I’m not sure why Meta does this. Meta has once again applied an arbitrary rule to when a feature is available…

Sales Campaigns and Conversion Events

Back in February, Meta made it so that you can select conversion events other than purchase when creating Advantage+ Shopping Campaigns. This was eventually applied to manual campaigns, too.

This was a big deal because there are advantages that are unique to Sales campaigns. Due to this update, you can optimize for a registration and take advantage of breakdowns by audience segments.

The Exceptions

But, somehow I missed that there is a small handful of exceptions regarding the conversion events that are eligible.

The following events are only available for either the Leads or Engagement objectives, if not both:

• Contact (Leads or Engagement)
• Customize Product (Engagement)
• Find Location (Leads or Engagement)
• Lead (Leads)
• Schedule (Leads or Engagement)
• Submit Application (Leads or Engagement)

Why?

While it may be reasonable to use Lead for the Leads objective, you’re allowed to use the Sales objective for View Content or Complete Registration. You can also use it for any custom event.

If you’re going to open up Sales campaigns to other events that don’t need to be value-based, just open it up for all events. Otherwise, the exceptions appear arbitrary.

Another way to fix this would be to allow advertisers to apply audience segment reporting to any objective. This would eliminate the advantage of using Sales campaigns when the goal is something like a lead.

This just feels like a silly way to make things more complicated than they need to be. And, of course, that’s something we’ve come to expect.

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