Campaign Objective

The campaign objective tells Quora which action you want counted and which metrics fill your dashboard.

You pick one objective when you create the campaign: Conversions, App Installs, Traffic, Awareness, or Lead Generation. The choice sets what the dashboard reports as your result column and how you judge the campaign against the goal you set for it.

Choose Traffic and the dashboard reports link clicks and cost per click. Choose Conversions and it reports conversions and cost per conversion pulled from your pixel. Same ad, same audience, different result column, because you told Quora to count a different thing.

On Quora the objective does not change who sees your ad. Quora states the objective you choose does not impact delivery; it decides which metrics appear on your dashboards. So pick the objective that matches the action you can actually measure, and wire up the tracking behind it, the pixel, the measurement partner, or the lead form, before you launch.

The objective is a measuring stick, not a steering wheel.