When running Meta (Facebook + Instagram) advertising to support Franchise Ninja, the Traffic campaign objective should be your primary choice. Traffic ads are specifically designed to send users to your website or other owned digital destinations, which enables Franchise Ninja to capture meaningful engagement data based on how prospects interact with the website. This is foundational for Franchise Ninja to build audience insights, retargeting pools, and engagement scoring.

In contrast, Meta Lead Generation ads keep prospects inside Facebook and prompt them to fill out a form within the platform — meaning they do not visit your website first. Since Franchise Ninja’s value is in measuring on-site behavior, lead ads bypass your tracking, resulting in incomplete data and weaker optimization.

Meta Traffic ads are optimized to send users to a destination you control — typically your franchise development landing pages or informational content — where Franchise Ninja can track their behavior. The Traffic objective targets users likely to click your link and visit your site, giving you visibility into how many and what types of users engage with your content.

Traffic objectives support key performance options like:

• Link Clicks: People who click through from the ad.

• Landing Page Views: People who not only click, but whose browser finishes loading the destination page — a higher-quality metric that filters out accidental or non-interactive clicks.

Franchise Ninja’s strength lies in analyzing website engagement — such as pages viewed, time spent, visit recurrence, and conversion events tracked via your Meta Pixel. Traffic campaigns naturally bring users to your site (where the Pixel lives), making it possible to:

• Build Custom Audience segments based on real visitor behavior.

• Create Lookalike Audiences from site visitors for scaling.

• Feed engagement data back to Meta for better future optimization.

Lead ads, while convenient on Facebook, do not generate this high-value on-site data.

Traffic campaigns systematically generate an audience of website visitors — the fuel for effective retargeting. Users who have visited your franchise pages can later be targeted with conversion-focused or offer ads more likely to generate form fills or phone calls.

As users click through and browse your site, your Meta Pixel captures this engagement. Those events can later be used to define audiences — like visitors in the last 30 days, people who viewed a franchise opportunity page, or repeat visitors — which significantly improves retargeting precision.

Traffic ads don’t just send clicks — they signal to Facebook’s algorithm to show your ads to people most likely to visit your website. This helps:

• Increase brand visibility within your target segments.

• Generate additional touchpoints that move prospects from awareness to active consideration.

For a franchise development marketer, this means more prospects entering the top and middle of the funnel where your educational content and Franchise Ninja tracking create real insights.

By sending users to your website and letting the Meta pixel capture real engagement, you’re also improving future campaign performance. Over time, Meta learns which kinds of users not only click but engage — and can deliver ads to similar profiles in future campaigns.

This stands in contrast to Lead Generation ads, which optimize for form fills within Facebook and do not contribute strong cross-platform engagement data.

Traffic campaigns are ideally suited for:

• Top-of-Funnel Awareness — introduce your franchise opportunity to new audiences.

• Middle of Funnel Engagement — send users to blog posts, FAQs, or franchise microsites to deepen interest.

• Audience Building for Retargeting — generate website visitor segments for later conversion campaigns.

Traffic ads are not primarily meant to capture conversions (like form submissions) — but they set the stage for conversion-optimized campaigns later by building data and audience familiarity.

For Franchise Ninja, Traffic campaign objectives are the best practice because they:

• Send users to your website where Franchise Ninja can collect valuable engagement data.

• Build audiences that can be retargeted with conversion-focused campaigns.

• Improve Meta’s learning and future optimization.

• Increase brand awareness in relevant segments.