Question

What do you select if your purpose is leads? Issac says go with last option.  

Answer 1

I have created many campaigns using leads/sales goals and also with the last option.  Both are working fine.  

Answer 2

Use no goal so you will have all the options to choose from.  

Answer 3

Go for last option :)

Answer 4

Great Tip! I naturally did that, but to have you guys suggest it is reassuring.  

Answer 5

Why is the last option the best? I’ve naturally selected leads os sales and its working fine for me for the las18 months and dozens of accounts I have

Comments

@desiderata the "no goal" option gives you access to all bidding strategies.  

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@ology gotcha. But why is it better than the leads or sales, since the ML supposedly optimized for that?  

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@desiderata to perform optimally when you're going after conversions, your campaign needs a history of conversions. If you start a campaign with a conversion-based auto strategy, you're gambling that the ML will get it right. If it DOESN'T, you have no recourse. You're stuck with the big strategies associated with the goal. If your account has a good history of conversions, and if there is a consistent profile among people who convert, then the ML will have a better chance of success. But, if the consumer for campaign A is different than the consumer for campaign B, the ML will have harder time getting B to perform optimally.  

Answer 6

If your pixel has enough data you can start with leads, otherwise go with the last one.  

Answer 7

Leads only