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Campaign Objective mapping in Sellforte

How campaign objectives from ad platforms are standardized in Sellforte for modelling and reporting.

The Campaign Objective is a standardized modelling and reporting dimension in Sellforte used to classify campaigns based on their optimization goal and intended marketing outcome.

Because ad platforms use different naming conventions for objectives, bidding goals, and optimization strategies, Sellforte normalizes these into a unified Campaign Objective taxonomy. This allows campaigns across platforms to be analyzed consistently and ensures the modelling framework applies appropriate behavioural assumptions regardless of platform-specific terminology.

For example:

  • Meta may use OUTCOME_SALES
  • Google Ads may use TARGET_ROAS
  • TikTok may use CATALOG_SALES

All of these can map into the same standardized Sellforte objective category such as Revenue.

1. What is Campaign Objective in Sellforte?

Campaign Objective is a standardized classification used in Sellforte reporting and modelling.

It consolidates platform-native campaign objectives into a common taxonomy so that campaigns with similar optimization goals can be compared consistently across media platforms.

The dimension is commonly used:

  • as a modelling input
  • as a reporting dimension
  • for campaign segmentation
  • for media strategy analysis
  • for understanding optimization intent across platforms

2. Sellforte Campaign Objective values

The following standardized objectives are used in Sellforte:

Campaign Objective Description
Revenue Conversion value or ROAS-optimized campaigns
Clicks Traffic and click-focused campaigns
Conversions CPA or conversion-optimized campaigns
Impressions CPM or awareness-focused campaigns
Reach Unique audience coverage campaigns
Installs App install campaigns
Engagement Interaction and engagement-focused campaigns
Views Video view-optimized campaigns
Leads Lead generation campaigns
Listens Audio completion campaigns
N/A Unknown, unset, or unmapped objective

3. Mapping logic

Sellforte uses a direct key-to-value mapping system to standardize campaign objectives.

Each platform-native objective string is mapped to exactly one standardized Sellforte Campaign Objective value.

Matching principles

Exact matching

Mappings are:

  • case-sensitive
  • exact-string matches

For example:

  • TARGET_ROAS
  • TargetRoas
  • target_roas

may all be treated as separate values if received differently from platform APIs.

One-directional mapping

A single platform objective always resolves to one Sellforte Campaign Objective.

However, multiple platform values across different platforms can map into the same standardized objective category.

Example:

Platform value Sellforte Campaign Objective
TARGET_ROAS Revenue
OUTCOME_SALES Revenue
CATALOG_SALES Revenue

Fallback handling

If a campaign objective is not found in the mapping table:

  • the value becomes N/A
  • the objective may be unknown
  • the platform may have introduced a new value
  • the advertiser may not have configured an objective
  • the mapping may not yet exist in Sellforte

4. Ad platform and Campaign Objective hierarchy

Amazon Ads

Platform key Sellforte Campaign Objective
Amazon Ads - Sponsored Products Revenue
Amazon Ads - Sponsored Brands Clicks
Amazon Ads - Sponsored Display Revenue
Amazon Ads - DSP Revenue

Apple Search Ads

Platform key Sellforte Campaign Objective
Apple Search Ads Installs

AppLovin

Platform key Sellforte Campaign Objective
CPP Conversions
IAP_ROAS Revenue

Criteo

Platform key Sellforte Campaign Objective
appPromotion Installs
BrandAwareness Reach
CatalogSales Revenue
clicks Clicks
completedVideoViews Reach
Conversion Conversions
CONVERSIONS Conversions
customAction Conversions
displays Impressions
REACH Reach
revenue Revenue
storeConversions Conversions
Traffic Clicks
value Revenue
videoViews Views
viewedImpressions Clicks
Visits Clicks

Meta (Facebook) Ads

Platform key Sellforte Campaign Objective
APP_INSTALLS Installs
BRAND_AWARENESS Reach
Catalogue sales Revenue
CONVERSIONS Conversions
Engagement Engagement
EVENT_RESPONSES Engagement
LEAD_GENERATION Leads
LINK_CLICKS Clicks
LOCAL_AWARENESS Reach
MESSAGES Engagement
OFFER_CLAIMS Revenue
OUTCOME_APP_PROMOTION Installs
OUTCOME_AWARENESS Reach
OUTCOME_ENGAGEMENT Engagement
OUTCOME_LEADS Leads
OUTCOME_SALES Revenue
OUTCOME_TRAFFIC Clicks
PAGE_LIKES Engagement
POST_ENGAGEMENT Engagement
PRODUCT_CATALOG_SALES Revenue
REACH Reach
Store traffic Clicks
STORE_VISITS Revenue
Traffic Clicks
VIDEO_VIEWS Reach

