A Custom Audience is the correct choice for retargeting because it allows a business to create an audience list from its own sources. To target people who have previously purchased an item, the business would use the Meta Pixel on its website to track the "Purchase" standard event. This data is then used to build a Custom Audience of those specific users. This method enables precise retargeting based on past interactions with the business's own assets, directly fulfilling the requirement of the question.

B. Lookalike Audience: This is used for prospecting, not retargeting. It finds new people who share similar characteristics with an existing source audience (like past purchasers) to expand reach.

C. Page followers: This targets people who follow the business's Facebook Page. This audience is not specific to users who have made a purchase on the website.

D. Behaviors: This targeting option uses Meta's data on user activities across platforms. It cannot be used to specifically target people who purchased from your particular website.

1. Meta Business Help Center, "About Custom Audiences." This official documentation states, "A Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook... You can use sources like customer lists, website or app traffic, or engagement on Facebook, to create Custom Audiences of people who already know your business." This directly supports using website traffic (purchases) for retargeting.

Source: Meta Business Help Center, Article ID: aBuwxLp1L5D.

2. Meta Business Help Center, "About website Custom Audiences." This source specifies the mechanism for the scenario: "You can create a website Custom Audience of people who have visited your website or taken specific actions there using the Meta Pixel... For example, you can show ads to people who have visited your website in the past 30 days or people who have taken a specific action, like making a purchase."

Source: Meta Business Help Center, Article ID: aBuzx8w1Y5D.

3. Meta Business Help Center, "About Lookalike Audiences." This document clarifies the purpose of Lookalike Audiences, distinguishing them from retargeting tools: "When you create a Lookalike Audience, you choose a source audience... We then identify the common qualities of the people in it... and find similar people. It's a way to reach new people who are likely to be interested in your business because they're similar to your best existing customers."

Source: Meta Business Help Center, Article ID: aBuwLp1L5D.

A boosted post is a simplified form of advertising on Facebook designed to amplify the reach of an existing post from a business Page. Its primary and most direct objective is to increase user engagement, which includes actions like reactions (likes), comments, and shares. While boosting can drive traffic to a website, its core function and simplified interface are optimized for getting more people to see and interact with the Page's content itself, rather than tracking complex off-platform conversions.

A. Review actions on the business website: This requires the Meta Pixel and is a feature of more complex campaigns set up in Ads Manager, not the primary goal of a simple boost.

B. Measure the number of purchases on the business website: This is a specific conversion objective that necessitates advanced setup with the Meta Pixel and is managed through Ads Manager for accurate tracking.

C. Have their message appear on the top of people's news feeds: Ad placement is determined by a competitive auction system and user relevance; boosting increases visibility but does not guarantee a top-of-feed position.

E. Obtain in-depth reporting that includes cost per purchase: This level of detailed, conversion-focused reporting is a feature of the Ads Manager platform, not the simplified analytics provided for a boosted post.

1. Meta Business Help Center. "About boosted posts on Facebook." This official documentation states, "When you boost a post, it'll appear in your audience's Facebook Feed as an ad. You can also select Instagram as an ad placement for your boosted post. ... Boosting a post can help you get more people to react, share and comment on it." This directly supports that the primary goal is to increase engagement.

2. Meta Business Help Center. "Differences between boosted posts and Facebook ads created in Ads Manager." This source clarifies the limitations of boosted posts compared to full campaigns. It notes that Ads Manager is required for more advanced objectives like "Website conversions" and provides more comprehensive reporting, which invalidates options A, B, and E as primary functions of a boost.

3. Meta Business Help Center. "About ad auctions." This document explains how ad delivery works: "For each ad impression, our ad auction system selects the best ad to run based on the ads’ maximum bids and ad performance." This confirms that placement is not guaranteed, refuting option C.

The primary goal is to build a large Custom Audience composed of website visitors for future retargeting. The Traffic objective is specifically designed to drive the maximum number of people to a destination, such as a website. Meta's ad delivery system will optimize a Traffic campaign to find users most likely to click a link and visit the landing page, thereby maximizing the pool of visitors from which to create the Custom Audience. While a Conversions campaign also sends users to a website, it optimizes for a smaller, more specific group of people likely to perform a valuable action (e.g., purchase), which would not fulfill the requirement of creating the largest possible audience.

