The primary goal of the sports magazine is to drive its existing online audience to its newly revamped website. The Traffic objective is specifically designed for this purpose. When you select Traffic as your objective, Meta's ad delivery system optimizes to show your ads to the people most likely to click on the ad's link and go to your specified destination, in this case, the new website. This directly aligns with the magazine's goal of increasing visits to its revamped online property.

A. Engagement: This objective optimizes for on-platform interactions such as likes, comments, and shares. It is not the primary choice for driving users to an external website.

B. Reach: This objective focuses on showing the ad to the maximum number of people in the target audience, which is an awareness goal, not an action-oriented one like visiting a website.

D. Catalog Sales: This objective is for e-commerce businesses to promote products from a catalog to drive online sales. It is not relevant for a content publisher promoting a website revamp.

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1. Meta Business Help Center, "About ad objectives."

Reference: Under the "Consideration" section, the documentation states, "The traffic objective is designed to drive people to your website, app or Facebook event." This directly supports the choice of Traffic for sending users to a revamped website. For Engagement, it states the objective is "to get more people to see and engage with your post or Page," confirming it's for on-platform actions.

Source: Meta Business Help Center, Article ID: aBu334222581686882.

2. Meta Blueprint, "Select an Ad Objective."

Reference: In the course module "Choose Your Objective," the Traffic objective is recommended when the business goal is to "Send people to a destination, like a website, app, or Messenger conversation." This aligns perfectly with the magazine's need to direct its audience to its new site. The course distinguishes this from the Engagement objective, which is for actions within the Meta platform.

Source: Meta Blueprint, Course: "Get Started with Advertising on Meta," Module: "Choose Your Objective."

3. Meta Business Help Center, "About the engagement objective."

Reference: This document specifies that the Engagement objective can be optimized for Post engagement, Page likes, or Event responses. None of these are optimized for sending traffic to an external URL, which is the core requirement of the scenario.

Source: Meta Business Help Center, Article ID: aBu334222581686882 (Section on Engagement).