How to Optimize for Lowest Cost

If you advertise born primitive customers, leggings, it very often creates a highly different average order value than advertising sports bras. If you're running lowest cost, keep a close eye on AOV and then group different sort of AOV behaviors at the ad set level so you can control with cost caps. And even if you're not using cost caps or bid caps, you should be really aware that the optimization is going to move differently. CAC is not ROS and you have to be aware of both. Number two, lowest cost is not highest value and you should use both.