# Two worked Facebook ad objective selection records

These are fictional B2B planning examples. No ad account was inspected and no result was observed. `Unknown` means a fact has not been checked; it is not a zero or an unavailable setting.

## Case A: demo requests

| Field | Entry |
|---|---|
| Account and campaign scope | Fictional software company's proposed demo campaign; specific account Unknown |
| Desired business action and unit | One completed website demo-request submission |
| Business outcome checked later and unit | One CRM sales accepted opportunity; later outcome, not interchangeable with a form submission |
| Destination and where the action happens | Demo form on the company's website |
| Measurable event and what one event counts | Intended demo-submit event; exact event name and receipt Unknown; one completed form submission |
| Proxy event, if any, and why it differs | Landing page view; one page visit does not count a submitted request |
| Proposed campaign objective | Leads, provisional |
| Proposed conversion location | Website, provisional |
| Proposed performance goal | Unknown until inspected in the account |
| Proposed selected event | Unknown until demo-submit receipt and selectability are checked |
| Native availability and evidence status for objective, location, goal, and event | Not checked in a live account; all four are unverified |
| Source, version, and observation date | Meta Blueprint public course descriptions, read 2026-10-31, support the setting hierarchy; Mockingbird guide updated 2026-10-13 supports Leads as a candidate; no native account observation |
| Rationale and rejected alternative | The immediate action is a submitted request, so Leads is the candidate. Traffic optimized for visits would seek a different action. Neither selection proves qualified leads. |
| Unknowns or unresolved prerequisites | Account options, event name and receipt, event selection, form-to-CRM reconciliation, and qualified-outcome definition |
| Exact next verification, owner, and evidence to save | Campaign owner: inspect objective and ad-set choices in the intended account, record exact labels and timestamp. Measurement owner: submit a test form, verify event receipt and CRM outcome mapping, and retain test evidence. |
| Launch boundary | Selection for review only; no launch authorization |

## Case B: readership for an ungated report

| Field | Entry |
|---|---|
| Account and campaign scope | Fictional B2B research publisher's proposed report campaign; specific account Unknown |
| Desired business action and unit | One loaded visit to the ungated report page |
| Business outcome checked later and unit | One engaged report reader under a separately defined reading measure; definition and measurement Unknown |
| Destination and where the action happens | Ungated report page on the publisher's website |
| Measurable event and what one event counts | Proposed measured result is a landing page view, or one report-page load; whether a separate conversion event is required or selectable is Unknown |
| Proxy event, if any, and why it differs | Landing page view is a proxy for reading; a page load does not count sustained reading |
| Proposed campaign objective | Traffic, provisional |
| Proposed conversion location | Website, provisional |
| Proposed performance goal | Landing page views, provisional measured result; availability Unknown |
| Proposed selected event | Unknown; inspect whether a separate event is required or selectable for this exact setup |
| Native availability and evidence status for objective, location, goal, and event | Not checked in a live account; all four are unverified |
| Source, version, and observation date | Meta Blueprint public course descriptions, read 2026-10-31, support the setting hierarchy; Mockingbird guide updated 2026-10-13 supports Traffic and landing page views as candidates; no native account observation |
| Rationale and rejected alternative | The immediate action is a report-page visit, so Traffic is the candidate. Leads would imply a submission path this ungated report does not have. Reading still needs separate measurement. |
| Unknowns or unresolved prerequisites | Account options, page-load measurement, engaged-reader definition, and whether an event is separately selected |
| Exact next verification, owner, and evidence to save | Campaign owner: inspect objective, location, and goal in the intended account and record exact labels and timestamp. Measurement owner: verify landing page view measurement and define how report engagement will be counted. |
| Launch boundary | Selection for review only; no launch authorization |

Change rule: if the account, desired action, destination, event, objective, location, goal, observed availability, or observation date changes, revisit the rationale and affected checks. Retain earlier evidence with its date; never silently turn an old observation into a current one.