Google Ads

Platform key Sellforte Campaign Objective
COMMISSION Revenue
cpc Clicks
cpm Impressions
cpv Views
Enhanced CPC Clicks
FIXED_CPM Impressions
FIXED_SHARE_OF_VOICE Impressions
Invalid N/A
MANUAL_CPA Conversions
MANUAL_CPC Clicks
MANUAL_CPM Impressions
MANUAL_CPV Views
Maximize clicks Clicks
MAXIMIZE_CONVERSION_VALUE Revenue
MAXIMIZE_CONVERSIONS Conversions
PAGE_ONE_PROMOTED Impressions
PERCENT_CPC Clicks
TARGET_CPA Conversions
TARGET_CPC Clicks
TARGET_CPM Impressions
TARGET_CPV Views
TARGET_IMPRESSION_SHARE Impressions
TARGET_OUTRANK_SHARE Impressions
TARGET_ROAS Revenue
TARGET_SPEND Clicks
Unknown N/A

DV360

Platform key Sellforte Campaign Objective
AUDIO_COMPLETION_RATE Listens
CLICK_CVR Conversions
cpa Conversions
cpc Clicks
CPE Engagement
CPCL Listens
CPCV Views
CPIAVC Impressions
cpm Impressions
CTR Clicks
IMPRESSION_CVR Conversions
Other N/A
TOS10 Views
UNSPECIFIED N/A
vcpm Impressions
VIDEO_COMPLETION_RATE Views
VIEWABILITY Views
VTR Views
YouTube View Rate Views

LinkedIn Ads

Platform key Sellforte Campaign Objective
MAX_CLICK Clicks
MAX_CONVERSION Conversions
MAX_IMPRESSION Impressions
MAX_LEAD Leads
MAX_REACH Reach
MAX_VIDEO_VIEW Views

Bing / Microsoft Advertising

Platform key Sellforte Campaign Objective
COMMISSION Revenue
CostPerSale Revenue
cpc Clicks
cpm Impressions
cpv Views
Enhanced CPC Clicks
EnhancedCpc Clicks
MANUAL_CPC Clicks
ManualCpc Clicks
MANUAL_CPM Impressions
ManualCpm Impressions
MANUAL_CPV Views
ManualCpv Views
Max Clicks Clicks
MaxClicks Clicks
Max Conversions Conversions
MaxConversions Conversions
MaxConversionValue Revenue
Maximize clicks Clicks
MAXIMIZE_CONVERSION_VALUE Revenue
MAXIMIZE_CONVERSIONS Conversions
None N/A
PercentCpc Clicks
Portfolio bid strategy N/A
TARGET_CPA Conversions
TargetCpa Conversions
TARGET_CPM Impressions
TARGET_IMPRESSION_SHARE Impressions
TargetImpressionShare Impressions
TARGET_ROAS Revenue
TargetRoas Revenue

Pinterest Ads

Platform key Sellforte Campaign Objective
AWARENESS Impressions
CATALOG_SALES Revenue
CONSIDERATION Clicks
VIDEO_COMPLETION Views
VIDEO_VIEW Views
WEB_CONVERSION Conversions
WEB_SESSIONS Clicks

Reddit

Platform key Sellforte Campaign Objective
Brand Awareness and Reach Reach
IMPRESSIONS Impressions

Snapchat Ads

Platform key Sellforte Campaign Objective
APP_INSTALL Installs
APP_INSTALLS Installs
Awareness And Engagement Impressions
CATALOG_SALES Revenue
Drive Traffic to Website Clicks
Leads Leads
SALES Revenue
WEB_CONVERSION Conversions
WEB_VIEW Clicks
Website Conversions Conversions

Spotify Ads

Platform key Sellforte Campaign Objective
CLICKS Clicks
EVEN_IMPRESSION_DELIVERY Impressions
REACH Reach
UNSET N/A

StackAdapt

Platform key Sellforte Campaign Objective
cpm Impressions

TikTok Ads

Platform key Sellforte Campaign Objective
APP_PROMOTION Installs
BRAND_CONSIDERATION Engagement
CATALOG_SALES Revenue
CONVERSIONS Conversions
Engagement Engagement
LANDING_PAGE Clicks
LEAD_GENERATION Leads
PRODUCT_SALES Revenue
REACH Reach
RF_APP_INSTALL Installs
RF_ENGAGEMENT Engagement
RF_REACH Reach
RF_TRAFFIC Clicks
RF_VIDEO_VIEW Views
SHOP_PURCHASES Revenue
TOPVIEW_REACH Impressions
Traffic Clicks
VIDEO_VIEWS Reach
WEB_CONVERSIONS Conversions

X Ads

Platform key Sellforte Campaign Objective
Website traffic Clicks