Can I choose the Native Objective for Brand Awareness campaigns on LinkedIn?

Yes, you can do this through the Advanced Settings when setting up your Brand Awareness campaigns.

Generally speaking, we have found that Engagement performs the best but encourage you to run experiments using different options and find what works best for you.

Engagement works well for us because of how it optimizes towards distributing our ads towards people who will like, comment, view, etc it actually yielded more direct clicks to the site at lower costs compared to web visits.

The other advantage was it actually stacked social proof on our ads faster making them more appealing leading to more direct visits as well.

You can segment your columns by 'Engagement' and compare clicks to social interactions and see the breakout once you accrue data.

Our internal marketing doesn't use Web Visits anymore after discovering this for promoting ungated content.