Breaking Down Campaign Objectives

Quora offers five campaign objectives to help you reach your business goals.

The objective you set is what you want people to do after they see your ad. For example, if you want to drive traffic to your website, we suggest selecting “Traffic” as your campaign objective.

Please review the following for a breakdown of each objective and when we recommend using them.

Conversions: If you installed the Quora Pixel to measure conversions on your website, select Conversions as your campaign objective. Your dashboard will automatically display columns for the number of clickthrough and viewthrough conversions generated by your campaign.

App Installs: If you are integrated with one of our mobile measurement partners (MMPs), select App Installs as your objective to measure the installs generated by your campaign.

Traffic: Select Traffic as your objective if you want users to visit your website.

Awareness: Choose Awareness if you are promoting an answer or care most about generating impressions.

Lead Generation: Choose Lead Generation as your objective if you want to acquire leads using Quora's native Lead Gen Forms. Additional information can be found in our Overview of Lead Gen Forms.

Please note, the objective you choose will not impact ad delivery. However, it determines what metrics appear on your ad and ad set dashboards.