Brand Awareness
Maximize ad recall
- Optimizes for
- Lift
- Best for
- New brand launches
One objective. One outcome.
Pick the right Lit Adx campaign type and our AI optimizes every auction toward that exact goal — no guesswork.
Awareness & Reach
Reach
Max unique impressions
- Optimizes for
- Unique users
- Best for
- Product announcements
Video Views
Watch time & completion
- Optimizes for
- 3s / 15s / 100% views
- Best for
- Storytelling
Engagement
Engagement
Likes, comments, shares
- Optimizes for
- Engagement rate
- Best for
- Community building
Messages
DM replies & starts
- Optimizes for
- Conversations
- Best for
- Customer support & sales
Page Follows
Grow your audience
- Optimizes for
- New followers
- Best for
- Creators & brands
Traffic & Conversions
Traffic
Drive to your site or app
- Optimizes for
- Link clicks
- Best for
- Blog / landing pages
- Highest ROAS
Conversions
Optimize for purchase or signup
- Optimizes for
- Conversion events
- Best for
- E-commerce & SaaS
Lead Generation
Capture lead info in-app
- Optimizes for
- Leads
- Best for
- B2B, real estate, education
App & Commerce
App Installs
Drive app downloads
- Optimizes for
- Installs & activations
- Best for
- Mobile apps & games
App Events
Post-install actions
- Optimizes for
- In-app events
- Best for
- Games, fintech, subscriptions
Catalog Sales
Dynamic product ads
- Optimizes for
- Purchases
- Best for
- E-commerce with 50+ SKUs
Benchmarks at a glance
| Objective | Avg. CPA | Avg. ROAS | Learning Time | Best For |
|---|---|---|---|---|
| Conversions | $3.80 | 4.2× | 7 days | Sales |
| App Installs | $1.90 | — | 5 days | Mobile apps |
| Lead Generation | $6.40 | — | 10 days | B2B |
| Traffic | $0.42 CPC | — | 3 days | Content & SEO |
| Video Views | $0.03 CPV | — | 2 days | Storytelling |
| Catalog Sales | $2.80 | 6.1× | 7 days | Retail / DTC |
Type FAQ
Which objective for sales?
For e-commerce sales, use CONVERSIONS with a Purchase event configured. For high-volume retail with a catalog, CATALOG_SALES is even more efficient.
Reach vs Awareness?
REACH optimizes for unique users seeing your ad. AWARENESS optimizes for ad recall. Use Awareness for branding, Reach for maximum coverage at lowest cost.
Can I change objective after launch?
No — the AI is trained for a specific outcome. Create a new campaign with the new objective instead.
Which objective has lowest CPA?
CONVERSIONS consistently delivers the lowest CPA when paired with the Lit Adx Pixel. Typically 30–40% lower than Traffic for the same audience.
Pick your objective
Launch in under 10 minutes — no long forms, no sales calls.