Question

Which campaign objective is best if you want to collect emails before a brand launch? We have a landing page where visitors can add their email.

Should we choose "Leads" or "Traffic" and send them to our landing page?

Answer 1

If your goal is to collect emails through a landing page before your brand launch, the best campaign objective is Leads, but specifically using the “Conversions” option within the Leads objective, not the instant form option.

- Leads (Conversions on Website): This tells Meta to optimize for users most likely to complete a lead action (in this case, submitting their email on your site). It uses your Meta Pixel to track conversions and improve performance over time.

- Traffic: This only sends users who are likely to click—not necessarily convert. You'll get more visits, but not always quality email signups.

Make sure your Meta Pixel is installed and tracking your “lead” event (email submission). This will help Meta optimize the campaign toward users most likely to convert, not just visit.