This is a guide for transferring Standard campaigns. If you want need a similar guide for Automated campaigns there is a separate article.
The first thing to remember: Meta is stopping the delivery of all campaigns with old objectives during 2024.
It doesn't matter if they were made through Hunch or directly on Ads Manager. You need to end your campaigns with old objectives as soon as possible, and create new ones with ODAX objectives instead.
The second thing to remember: there is no real transfer, you have to turn off your old campaign and create a new one. The delivery must stop, and the learning cannot be saved.
This guide will help you decide what kind of setup to make so that you get the most similar campaign to the old one and explain how to do it in the easiest possible way.
Objective Mapping
First, let's look at how Meta maps its objectives:
Then, let's exclude objectives that are not supported in Hunch:
** App Promotion objective will be supported during February 2024.
As you can see, the only unsupported cases here are the ones that are leading outside of Video Views and Conversions campaigns into ODAX Engagement .
Let's now go quickly over each case.
My old campaign objective is Product Catalog Sales
This one is easy: Just choose the Sales objective and select the catalog on campaign level.
Make sure you do both, because if you do not select the catalog on campaign level, then you will end up in a Conversions flow.
The rest is similar as before.
My old campaign objective is Conversions
In Hunch, this one can be replaced with a Sales or Leads campaign.
How do you know which one to choose?
Go to your ad set and check what is the currently selected conversion event inside your old campaign.
Based on that, check the tables on this page and see which objective does your conversion event belong to. This is the objective that you should choose.
Keep in mind: the conversion events that are mapping into ODAX Engagement are not supported, as Hunch currently does not support Engagement objective.
What could be interesting to you is that this objective has Advantage+ setup (also known as Advantage+ Shopping Campaigns).
My old campaign objective is Traffic
You are lucky - this one is straight forward. Old Traffic is replaced by new Traffic and that's all there is to it.
My old campaign objective is Reach
Reach objective campaign now should be created as Awareness campaign.
The only additional thing you should do is set up your performance goal as “Maximise number of impressions” or “Maximise daily unique reach”.
My old campaign objective is Brand Awareness
Old Brand Awareness objective campaign now should be created as Awareness campaign.
The only additional thing you should do is set up your performance goal as “Maximise ad recall lift”.
My old campaign objective is Lead Generation
Old Lead Generation objective campaign now should be created as Leads campaign.
The only additional thing you should do is set up conversion location as "Instant forms".
My old campaign objective is Video Views
Old Video Views objective campaign now should be created as Awareness campaign.
First, check the Optimization Goal inside your existing campaign. This will become your performance goal in the new one.
When you create a new Awareness campaign, you should set up your performance goal as “Maximise 2-second continuous video views” or “Maximise ThruPlay video views”.
Keep in mind: The missing performance goal “Maximise 10-second continuous video views” is now part of Engagement objective, and as such not at the moment supported in Hunch.
My old campaign objective is App Installs
App Promotion objective will be supported during February 2024.
This one is easy, too. It has a direct replacement - App Promotion objective.
Mind you, this objective also has the Advantage+ setup for Standard campaigns (not for Automated), so check if you could maybe get better performance out of that one.