Traffic campaigns find people likely to click through to your destination. Optimizing for landing page views is usually better than link clicks, because it counts only people who actually waited for your page to load — filtering out accidental taps. Traffic campaigns typically deliver the lowest cost per click on Meta.
The trade-off is that Meta isn't looking for buyers, just clickers. For a business that wants leads or sales, a Leads or Sales campaign optimized to the actual conversion usually produces far better results, even at a higher CPC. Traffic is best for content distribution, building retargeting pools, or when conversion tracking isn't yet available.
Example
A publisher runs a Traffic campaign optimized for landing page views to promote a new article, building a pool of engaged readers to retarget later.
How Sloss Digital uses it
We rarely use Traffic for lead generation; when we do, it's to seed retargeting audiences or distribute content, optimized for landing page views.