Facebook asks companies to select stages from one of three prospect funnels when placing a video ad.
For brand awareness and reach to generate interest and elevate knowledge of your brand.
Traffic, app installs, engagement, lead generation, video views, and messages to drive traffic to other content such as a landing page, blog, webinar, eBook, etc.
Conversions, catalog sales, store traffic to request prospects to make a conversion decision.
The key to using these funnels is that the ad content matches the funnel and that conversions work best if prospects have been exposed to awareness and consideration ads, too.