---
title: "ODAX Migration: Outcome-Driven Ad Experiences Objective Changes (Official Meta Blog)"
type: summary
tags: [objectives, odax, marketing-api, migration]
created: 2026-06-11
updated: 2026-06-11
confidence: high
sources: [
  "raw/web_community-an-update-to-ad-objectives-upcoming-api-changes-to-campaign-.md",
  "raw/web_community-every-facebook-ad-objective-available-in-2026-when-to-use-th.md"
]
---

# ODAX Migration: Outcome-Driven Ad Experiences Objective Changes

Summary of the official Meta for Developers blog post **"An update to ad objectives: Upcoming API changes to campaign creation using the original objectives"** by Jay Wei, published **February 13, 2023** (developers.facebook.com/blog/post/2023/02/13/outcome-driven-ad-experiences-update/). This is the canonical statement of the ODAX (Outcome-Driven Ad Experiences) objective consolidation as it landed in the Marketing API.

## Key Points

- As first announced in **December 2021**, Meta redesigned the objective-selection experience, consolidating the **11 original objectives into 6 new (simplified) objectives**.
- **Beginning with Marketing API v17.0** (released Spring 2023), campaigns can **only be created with simplified objectives**. Existing campaigns on original objectives were not impacted and could still be duplicated.
- The endpoint affected is `POST {ad-account-id}/campaigns`. The following original objective values were **deprecated** (verbatim list from the post):
  - `APP_INSTALLS`
  - `BRAND_AWARENESS`
  - `CONVERSIONS`
  - `EVENT_RESPONSES`
  - `LEAD_GENERATION`
  - `LINK_CLICKS`
  - `LOCAL_AWARENESS`
  - `MESSAGES`
  - `OFFER_CLAIMS`
  - `PAGE_LIKES`
  - `POST_ENGAGEMENT`
  - `PRODUCT_CATALOG_SALES`
  - `REACH`
  - `STORE_VISITS`
  - `VIDEO_VIEWS`
- Two opt-in parameters became obsolete and were deprecated with v17.0: the write parameter **`odax_opt_in`** on the Ad Account node, and the readable Ad Account field **`has_advertiser_opted_in_odax`**.
- **Store traffic special case**: `STORE_VISITS` cannot be used for new campaigns. New store traffic campaigns use the simplified objective **`OUTCOME_AWARENESS`** (where store location features now live), with three required settings:
  - Campaign Objective = `OUTCOME_AWARENESS`
  - Ad set Promoted Object contains the **`PLACE_PAGE_SET_ID`** parameter
  - Ad set Optimization Goal = `REACH`
  - Prerequisite: a Page structure with a main Page (set up in Business Manager or via the Ad Page Place Set API) if the business operates multiple stores.

## Old → New Objective Mapping

The blog post lists the deprecated enums and links to a mapping table (not ingested). The name-level mapping below is corroborated by the community source (WordStream, January 2026 — medium confidence for the mapping labels; the deprecated enum list above is official):

| Original objective (pre-ODAX) | New simplified objective |
|---|---|
| Brand Awareness | Awareness |
| Reach | Awareness |
| Store Traffic (`STORE_VISITS`) | Awareness (official: `OUTCOME_AWARENESS` + `PLACE_PAGE_SET_ID` + `REACH`) |
| Traffic (`LINK_CLICKS`) | Traffic (unchanged) |
| Engagement (`POST_ENGAGEMENT`, `PAGE_LIKES`, `EVENT_RESPONSES`) | Engagement |
| Video Views | Engagement |
| Messages | Engagement or Leads |
| Lead Generation | Leads |
| Conversions | Engagement, Leads, or Sales (by conversion location) |
| Catalog Sales (`PRODUCT_CATALOG_SALES`) | Sales |
| App Installs | App Promotion |

The six simplified objectives in Ads Manager: **Awareness, Traffic, Engagement, Leads, Sales, App Promotion**. API enum values confirmed verbatim elsewhere in this KB's official sources: `OUTCOME_AWARENESS` (this post), `OUTCOME_TRAFFIC` and `OUTCOME_SALES` (Marketing API bidding/Advantage+ docs — see [[syntheses/budget-bid-recipes]] and [[concepts/advantage-plus-campaigns]]).

Per the community source: as of **January 2024** new campaigns could no longer be created on legacy objectives in Ads Manager either, and existing legacy campaigns had to be duplicated/converted by end of 2024 (medium confidence — Business Help Center page not ingested).

## Relevant Concepts

- [[syntheses/objective-picker]] — how to choose among the 6 objectives today
- [[concepts/campaign-structure]] — objective sits at the campaign level
- [[concepts/budgets-bidding]] — optimization goals valid per objective
- [[concepts/advantage-plus-campaigns]] — `OUTCOME_SALES` is the required objective for Advantage+ shopping campaigns
- [[entities/marketing-api]] — versioned API where the deprecations landed

## Source Metadata

- **Primary**: Official Meta for Developers blog post, author Jay Wei, published 2023-02-13. URL: developers.facebook.com/blog/post/2023/02/13/outcome-driven-ad-experiences-update/. Fetched 2026-06-11. Confidence: high (official).
- **Secondary (mapping labels only)**: "Every Facebook Ad Objective Available in 2026 + When To Use Them," Kristen McCormick, WordStream, last updated 2026-01-07. URL: wordstream.com/blog/facebook-ad-objectives. Fetched 2026-06-11. Confidence: medium (community).