+4 votes
by (1.1k points)
Does Initiate Checkout convert better than Add To Cart?  
Does Initiate Checkout convert better than Add To Cart?

2 Answers

+4 votes
by (550 points)
 
Best answer
Curious to know, following.  
by (1.3k points)
In most cases no, the only reason you'd want to do initiate checkout is if you are having a purchase event that is not firing up enough times to exit the learning phase. Then going back one step in optimization to give your adsets more data and momentum can be smart, then slowly you can move to purchase optimization once you get more traction and volyme.  
+2 votes
by (610 points)
As far as a conversion objective? Usually. You will have to test it, every ad account is different. But it’s further down the funnel so it most likely will. Optimizing for ATC typically just gets you ATC with a few purchases here and there. The amount of purchases goes up with each step closer towards the actual purchase objective.  
by (1.1k points)
@shod9 yes that is true. Was just curious if anyone had any numbers for comparison
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