Relax. We're at the final stage of the marketing funnel.

We know the consideration stage can be heavy going. The 12 consideration objectives Facebook and Snapchat offer is testament to that. We covered this last week if you want to catch up...

But all that hard work to raise awareness, to intrigue, to educate? It's so you can make it here. To the conversion stage.

Conversion Objectives

This is where you get those hard earned leads to convert into paying customers.

Now you can be a little more urgent, a little more pushy. You've cast your line, wiggled the bait -  it's time to reel in those on the hook.

What consideration objectives do Facebook and Snapchat offer?

Facebook offers 3 objectives under the consideration stage, with Snapchat offering 2.

Jump to the objectives you're interested in by clicking on the objective below

Facebook

Snapchat

As with the other two stages, the offerings are relatively similar - with an extra option from big blue. Let's take a look and compare...

Conversion Objectives

Facebook's Conversion Objective

Facebook's conversion objective focuses on driving valuable action, as defined by you.

When would you use the conversion objective in Facebook?

You have three options for where your conversion event can take place:

  • Website
  • App
  • Messenger

This is where you focus on getting your hot prospects to take the action you want them to take. Basic examples for B2C would be making a purchase or B2B opening up a conversation.

On your website, you could use this objective to encourage purchases, add to carts or visits to a particular page. For an app, you might use the objective to drive sales, booking or usage. In Messenger, you can this objective to engage prospects in conversion with your business.

For the website and messenger options you will need the Facebook pixel installed. For the app option you will need to have registered your app with the Facebook developer’s site.

Without one of these? You can't run a conversion campaign.

N.B. Facebook recommends that you should wait until you've built up at least 500 pixel events on your website within that last month before using conversion optimisation. Find out more here.

How are you charged for conversion campaigns in Facebook?

  • Impressions (the number of times your ads are served)
  • Link  (every time a user clicks your link - only available using link click optimisation)

What optimisation is available for conversion campaigns in Facebook?

Website conversions:

  • Conversions (Facebook will deliver ads to help get the most website conversions)
  • Landing page views (Facebook will optimise in order to deliver ads to people most likely to click your ad and load your landing page - Facebook pixel required)
  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

App conversions:

  • App events (Facebook will deliver ads to people most likely to take a specific action at least once)
  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

Messenger conversions:

  • Conversions (Facebook will deliver ads to help get the most website conversions)
  • Replies (Facebook will deliver ads to the people who are most likely to have a conversation with your business via messenger)
  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)
  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

What ad placements are available for conversion campaigns in Facebook?

What ad formats are available for conversion campaigns in Facebook?

  • Photo
  • Video
  • Story
  • Carousel
  • Slideshow
  • Collection

Snapchat's Website Conversions Objective

This is all about driving specific actions of value on your website.

When would you use the website conversions objective in Snapchat?

Just like Facebook's offering - but website only - this is about you defining what's important.

You'd use this objective to target red-hot audiences, those that are demonstrating clear interest and intent. AKA, those ready to convert. You'll be aiming to drive actions such as purchases, sign ups or add to carts.

As with Facebook - you'll need the Snapchat Pixel for this objective.

How are you charged for website conversion campaigns in Snapchat?

  • Impressions

What optimisation is available for website conversion campaigns in Snapchat?

Story Ad

  • Story Opens (optimizes towards Snapchatters who are most likely to tap and open your Story Ad in Discover Feed)

Snap Ad or Collection Ad

  • Swipe Up (optimizes towards Snapchatters who are most likely to swipe up on your ad)
  • Pixel Purchase* (optimizes towards Snapchatters most likely to complete a purchase on your website)
  • Pixel Sign Up* (optimizes towards Snapchatters most likely to complete a sign up on your website)
  • Pixel Add to Cart* (optimizes towards Snapchatters most likely to add an item to their cart on your website)
  • Page View* (optimizes towards Snapchatters most likely to browse pages on your website via Snap Pixel)

*To access these optimisation options, you need to have achieved enough 'pixel events'. This is where the pixel has been able to track enough of these events on your site, to optimise towards them. Find out more here.

