Should you ever turn on the Audience Network placement?
It has a bad reputation, and for good reason. Audience Network is notorious for driving low-quality traffic due to accidental clicks and click fraud.
But while you should definitely remove it when optimizing for link clicks and landing page views, you should probably keep it on when optimizing for a conversion.
Why? The problem when optimizing for a link click or landing page view is that the algorithm prefers Audience Network due to the high volume of cheap clicks. Those cheap clicks aren't beneficial when optimizing for conversions.
When optimizing for a conversion, the algorithm cares about one thing: Did a conversion happen? If it's not happening as a result of clicks from Audience Network, money won't be spent there.
I also wrote about this issue here:
https://www.jonloomer.com/should-meta-advertisers-ever-use-the-audience-network-placement/
What do you think?
