Engagements

The engagement objective optimizes to get people interacting with your post through likes, reposts, replies, and other on-post actions.

You pick engagement when the goal is the conversation and the visibility that comes with it. X finds people likely to react to your post and bills you around those engagements, so the budget flows toward posts that provoke a response rather than a click-out.

Say you promote a sharp-opinion post and get twelve thousand engagements in a day. In Ads Manager you divide spend by engagements to see cost per engagement, then compare it against your other posts. The one with the strongest first line usually wins, so you pause the polite ones.

Engagement is not the same as attention that pays. People buy a wall of likes and reposts, feel the momentum, and forget none of it was optimized to leave X and buy anything.

Great for a voice. Weak for a checkout.