At what level should an advertiser choose the conversion event optimization after installing the Facebook pixel?

Choosing the conversion event optimization at the ad set level is crucial for the effectiveness of your advertising campaigns. The ad set is where you define the audience, budget, schedule, and placements for your ads, and it's also the level where advertisers can optimize for specific conversion events.

By selecting the conversion event at the ad set level, you can ensure that the Facebook algorithm will deliver your ads to users who are more likely to complete the desired action, such as making a purchase or signing up for a newsletter. This optimization helps to align your advertising goals with the behavior of your target audience, leading to more efficient ad spending and improved performance.

The other levels, such as campaign or ad levels, do not provide the same granularity for specifying conversion events. While the campaign level focuses on the overall objective of the campaign (like traffic or conversions), the ad level deals more with the creative aspects of the ads themselves, rather than the audience targeting and bidding strategies that occur at the ad set level. Therefore, optimizing for conversions at the ad set level is the most strategic approach for driving specific actions.