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So, I ran a weeklong test of nothing but FB sales ads, to get a baseline. Starting a weeklong test of nothing but FB traffic ads. Same creative and audience, but different Ad type. So, I have clean data to compare. As for why...

Sales are supposed to, in theory, provide a "higher quality" of audience, i.e. those more likely to buy. But the tradeoff is they cost more. Whereas Traffic ads will sent a ton more traffic to your links at a greatly reduced cost. Caveat, they're mostly lookyloos (again in theory)...