Which objective is focused on prompting users to purchase or use a product or service?

The objective that is focused on prompting users to purchase or use a product or service is Conversion. This objective is specifically designed to drive desired actions from users, such as making a purchase or signing up for a service. Conversion campaigns typically involve targeting users who are most likely to take these actions, optimizing ads for specific outcomes, and tracking the effectiveness of these campaigns in terms of actual sales or sign-ups.

In contrast, the other options—Awareness, Consideration, and Engagement—serve different purposes in the marketing funnel. Awareness aims to reach a broad audience to inform them about a brand or product. Consideration seeks to generate interest by encouraging users to learn more or engage with the content but does not directly push for a purchase. Engagement encourages interaction with the brand, such as comments or shares, but does not necessarily lead to immediate buying intent. Therefore, Conversion is the most fitting objective for driving users towards making a purchase or utilizing a service.