A. Conversions: This objective optimizes for valuable actions on a website, targeting a smaller, more qualified audience, which contradicts the goal of building a large visitor pool.

B. Leads: This objective is optimized for collecting contact information through forms, not for maximizing the general volume of website visitors.

C. Engagement: This objective is optimized for on-platform interactions like post likes, comments, and shares, and does not prioritize sending users to an external website.

1. Meta Business Help Center, "About ad objectives": This official documentation outlines the purpose of each campaign objective. It states, "The Traffic objective is designed to drive people to a destination, such as a website, app, or Facebook event." This directly supports its use for maximizing website visitors. In contrast, it defines the Conversions objective as being "designed to prompt people to take a valuable action on your website, in your app, or in Messenger."

Source: Meta Business Help Center, Article ID: aBu3TRBEtDEyHyE.

2. Meta Blueprint, Course: "Choose an Ad Objective": This course explains that the Traffic objective should be used when the goal is to "send people from ads to any destination, like your website, app or Messenger conversation." It clarifies that this objective is ideal for increasing the number of visitors to a specific page, which is the foundational step for creating a website visitor Custom Audience.

Source: Meta Blueprint, Learning Program: "Advertise with Meta," Course: "Choose an Ad Objective," Section: "Consideration."

A daily budget represents the average amount an advertiser is willing to spend per day on an ad set or campaign. Meta's delivery system is designed for flexibility; it may spend up to 25% more than the set daily budget on days with high-potential opportunities and less on other days. However, the system ensures that the total spend for a calendar week (Sunday to Saturday) will not exceed the daily budget multiplied by seven, thus maintaining the specified daily average over that period.

A. This is incorrect. It describes a lifetime budget, which is set for the entire campaign duration, not a daily spend. Also, daily spend is an average, not a strict maximum.

B. This is incorrect. Ad spend is never an "exact" amount due to the dynamic nature of the ad auction. It also incorrectly refers to the campaign's duration.

C. This is the definition of a lifetime budget, which is the total amount an advertiser agrees to spend over the entire run of an ad set or campaign.

1. Meta Business Help Center, "About campaign budgets": Under the "Daily budget" section, it states, "A daily budget is the average amount you're willing to spend on an ad set or campaign each day." This directly supports the correct answer's definition.

2. Meta Business Help Center, "About our daily spending limit for daily budgets": This document clarifies the "average" concept: "To give you more flexibility to get results, we may spend up to 25% more than your daily budget on some days and less on others... For example, if your daily budget is $10 USD, we may spend up to $12.50 USD on a given day." This refutes the idea of a "maximum" or "exact" daily spend.

3. Meta Blueprint, "100-101: Meta Certified Digital Marketing Associate Study Guide": In the section "Set your campaign budget," the guide explains, "With a daily budget, you set an average amount to spend per day." This official exam preparation material confirms that the daily budget is an average, not a fixed total.

The Meta ad auction determines the winning ad by calculating the highest "total value." This value is a combination of three main factors: the advertiser's bid, the estimated action rates (the likelihood a user will take the desired action), and ad quality. The overarching goal of this system is to select the ad that maximizes value for both the user (by showing them relevant and high-quality content) and the business (by helping them reach their objectives). This balanced approach ensures a positive user experience while delivering results for advertisers.

B. The auction is not solely based on the highest bid; a lower bid can win if the ad has higher relevance and quality.

C. The auction uses forward-looking predictions for a specific ad, not just a comparison of an advertiser's past overall performance.

D. The predicted engagement (or estimated action rate) is only one of the three core components used to calculate total value.

1. Meta Business Help Center, "About the ad auction." This official documentation states, "To determine the winning ad, we find the ad with the highest total value. The goal of our ad auction is to create the most value for both people and businesses... Total value is a combination of 3 major factors: Bid, Estimated action rates, Ad quality." (Meta, "About the ad auction," Ad Auction section, Paragraphs 1-2).

2. Meta Blueprint, "Ad Auction and Delivery Overview" Course. This course explains the core principle: "The ad that wins the auction is the one with the highest total value. The total value is decided by your bid, our prediction of how likely the person you’re reaching is to take the action you want them to take, and the quality and relevance of your ad." (Meta Blueprint, "How the Ad Auction Works" module).