Sales objective vs traffic objective: traffic is a trap for buyers

Sales objective vs traffic objective: traffic is a trap for buyers
Across 35 accounts, 90d:
— Traffic objective: CPC (cost per click) $0.40 — cheap clicks, CVR (conversion rate, buyers ÷ clicks) just 0.8%
— Sales objective: CPC $0.90 but CVR 2.4% — Meta finds buyers, not clickers
Net CPA: traffic $50, sales $37. The cheap clicks cost more per sale because they're the wrong people.
Read: never optimize for traffic when you want sales. The vanity-cheap CPC hides a 35% worse CPA downstream.