Engagement covers several goals: conversations in Messenger, Instagram Direct, or WhatsApp; video views and ThruPlays; reactions, comments, and shares on posts; Page and profile follows; and responses to events. Click-to-message ads, which open a chat with your business, often run under this objective and can be a powerful lead source for businesses that sell through conversation.
Engagement metrics are easy to inflate and don't always connect to revenue, so this objective works best with a clear purpose — starting sales conversations, building video-viewer audiences for retargeting, or creating social proof on a key post — rather than as a general growth tactic.
Example
A med spa runs an Engagement campaign with click-to-message ads so prospects can ask about treatments directly in Instagram Direct, where the front desk books appointments.
How Sloss Digital uses it
We use Engagement campaigns purposefully — for messaging-driven sales and for building video audiences — and connect those conversations to booked revenue.