Which campaign objective should be used by an e-commerce company wanting more payments through Messenger or WhatsApp?

The appropriate choice for an e-commerce company aiming to increase payments through Messenger or WhatsApp is Messages. This campaign objective is specifically designed to facilitate direct communication with potential customers via messaging apps. By selecting this objective, the company can create campaigns that encourage interactions such as inquiries about products, assistance with the buying process, and facilitating transactions directly within the messaging platform. This not only streamlines the purchasing process but also reinforces the customer service experience, which can lead to increased sales conversions.

In contrast, the other objectives do not focus on direct communication aimed at generating payments. Lead Generation aims to collect contact information from potential customers, which is more about gathering leads than facilitating immediate payments. Engagement focuses on attracting attention and interaction, but not necessarily driving towards a sale. Reach is designed to maximize visibility of a message to as many people as possible, without the targeted intent of converting that visibility into direct sales through conversation. Therefore, for a goal centered on increasing payments through messaging channels, the Messages objective is the most aligned with that aim.