The objective is the most important choice in a Meta campaign because it tells the delivery system what kind of person to find. Awareness finds people likely to remember your ad; Traffic finds people likely to click; Engagement finds people likely to interact or message; Leads finds people likely to share their information; App promotion finds people likely to install or use an app; and Sales finds people likely to buy or convert.
Choosing an objective that doesn't match your real goal is one of the most common and expensive mistakes on Meta. A business that wants leads but runs a Traffic campaign will get cheap clicks from people who rarely convert. In most cases, the right objective is the one closest to the business outcome you actually want.
Example
A home builder that wants appointment requests chooses the Leads objective rather than Traffic, so Meta looks for people likely to submit a form rather than just click.
How Sloss Digital uses it
We match every campaign's objective to the real business goal — usually Leads or Sales — and use upper-funnel objectives deliberately, as part of a full-funnel plan.