If you've run ads recently, you've probably seen an increase in the cost of ads. This is particularly noticeable with conversion campaign tracking purchases and add-to-carts. Some workarounds include my favorite recommendation, list building with lead gen campaigns. However, some business owners also want to gain traction on their websites. This is where traffic campaigns come into play. If you're looking for a less expensive option, a traffic campaign may fit better with your budget. The main con here is that you will not have as much analytics to go off of. Facebook's reporting will be limited here. 

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