A brand's primary goal is to re-engage past website visitors who added items to their cart but did not purchase. Which Meta ad objective and corresponding Custom Audience type would be most effective for this lower-funnel action?

The most effective Meta ad objective for re-engaging past website visitors who added items to their cart but did not purchase is the Sales objective. The Sales objective is designed to drive conversions, which are valuable actions taken on a website or app, such as purchases. When using the Sales objective, advertisers specify a particular conversion event to optimize for, and in this scenario, the most relevant event is 'Purchase.' Meta's ad delivery system then works to show the ads to ....