How you optimize impacts who sees your Facebook ad. Facebook will show your ad to people most likely to perform your desired action.
Outbound clicks measure the number of clicks on ads that take people to properties away from Facebook.
Parameters can be included when tracking standard and custom events with the Facebook pixel, allowing you to provide details of an event.
Pixel events allow you to track specific actions on your website that can be used for reporting, targeting, and optimization.
Reach optimization allows you to show your Facebook ads to the maximum number of people while using a frequency cap.