Facebook advert optimization option: Optimise for link clicks until there is enough data to optimise for conversions.

Among the (relatively) new options to optimise the delivery of your ads, there’s this:¬†Optimise for link clicks until there is enough data to optimise for conversions.

In a recent episode of the Perpetual Traffic podcast, Molly Pitman shared the results of testing this option enabled vs disabled.

The results?

When targeting cold traffic, when this option was

  • disabled, the cost per lead was $7.91
  • enabled, the cost per lead was $10.30

This test has only been running one week, so it’s possible that once this campaign runs longer, this could change. But that’s almost a three dollar difference right out of the gate.

When they ran the same test with warm traffic, the pattern held up though:

  • disabled, cost per lead was $7.21 per registration
  • enabled, cost per lead was $12.22 per registration

This was for webinar registration.

So the takeaway here is to NOT enable Optimise for link clicks until there is enough data to optimise for conversions by default, and if you do, to test it.