Is it better to use more frequent or less frequent conversion to optimize Ads in Meta?

If a less frequent event, like a "Purchase" event, is too costly to exit the learning phase, you might consider optimizing for a more frequent event, such as "AddToCart." While this can be a practical solution, especially in situations where the learning phase remains limited, it’s not always ideal.

For instance, if your sales period is seasonal or has a peak season (e.g., winter gear sales from December to February), it may still be better to stick with the "Purchase" event, even if it remains in the learning phase. This is because optimizing for the end goal ("Purchase") may yield better long-term results than focusing on intermediary actions ("AddToCart").

In another instance, a drastic difference was observed when optimizing for Page Views, Leads, and Purchases. For non-purchase-related conversions, Meta seems to favor an audience that is less likely to buy—likely because it prioritizes higher-paying advertisers optimizing for purchases.

Ultimately, the choice depends on your specific sales strategy, conversion volume, and the goals of your ad campaigns.