How to choose the right objective
Last updated, May 2024

Your advertising objective is a goal that you want to set and meet, so you can help grow your business and engage your audience. You can choose objectives from three categories in your TikTok Ads Manager account:

  • Awareness: Grow awareness about your business or product, and reach people who are most likely to view your ad and remember it.

  • Consideration: Get people to think about your business and seek more information.

  • Conversion: Encourage people to perform an action, such as buying your product or installing your app.

Each category contains its own objectives. Choose the objective that aligns with your goals.


  • Reach: Show your ad to the maximum number of people.


  • Traffic: Send more people to a destination on your website or app.

  • Video views: Get more views and engagement for your video ads from an audience most likely to pay attention.

  • Community interaction: Get more followers, profile visits, page visits or promote your livestream.

  • Branded Mission: Get more engagements through collaborative solutions.


  • App promotion: Get more people to install and take desired actions in your app cost effectively.

  • Lead generation: Collect leads for your business.

  • Website conversions: Drive valuable actions on your website.

  • Product sales: Sell products from your TikTok Shop, website, and app.