Campaign Objective

The campaign objective is the outcome you tell Reddit to optimize for, chosen at the campaign level before anything else.

You pick it first, and it decides which action Reddit's delivery system chases and how you get billed. Pick brand awareness and it buys impressions. Pick traffic and it finds people likely to click. Pick conversions and it looks for people likely to act on your site. The objective also limits which ad formats and bid options you see in the steps after it.

Say your goal is trial signups for a software product. If you choose brand awareness because it looks cheap, Reddit shows your ad to people who will never click, and your cost per signup climbs. Switch the campaign to conversions and delivery shifts toward people who tend to complete forms, and the same budget starts producing trials.

Pick the objective that matches the business outcome, not the cheapest number. A low cost per impression means nothing if none of those impressions become customers. Optimize for what you actually want.

Tell the machine the real goal. It listens.