Meta’s ad optimization algorithm is an idiot savant (which is the case for most algorithms). It’ll give you what you ask for, even if that’s not necessarily what you want (which is the case for most algorithms).

As humans, the content of what we say is only about 7% of what we’re communicating. Algorithms don’t understand all that other shit, they just get the 7%. So when you ask Meta to optimize for link clicks or landing page views, they’ll give you every single one you can afford. Even if they’re 99% garbage because they came from accidental in-game clicks thanks to the audience network.

The answer isn't news feed only though. For two reasons: 1) it's never good to overly limit the algorithm's choices 2) that's where everyone else is focusing, which means it's more competitive and expensive. (Other placements may be more expensive per action, but traffic quality may warrant the extra cents.)

What is the answer? Optimize for an on-site conversion (and try to make sure you have creative that feels native to each placement option/aspect ratio).

For more on audience network stuff, check out this post by Jon Loomer (your favorite Facebook marketer's favorite Facebook marketer).

For more on algorithms and optimizations, read on below.

Algorithms, especially these days, get treated as akin to magic. Of course, some of the things they can do in our post-ImageNet and deep learning world are plenty impressive. But they're really just super powerful matrix math calculators.

The best way to think of them is like Kevin Kelly said (which is an example I've used plenty before and have heard from many others), they "are best thought of as universal interns." Just like with an intern, you're going to get what you ask for.

The tension comes from the fact that humans and computers speak different languages. The biggest current danger of algorithms is they give us exactly what we asked for, which isn't always what we wanted when the gap between the two gets lost in translation.

To bring it back to Meta, traffic is not link clicks. A link click is an action that happens within Meta's network, which means as soon as that click happens the algorithm stops caring about what happens next. Its job is done.

Tools like Google Tag Manager and Meta's custom conversion builder make it easier to create more and better signals to feed the robots with. Don't settle for optimizing for what you think you want. Take the time to think about what you're trying to achieve, create a trackable event for it, and tell the algorithms to give you as much of that as you can afford.