The delivery system is the underlying engine that runs the ad auction, predicts how likely a given user is to take the desired action, and decides in real time which ads compete for which impressions. It uses signals from the pixel, CAPI, and on-platform behavior to continuously refine those predictions as a campaign runs.
Understanding that the delivery system optimizes toward whatever event it's told to (the campaign objective and conversion event selected at setup) explains why campaigns aimed at the wrong event — for example optimizing for landing page views instead of purchases — can spend efficiently against the wrong goal entirely.
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