What ad placements are available for website conversion campaigns in Snapchat?

All placements except Camera, depending on ad format.

What ad formats are available for website conversion campaigns in Snapchat?

  • Story Ads
  • Snap Ads
  • Collection Ads

Facebook vs. Snapchat - Conversion Objective Summary

If you're using the Facebook/Snapchat pixel and looking to drive specific action, this is the goal for you*.

There are plenty of conversion events to choose from across both platforms - enough to please both B2B and B2C advertisers. So whether you want to encourage people to buy, view a particular page or sign up to your site/mailing list? These are the goals to be using.

Both platforms are capable of delivering the goods on your website.

When it comes to driving action on your app however? You can't do this in Snapchat (yet). This will be a definite blow to app advertisers. Especially considering the great app objectives Snapchat offers at the consideration stage.

We know already that there's no messaging capability with Snapchat for Business. If you want to drive conversations with your business within one of the social networks? Facebook is your destination.

*Remember
You'll need to be achieving enough of your desired event already. The pixel will need enough events to be able to learn and optimise towards achieving more of them.

If you're not achieving enough of these events, you're not ready to be using pixel-driven objectives. Work on building and improving your awareness and consideration content - then drive those conversions!

Catalogue Objectives

Facebook's Catalogue Sales Objective

The catalogue sales objective is about driving traffic to particular products.

When would you use the catalogue sales objective in Facebook?

This wouldn’t be the go to conversion objective for intangible service offerings - or B2B marketing.

Being a catalogue, this campaign objective obviously works well for B2C marketers. Those with a variety of products to stock and sell.

You'll need the Facebook Pixel for this objective - and a Product Catalogue, naturally.

This is perhaps the most commonly used option for remarketing ads, when using the Facebook pixel on your website.

You can retarget people who view particular products on your website or add them to cart. You can also cross-sell or up-sell based on products they have purchased.

Smart eh?

You aren't restricted to re-targeting either. You can also choose to target prospective customers with relevant products.

How are you charged for your catalogue sales campaigns in Facebook?

  • Link clicks (every time a user clicks your link - only available using link click optimisation)
  • Impressions (the number of times your ads are served)

What optimisation is available for catalogue sales campaigns in Facebook?

  • Conversion events (Facebook will deliver ads to people who are more likely to take action when they see a product from your catalogue)
  • Link clicks (Facebook will optimise to get you the most link clicks to your destination at the lowest cost)
  • Impressions (Facebook will serve your ads to as many people as many times as possible, with no cap on frequency)

What ad placements are available for catalogue sales campaigns in Facebook?

What ad formats are available for catalogue sales campaigns in Facebook?

  • Photo
  • Carousel
  • Collection

Snapchat's Catalog Sales Objective

This is all about encouraging purchases of particular, targeted products through your catalogue.

When would you use the catalog sales objective in Snapchat?

As with Facebook's offering, you'd use this if you have a catalogue of products to sell. You'd avoid if you're a B2B marketer and/or selling an intangible product or service.

Unlike Facebook, you're not required to have the Snapchat Pixel to use this objective. But it would be a waste of time not to... You'll need enough pixel events to be able to use the optimisation events worth using - e.g. pixel purchase.

You can target particular audiences with relevant products, based on your own data. E.g. targeting proven saved audiences, Snap Audience Match or Lookalike audiences.

Or, you can utilise pixel data with Snap Engagement Audiences. This is Snapchat's answer to retargeting, sort of. It's not explicit retargeting a la Facebook, but it's essentially the same thing. You can target users who have taken action worth pursuing, e.g. added an item to cart but not purchased.

How are you charged for catalog sales campaigns in Snapchat?

  • Impressions

What optimisation is available for catalog sales campaigns in Snapchat?

