For retargeting, it’s best to run a Sales campaign, not an Awareness campaign. The people you're retargeting have already interacted with your brand—they’ve visited your site, viewed a product, or maybe even added to cart. At this stage, your goal is conversion, not visibility.
Meta’s Sales (Conversions) objective is designed to optimize for actions like Purchases or Leads, using event data from your pixel or CAPI. On the other hand, Awareness campaigns optimize for reach and impressions, which are ideal for top-of-funnel exposure—not bottom-funnel conversion.
