Now, I wouldn’t generally recommend Traffic campaigns in the first place. But I understand that advertisers still use them.
If you’re running Traffic campaigns, do this…
Breakdown by Placement
Click the Breakdown dropdown menu and select Placement.
This will generate separate rows for each placement used. Where is the majority of your budget spent?
In my example, 709 of the 719 link clicks came from Audience Network. That’s about 98% of the budget. Why?
What is Audience Network?
Audience Network is a placement that occurs away from Meta’s apps. Third-party apps monetize themselves with this placement.
It’s also notorious for driving low-quality traffic via accidental clicks and even click fraud before it’s detected. You’ve likely received a refund at some point because of this.
Meta is leveraging that placement because of your performance goal. You said that you want link clicks or landing page views, and Audience Network is a great source for cheap clicks.
Unfortunately, there’s a very small chance that this cheap traffic is resulting in conversions or even quality visits. You’ll likely see if you optimize for any type of conversion, Audience Network is barely used.
How to Approach This
If you ever use a performance goal of link clicks or landing page views, keep this in mind. I wouldn’t recommend using traffic campaigns generally, but remove Audience Network if you do.
I wrote a blog post that explains when you should switch from Meta’s defaults. This is a prime example of when you should.
