Secondary Performance Goals?
Jon Loomer
SEPTEMBER 14, 2023
The biggest issue with ads optimization is that, unless you optimize for purchases, Meta doesn’t care about quality. Link clicks, landing page views, ThruPlay, even add-to-carts and initiate checkouts. Meta only cares about getting you as many of that thing as possible at the lowest cost. This would be fine if ad behavior was similar to organic behavior, but you often get these cheap actions due to weaknesses in the algorithm.
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