Match your campaign objective to the result you need
This video argues for purchase-focused campaigns when the ecommerce goal is sales. The practical question is whether the action your campaign is optimizing for matches the action the business needs.
Know what each objective is asking for
Awareness, traffic, engagement, and sales campaigns have different jobs. A low-cost visit or a large number of reactions can look attractive without producing purchases. Evaluate those numbers in the context of the objective selected rather than assuming they are interchangeable forms of success.
Make the purchase goal explicit
For the direct-response ecommerce setup discussed, the video favors a sales campaign optimized for purchases. Choosing an intermediate event asks the system to generate a different action. Be clear about why you are using that event and how it connects to the final outcome.
Do not substitute cheap activity for evidence
A lower click cost does not by itself establish a lower customer-acquisition cost. Review actual orders, revenue, and the business's economics. If the account is new, accurate tracking and a clear objective matter more than collecting activity that you cannot connect to the purchase goal.
Keep the creative's role in view
A purchase-focused campaign can still introduce the brand and explain the problem it solves. Use clear creative and an understandable offer to support that journey. Changing the objective is one part of the setup, while the message and landing experience still need to earn the sale.
