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Difference in optimizing for First Purchase and Purchases?
We have this Event in FB implemented which is called “First purchase” which is triggered when a user will do his first purchase ever on the platform (new customer).
The CPA for this event is around $60 per user on Facebook. But Facebook gives me also the option to optimize for “purchases” which is a default setting.
The CPA for a purchase Event is around $20. I feel incredibly stupid for not knowing which I should go for and if I should run them simultaneously.
When Facebook is optimizing for purchases, are they trying to acquire users who will most likely trigger several purchases in our product?