Facebook’s new Trip Consideration tool allows you to target people at the top of the funnel as they make plans to travel. It provides “additional optimization to your targeting specifications, allowing you to catch potential customers as they make travel decisions,” says PhocusWire.

The new pixel-enabled conversion event allows travel advertisers to overlay their desired audience characteristics to match potential travelers from Facebook’s database. Trip Consideration does not require dynamic ads to function, but it is designed to optimize any existing dynamic ads, as long as a pixel is implemented in your digital campaign.

Read more from Facebook about using Trip Consideration.