Remember, the conversion ad is a variation of the traffic ad. With the conversion ad, we are optimising our ad for a specific conversion. For example, leads, clicks, purchases, registrants, add to check out, etc.
If this is your first time running the conversion ad. We would suggest you optimise your ad for leads. In this way, you are telling Facebook to target more people who are likely to opt-in.
It’s imperative that prior to launching any conversion ads, you have successfully installed the Facebook pixel.