In 2025, the closest replacement for the original "Messages" campaign objective is the Leads or Sales campaign, depending on how you want the conversation to begin.
For sales via Messenger, you'll want to use the Sales objective with the “Start Conversations” conversion location, selecting Messenger as your destination. This setup is designed to generate real-time conversations that can convert into purchases, much like the original Messages campaign format.
Best setup for Messenger-based sales (Clothing):
- Campaign Objective: Sales
- Conversion Location: Messaging Apps → Messenger
- Optimization Event: Start Conversations or Leads (if tracking pre-sales)
- Ad Format: Click-to-Message ads with product visuals and clear CTAs
- Targeting: Broad interest or warm retargeting based on catalog or website visits
Make sure your Welcome Message, automated replies, or live agent setup is optimized to quickly move users from interest to purchase—especially in clothing, where sizing and style questions often come up.
