then, specify the geographic locations where ads from this campaign should be shown. 

Use Custom, Lookalike, or Interest-Based targeting to further refine your audience.

Review & Publish

After completing each section of your campaign setup, proceed to the Review and Publish section to review all your settings. Ensure everything aligns with your goals, and when you're confident that everything is in place, click Publish to launch your campaign.

Once your campaign is live, monitor your conversions through Meta Pixel and evaluate performance in Ad Manager. Use the insights gathered to refine and optimize your campaign by adjusting your budget, creatives, or audience targeting as needed.

Q: How do I track conversions on my website?

• Install Meta Pixel to track events like purchases or add-to-cart actions.

Q: Can I use both Website and Messaging Apps in one campaign?

• No, you must choose one conversion location per campaign. 

Q: Do I need extra code for Messaging Apps?

• No, but ensure messaging apps are set up correctly to track interactions.

Troubleshooting Tips

Website Conversions Not Tracking

• Ensure Meta Pixel is installed correctly and firing on the right pages. Use the Pixel Helper tool to verify.

Messaging App Conversions Not Tracking

• Confirm messaging apps are set up and linked to your business account.

Campaign Not Delivering

• Adjust your budget, refine your audience targeting, or test new creatives.

Low Conversion Rates

• Optimize your landing page, refine targeting, and refresh ad creatives.