In brief
For an engagement objective, the destination says where the person acts: on the ad, in a messaging conversation or on a profile.
Why it matters
The choice changes the result Meta tries to get, and so the cost. A conversation is more engaging than a simple like, but it requires a quick reply.
The main settings
- On your ad: reactions, comments, shares.
- Messaging: Messenger, Instagram or WhatsApp. Automatic destination picks the app where the person is most active.
- Call-back requests and calls: offered depending on the destination chosen.
A concrete example
A hair salon wants to receive appointment requests. It chooses a messaging destination: people write directly and the salon replies with its availability. A simple like would bring it no appointments.
Pitfalls to avoid
- Choosing messaging without being able to reply quickly.
- Measuring likes when the real goal is to receive messages.
- Leaving a conversation unanswered: the person turns away from the brand.
Key takeaways
- The destination must match the real goal.
- A quick reply improves the experience and what follows in the conversation.
- Plan who answers the messages, and how fast, before launching the campaign.
Practice in TRIALO
Create an engagement campaign, choose messaging and then the ad as the destination, and compare the cost per result.