Choosing the right campaign objective is crucial to achieving your desired results. This guide will walk you through each objective, helping you identify which best aligns with your campaign goals. Within your campaign, each ad set will layer on additional targeting like frequency goals, geo-targeting like cities or postal codes, look-a-like audiences using data from your website’s pixel, and more. The campaign type is the primary goal of your campaign - it’s the #1 priority within that group of ad sets. Selecting the right campaign objective ensures your budget is effectively spent towards your desired outcome.
Campaign Objectives Explained
Reach
Goal: Maximize the exposure of your brand or product to a broad audience.
KPI: Number of devices/people reached
Supported channels: Available on Web, Connected TV, Mobile, and Audio
Best if your goal is:
Brand awareness campaigns. Increasing general market presence without a direct engagement or action.
How it Works: The platform will bid to reach the maximum number of unique users at your desired frequency while ensuring the full budget is spent.
Best Practices: When building ad sets for this campaign, select ‘All’ Cookie Types options for the largest scale in the Targeting section.
This objective type does not require pixel placement (though it is highly recommended for the best performance).
You may be interested in these compatible Quantcast products: Brand Lift Live, Click Boost, Campaign Budget Optimization (CBO, daily spend required), Campaign Level Frequency Cap, and ad set level frequency target.
Video Views
Goal: Drive maximum completed views of your video content.
KPI: Cost per completed view (CPCV)
Supported channels: Available on Web
Best if your goal is:
Promoting video content.
Introducing a new product with an engaging story.
How it Works: The platform bids to maximize completed views and achieve your viewability goal, utilizing the full budget.
Best Practices: Creative lengths of 15 seconds and 30 seconds will maximize the inventory available for video creatives.
This objective type does not require pixel placement (though it is highly recommended for the best performance).
You may be interested in these compatible Quantcast products: Brand Lift Live, Click Boost, Campaign Level Frequency Cap
Clicks
Goal: Generate as many clicks as possible.
KPI: Cost per click (CPC), Click-through rate (CTR)
Supported channels: Available on Web, and Mobile
Best if your goal is:
Measuring ad engagement through click metrics.
Driving clicks to a landing page with or without a pixel.
How it Works: Bids are set to maximize the number of clicks, ensuring the full budget is spent.
Best Practices: Creative should have a Call to Action (CTA) to help inspire clicks. When targeting clicks, you may notice an increase in CPMs and IVT (Invalid Traffic).
This objective type does not require pixel placement (though it is highly recommended for the best performance).
You may be interested in these compatible Quantcast products: Campaign Level Frequency Cap
Traffic
Goal: Maximize the number of visitors to specific pages of your website.
KPI: Cost per site visit (CPSV)
Supported channels: Available on Web, Connected TV, and Mobile
Best if your goal is:
Driving traffic to a website, landing page, or specific offer.
Initiating user interest and engagement with your website content.
How it Works: The platform bids to bring users to your website, ensuring the budget is fully used to drive traffic.
Best Practices: Select a conversion event that satisfies your desired outcome.
You may be interested in these compatible Quantcast products: Brand Lift Live, Click Boost, Campaign Budget Optimization (CBO, daily spend required)
Conversions
Goal: Achieve the lowest possible cost per conversion. Conversions could be the confirmation page of a sale or ticket purchase.
KPI: Cost per acquisition (CPA), Return on ad spend (ROAS)
Supported channels: Available on Web, Connected TV, and Mobile
Best if your goal is:
Campaigns where the ultimate goal is to drive a specific action, like a purchase or sign-up.
Optimizing for ROI by minimizing conversion costs.
How it Works: The platform focuses on lowering the cost per conversion and spending the full budget to reach this goal.
Best Practices: To drive sales, select a conversion event like a purchase confirmation page.
Requires pixel placement.
You may be interested in these compatible Quantcast products: Brand Lift Live, Click Boost, Campaign Budget Optimization (CBO, daily spend required), Campaign Level Frequency Cap.
App Promotion
Goal: Drive app installs or engagement within an app at the lowest possible cost per conversion.
KPI: Cost per download
Learn more about the App Promotion campaign setup.
Supported channels: Available on Mobile
Best if your goal is:
Promoting mobile apps to increase user acquisition.
Encouraging existing users to take a specific in-app action.
How it Works: Bidding is set to maximize app installs or actions at the lowest conversion cost, with full budget utilization.
Best Practices: Check out this article for in-app best practices
Requires connection to an MMP.
You may be interested in these compatible Quantcast products: Click Boost
Matching Your Campaign Goal to an Objective
For Brand Awareness: Choose Reach or Video Views to increase recognition, especially with high-frequency viewing.
For Engagement: Select Clicks or Traffic if you aim to drive users to interact with your content or website.
For Direct Action: Opt for Conversions or App Promotion if your goal is a specific, measurable outcome such as a sale, ticket sale, or app install.
Selecting the right campaign objective ensures your budget is effectively spent towards your desired outcome. With this guide, you should be able to match your campaign goals to the right objective, maximizing your campaign’s performance and success. Once you’ve decided which Campaign Objective to use, check out Creating a New Campaign to learn how to set up your campaign.