The Maximize ConversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More performance goal is versatile…

When you select the Website conversion location and the performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More to maximize number of conversions, how your ads get delivered is still yet to be determined.

This is decided by the conversion event.

Meta’s not trying to find just any conversions for you. Success is defined by the ability to get you that specific conversion event. Who sees your ads and how they’re delivered changes.

Multiple Steps of the Funnel

I use this performance goal for every step of the funnel whenever I send people to my website. This is what determines the “Results” column when I run these ads — and controls Meta’s delivery optimizations.

1. Increase sales by using the Purchase conversion event

2. Build my email list with Complete Registrations

3. Drive quality traffic by using various custom events based on things like time spent, scroll depth, and more

The ways you can use this performance goal are only limited by the conversion events you’ve created. There’s no other goal like it.

How do you use the Maximize Conversions performance goal?