2. The "Traffic" Objective: Low-Quality Clicks

When you select "Traffic" as your campaign objective, you are explicitly telling Meta, "I want as many clicks as possible, as cheaply as possible." The algorithm will then prioritize showing your ad to users who exhibit frequent clicking behavior, regardless of their intent to purchase, pre-save, or sign up. This often results in a high volume of cheap clicks but a very low conversion rate for your desired outcome. These clicks are "low-quality" because they don't lead to valuable business outcomes. You get quantity over quality, which translates to wasted ad spend if your goal is anything beyond just getting people to a page.