Data is one of the most valuable tools that Facebook offers. The platform is continuously collecting information about their users and that information
can then be used to target your ads to the people who are most likely to take an action. You can choose who will see your ad and how much you are willing to spend to attract new business. As you develop your ad, you can tell Facebook what your intent with the ad is. Are you trying to drive traffic to a website, collect user’s information, or generate conversions. Each option tells Facebook to optimize the ads for the specific end goal.