Which statement best describes targeting for a campaign to maximize business goals?

Which statement best describes targeting for a campaign to maximize business goals?

• A. Target users most likely to perform the action that drives business goals
• B. Target users with the highest number of installs
• C. Target all users equally
• D. Target only the most active users regardless of actions

Answer: (A)

Targeting the people most likely to perform the action that drives business goals means focusing your spend on users who have a higher probability of completing the valuable actions you care about (like purchases, sign-ups, or bookings) and, often, a higher expected value per action. By aligning bids and creative toward these high-propensity converters, you achieve more of the meaningful outcomes you measure, not just more actions that don’t move the needle. This approach improves efficiency and return on investment because you’re prioritizing quality over sheer quantity. Chasing the highest install counts looks at volume, not the action quality that matters for business goals. Targeting everyone equally ignores differences in intent and likelihood to convert, wasting budget on low-value impressions. Limiting to only the most active users—without regard to whether their activity leads to the desired outcomes—can miss other valuable converters and still waste spend on engagements that don’t drive real value.

Targeting the people most likely to perform the action that drives business goals means focusing your spend on users who have a higher probability of completing the valuable actions you care about (like purchases, sign-ups, or bookings) and, often, a higher expected value per action. By aligning bids and creative toward these high-propensity converters, you achieve more of the meaningful outcomes you measure, not just more actions that don’t move the needle. This approach improves efficiency and return on investment because you’re prioritizing quality over sheer quantity.

Chasing the highest install counts looks at volume, not the action quality that matters for business goals. Targeting everyone equally ignores differences in intent and likelihood to convert, wasting budget on low-value impressions. Limiting to only the most active users—without regard to whether their activity leads to the desired outcomes—can miss other valuable converters and still waste spend on engagements that don’t drive real value.