Conversions are now available as the Facebook objective for Dynamic Ads campaigns – in addition to App Installs and Product Catalog Sales which were already available earlier.
This optimization goal is somewhat different from Product Catalog sales. As far as we are aware, the differences between the two are the following (note that there is no official Facebook documentation about this available).
- Catalog Sales optimizes conversions in the promoted product set in both the pixel and app.
- Conversions optimizes overall conversions in either pixel or app.
For some advertisers, using Conversions instead of Catalog Sales could bring more conversions, so we encourage you to test this out if you are interested. For more information on how to set up tests, see the Ad Studies section of the Knowledge Base.