Hi Drought, As far as I can see you recommend running Conversion for Purchase ad sets for e-commerce sites. However if this is a new website and there is no recent purchase (7 days or earlier) Facebook says "Your ad may not be optimized for conversions because we haven't received any activity from your pixel in more than 7 days." So would it be fine to do it for Add to Cart or Initiate Checkout? Also, what would you say for creating Lookalike audience for existing Add to Cart and Purchase audience that is 150 to 200 people? Thank you.