When creating a new Classic ad campaign, the forecasted results pane is activated on the right side of the Campaign Manager window. The key result that your campaign is optimized for is highlighted by a Key Result icon. The key result for your campaign depends on your campaign objective, ad format, and bidding optimization goal.
The forecasted results pane automatically generates expected campaign performance details in real time as you walk through the campaign process and select various campaign settings. Forecasted results estimate your campaign’s target audience size, a segment breakdown of the target audience, projected spend, maximum potential spend, key result, and cost per key result.
Important to know
While we strive for accuracy in our forecasts, it's important to remember that forecasted results are an estimate and don't guarantee the actual performance of your campaign.
The following table provides information about your campaign’s forecasted results associated with each objective and bidding optimization goal.
| Objective | Bidding optimization goal | Key results | Forecasted key result | Cost per key result |
| Brand awareness | Reach | Reach | Reach | Cost per 1,000 member accounts reached |
| Impressions | Reach | Impressions | Cost per 1,000 impressions | |
| Website visits | Landing page clicks | Landing page clicks | Clicks | Cost per click |
| Impressions | Cost per click | |||
| Sends | Sends | Sends | Cost per message send | |
| Engagement | Engagement clicks | Engagement clicks | Engagements | Cost per engagement |
| Impressions | Cost per engagement | |||
| Video views | Video views | Video views | Total video views | Cost per video view |
| Impressions | Cost per video view | |||
| Lead generation | Leads | Leads | Leads | Cost per lead |
| Clicks | Cost per lead | |||
| Impressions | Cost per lead | |||
| Sends | Sends | Sends | Cost per message send | |
| Website conversions | Conversions | Conversions | Clicks* | Cost per click |
| Landing page clicks | Cost per click | |||
| Impressions | Cost per click | |||
| Sends | Sends | Sends | Cost per message send | |
| Job applicants | Landing page clicks | Landing page clicks | Clicks* | Cost per click |
| Impressions | Cost per click |
* The ability to forecast for conversions is not available for the website conversions or job application objectives.
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