Traffic vs. Conversion Campaign: What's the difference?

The traffic campaign objective is more of a "point-and-shoot" solution. It drives the audience to your sales page instead of directly converting them to your customers. In a traffic campaign, Facebook studies past audience interactions and shows ads to people likely to click the ad.

On the flip side, you have to set a conversion event in conversion campaigns. Facebook assesses your audience to see who has converted recently and shows ads to them only.

To set a conversion campaign, you design and install the Facebook Pixel code. Whereas, to form a traffic campaign, you need to go to Ads Manager.