Yes, Add to Cart campaigns can be a smart move for a new ad account when purchases aren’t happening yet. Here’s why:
Why it helps
Lower friction than asking for a purchase right away.
Helps warm up the pixel by collecting more conversion events.
Signals buying intent, so you can build retargeting audiences.
Best approach
Start with Add to Cart optimization to get data flowing.
Run for a few days to gather enough events.
Then switch to Purchase optimization once you have consistent Add to Carts (50–100+ events).
Extra tips
Use high-intent audiences (e.g., website visitors, engaged lookalikes).
Check your product page speed and checkout process—sometimes low sales are from site friction, not optimization event.
If you have no purchase data yet, optimizing for Add to Cart is often better for warming up the pixel and getting traction.
