Do you have a mobile app you want people to download? If so, this lens may be a good option to follow. The promotion you will do will be linked to a suitable store where people will have the ability to download your application. Video Views: This goal helps you get more people to view your video content. Video content can be used on both Instagram and Facebook. You can also calculate the number of people who view your recordings as a percentage (25%, half, 75%, 100%) Since these videos automatically play on Facebook and Insta, you need to make sure you're following a good video marketing strategy. Lead Generation: This objective gives you the opportunity to run an ad where you can collect information about people directly on Facebook. The ad will go through a lead form within Facebook where people can enter information, most of the form will be pre-filled. Conversion Goal So, now that you have enough interested people, you may be interested in encouraging that audience group to purchase or use your product or service. Below is the set of campaigns used in conversion goals.