Facebook Ads Conversion

[mrmateuz]

Can someone explain to me when on Facebook Ads I put the purchase conversion option I get 0 additions to the cart and 0 payments initiated, but when I put the initiate checkout conversion option I already start to get positive results, can someone explain to me why?

[mrmateuz]

Which do you recommend I use?

[DaisyVo]

Hi @mrmateuz 

When you select the Purchase conversion option, Facebook optimizes ads to target users most likely to complete a purchase, which is a smaller and more specific audience. If there is insufficient data or your pixel hasn't gathered enough purchase events, Facebook may struggle to optimize effectively, leading to fewer results.

When you select Initiate Checkout conversion, Facebook targets a broader audience (users more likely to initiate checkout), which can generate more results because the optimization process is less restrictive and requires fewer specific data points.

I hope this can answer your question.