How to Optimize for Lowest Cost of Conversion

There's going to be optimizing for lowest cost where Facebook is trying to get you the lowest CPA possible. And then on the other side, there's optimizing for highest value, okay? Where it's actually optimizing for ROAS. If you're only bidding one of these on high performing ads, you are almost certainly leaving volume on the table. Now, I want both as long as the economics work.