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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):

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 budget bid recipes and 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

• objective picker — how to choose among the 6 objectives today
• campaign structure — objective sits at the campaign level
• budgets bidding — optimization goals valid per objective
• advantage plus campaigns — OUTCOME_SALES is the required objective for Advantage+ shopping campaigns
• 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).