Meta Just Replaced Post Engagement with Maximize Interactions. Here Is What Changes.

Meta is replacing the Post Engagement conversion type for engagement campaigns with a new Maximize Interactions performance goal. The change rolls out globally and affects how Meta's delivery algorithm optimises your campaigns.

Post Engagement historically optimised for likes, comments, shares and clicks on a specific post. Maximize Interactions broadens the optimisation target to include a wider range of engagement signals across Meta's surfaces, including reactions, saves, video plays and profile visits.

The practical impact is that Meta now has more flexibility in how it defines and pursues "engagement" for your campaigns. The algorithm will find users who interact in any measurable way, not just those who like or comment.

For Australian brands running awareness or engagement campaigns on Meta, this change affects both targeting and reporting. The delivery algorithm will now optimise across a broader set of signals, which means your ads may reach different audience segments than before.

If you previously used Post Engagement campaigns as a low-cost way to build social proof on specific posts, the replacement may deliver different results. Maximize Interactions could push toward easier, lower-quality engagement like video autoplay views rather than meaningful comments or shares.

The bundling of multiple engagement types into a single goal also makes it harder to isolate which type of interaction is driving your results. A campaign reporting strong interaction numbers could be dominated by passive signals like saves or short video views rather than the high-value engagement you care about.

Meta is pushing advertisers toward broader, algorithm-driven optimisation across the board. Maximize Interactions is another step in that direction. The advertisers who stay sharp are the ones who measure outcomes, not just platform-reported interactions.