# Campaign Objective

> The goal an advertiser selects for a campaign — such as sales, leads, traffic, or awareness — that tells the ad platform which outcome to optimize delivery toward.

A **campaign objective** is the goal an advertiser selects for a campaign — sales, leads, traffic, awareness, app installs, and so on — that tells the ad platform which outcome to optimize delivery toward. For a conversion objective, the platform spends to find the people most likely to complete the chosen conversion.

## How AnyTrack supports a conversion campaign objective

A conversion objective is only as good as the conversion data feeding it: ad-platform AI optimizes on the signal it receives, and missing conversions make it optimize on incomplete data. AnyTrack feeds accurate, server-side conversions to the platform via the [Conversion API](/glossary/conversion-api), so a "purchase" or "lead" objective is optimized against real outcomes rather than only browser-side events that ad blockers and iOS strip away.

## Campaign Objective vs Bidding Strategy

- [Bidding Strategy](/glossary/bidding-strategy) — the objective sets *what* you want; the bidding strategy controls *how* the platform bids to achieve it.