Story Ads

  • Story Opens (optimizes towards Snapchatters who are most likely to tap and open your Story Ad in Discover Feed)

Snap Ads and Collection Ads

  • Swipe Up (optimizes towards Snapchatters who are most likely to swipe up on your ad)
  • Pixel Purchase* (optimizes towards Snapchatters most likely to complete a purchase on your website)

*To access this optimisation option, you need to have achieved enough 'pixel events'. This is where the pixel has been able to track enough of these events on your site, to optimise towards them. Find out more here.

What ad placements are available for catalog sales campaigns in Snapchat?

All placements except Camera, depending on ad format.

What ad formats are available for catalog sales campaigns in Snapchat?

  • Story Ads
  • Snap Ads
  • Collection Ads

Facebook vs. Snapchat - Catalog(ue) Sales Objectives Summary

Well, this one is hard to call. Both objectives are of course identical, aside from their spelling. Either platform provides what you need to achieve your goal.

The only real differences here are ad formats and optimisation. It's worth testing to see what creatives and optimisation goals get you the best results.

Store Traffic Objectives

Facebook's Store Traffic Objective

The store visits objective is only relevant to organisations with physical stores. If this applies to you, you’ll need to ensure that you have your Facebook Locations set up in Business Manager.

When would you use the store visits objective in Facebook?

This one great for targeting people that live near one of your store locations. And of course have already shown strong intent, or who have purchased from you before.

e.g. you could create a custom audience of all the people who have purchased before from a particular store - and live nearby.

You can then use the store visits objective to run an offer that they can redeem in store for a specific period. e.g. over a particular weekend - to help drive footfall during that time.

How are you charged for store traffic campaigns in Facebook?

  • Impressions (the number of times your ads are served)

What optimisation is available for store traffic campaigns in Facebook?

  • Daily unique reach (Facebook will serve your ad to as many people as possible but no more than once per day to the same individual)

The below optimisation is in testing at the moment so is only available for a limited number of advertisers. It will likely be greyed out in your options:

  • Store Visit optimisation (Facebook will deliver ads to people most likely to visit your business location)

What ad placements are available for store traffic campaigns in Facebook?

What ad formats are available for store traffic campaigns in Facebook?

  • Photo
  • Video
  • Carousel
  • Collection
  • Slideshow

Facebook vs. Snapchat - Store Traffic Objectives Summary

We can end with a nice a simple one, Snapchat doesn't offer this - so Facebook is your only option!

Perfect for brick and mortar stores striving towards that digital/in-store balance.

Summary

The conversion stage offerings are small in number, and for good reason.

This is the end of your funnel, or the re-birth of your marketing orbit... depending on how traditional or buzzwordy you're feeling. It's your focus point. You should know your end goal, and everything you have done so far should be in support of achieving it.

So long as you've achieved success in your awareness and consideration stages, this should be the easy part.

Put that pixel and custom data to use, focus your efforts on those who are actually ready to convert. Your reward? Lower costs and better conversion rates. These are not the objectives to be using if you haven't done the legwork, you can't magic sales up out of thin air.*

*Unless you're the team behind Fyre Festival - but that did not end well...

Looking to drive conversions on your website or via catalogue sales?

Facebook and Snapchat are both equally excellent options.

If you're looking to drive conversations, in-app actions or physical traffic?

Facebook's the way to go.

That's your wrap up of all of Facebook and Snapchat's available campaign objectives. Whew, you made it!

Now go and nail every stage of the funnel by filtering out bad ads and scaling the good. Get your free 7 day TrustAds trial here!

References:

  1. Facebook Business - Facebook locations
  2. Facebook Business - Store reporting and optimisation
  3. Facebook for Business - Ads guide
  4. Snapchat for Business - Campaign objectives
  5. Snapchat for Business - Goal based bidding
  6. Snapchat - Ads Manager
  7. Facebook - Ads Manager

Further Reading:

  1. The definitive guide to Facebook's ad objectives
  2. Snapchat Ads vs. Facebook Ads: Awareness objectives
  3. Snapchat Ads vs. Facebook Ads: Consideration objectives
  4. Snapchat Ads vs. Facebook Ads: Ad formats
  5. Snapchat Ads vs. Facebook Ads: Ad placements