At what level should an advertiser choose the conversion event optimization in their campaign?

Choosing the conversion event optimization at the ad set level is essential for effectively targeting and measuring the success of your campaigns. The ad set level is where you define the specific audience, budget, schedule, and placement for each set of ads. By selecting the conversion event optimization at this stage, you tailor your campaign to focus on specific actions you want users to take, such as purchases or sign-ups.

This approach allows for more granular control and ensures that the algorithm can optimize bids based on the goals you’ve set for that particular ad set. The platform's machine learning algorithms perform better when they have clear, actionable goals tied to the audience and budget you’ve allocated for that ad set.

In contrast, making conversion selections at the campaign level would mean that those settings apply broadly across all ad sets without the customization needed to cater to specific target audiences or conversions. Selecting at the ad level would also limit the scope of optimization to a single ad, which may not take full advantage of the data gathered across an entire ad set. Audience level choices pertain more to who sees the ads rather than optimizing the events themselves. Thus, optimizing for conversions at the ad set level creates a more effective strategy for achieving the desired outcomes.