Understand how the Meta ads algorithm works and why so that you will know how it can both help you and hurt you.
The ads algorithm is super powerful. But it’s also not perfect. It’s super literal, which is both a good thing and a bad thing.
If you optimize for purchases, the algorithm will do all it can to get as many purchases as it can at the lowest cost. That’s good!
If you optimize for The link click metric measures all clicks on links that drive users to properties on and off of Facebook. More, the algorithm will do all it can to get you as many link clicks as it can at the lowest cost. That’s… maybe not good!
When you optimize for purchases, you typically only care about getting purchases. You’re not going to get bot purchases or accidental purchases.
But when you optimize for link clicks, there are significant weaknesses in the algorithm. Meta’s only concern is getting you as many link clicks as possible. And that may be from accidental clicks, bots (prior to detection), and click-happy people.
The algorithm doesn’t care that these people are unlikely to do anything else after clicking. But you do.
It’s important that you understand why this is the case so that you don’t waste your A budget is an amount you're willing to spend on your Facebook campaigns or ad sets on a daily or lifetime basis. More on empty clicks. Be a student of the algorithm. Know how it can both benefit you and hurt you.