[marketingtech]

Page Like ads are the least ROI effective ads on Facebook. You tell their machine learning algorithm to optimize for people who will click "Like" on every page they see. That'll increase your vanity metric and meet your stated objective, but it doesn't drive business results for you because you're getting the wrong type of customer.

If you tell Facebook's machine learning algorithm to optimize towards purchases on your website or visits to your stores or to users onboarding to your app, then you'll really see the power of their beast. Those are the ads that people are spending billions of dollars on, because the outcomes drive real business value and have too much friction to be faked at scale.