“Optimize for” is used to determine which parameter will be optimized. In most cases this parameter coincides with your advertising objective. Do not mix this up with “Pay for”.
“Pay for” is used to determine for which parameter you will pay. For example: you choose Website Conversions as your advertising objective. In this case you need to choose “Optimize for conversion”, wherein you cannot pay only for successful conversions, you need to Pay for clicks.
- Page engagement – subscribes to page
- Post engagement – likes and comments
- Clicks – clicks on ads
- Reach – a number of unique users, that seen your ads
- Conversions – tracked by Facebook Pixel