Difference in optimizing for First Purchase and Purchases?

Forum White Hat SEO PPC Difference in optimizing for First Purchase and Purchases?

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  • #14576
    seohelper
    Keymaster

    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?

    #14577
    zcopyconsulting

    Use purchases

    #14578
    goodgoaj

    As you have set up a custom event for First Purchase, you can technically optimise towards that if you made a custom conversion out of it. If you optimise to the standard Purchase event, that it based on any Purchase (new or existing). But the main reason FB advocate to use that is because it will use ML from similar advertisers/brands that use that standard event, to be more accurate than any custom event.

    #14579
    ultimaRatio_

    What about ROAS. CPA is only a part of the story. If your first purchasers bring you more ROAS then keep it up.

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