Which Facebook campaign objective should be selected to generate sales on a website or app?

Selecting the objective of conversions is optimal for generating sales on a website or app. The conversions objective is specifically designed to encourage users to take significant actions that align with business goals, such as making a purchase, signing up for a newsletter, or completing a checkout process. By focusing on conversions, advertisers can optimize their campaigns to reach individuals who are most likely to follow through with these actions, utilizing Facebook's algorithms to track and measure the effectiveness of ads in driving actual sales.

While the traffic objective is aimed at driving visitors to a site, it does not specifically target users who are more likely to convert into paying customers. Brand awareness focuses on increasing a brand's visibility but does not necessarily correlate with immediate sales. Engagement is geared towards interactive content and fostering a community rather than prompting direct sales activities. Therefore, the conversions objective clearly aligns with the goal of generating sales, making it the most suitable choice.