Your campaign goal tells Roku Ads Manager your main objective and helps you achieve your desired outcomes. Roku Ads Manager optimizes ad delivery by deciding how and where your ads are shown, prioritizing audiences more likely to take action and improving efficiency.
Choosing your campaign goal
When creating a new campaign you will be prompted to select from a pre-determined list of optimization goals. There are 3 ad objectives to choose from:
If Awareness is your goal, no event is required. If Consideration or Conversion is your goal, you'll select the event you want to drive viewers to.
Awareness
Select this objective if you want to increase awareness of your brand’s message by maximizing the number of people that see your creative. This objective will open a reach-based optimization under the goal section.
Consideration and Conversion
Select either objective if you want to drive people to your website and/or drive specific actions on your website. This objective requires an Event to be set-up, and will open conversion-based optimizations goals like page views or purchases.
Next, you'll choose your optimization goal
Selecting the optimization goal tells Roku Ads Manager what to automatically optimize your campaign towards.
Awareness objectives will default to Reach. Roku will automatically optimize your campaign to maximize reach by putting your ad in front of the most net-new people within your audience and geographic targeting parameters.
Consideration and Conversion objectives require event tracking. This can be achieved either with a JavaScript pixel installed on your website, using the Conversions API, or the Shopify integration. Select the most important conversion action from the list. Roku will automatically optimize your campaign to maximize this specific action (like page views, sign-ups, or purchases). You won't be able to publish your campaign until we detect activity on the event we're optimizing towards.
Optimization Goals, Conversion Campaigns: Only six of the 20+ events can be used for an optimization goal on your conversion campaign: Page Views, Sign-ups, Leads, Purchases, App installs and Subscriptions.
All other install events will be reportable but cannot be selected for your conversion campaign's optimization goal.