Hi all I had a simple question as above and I cannot figure it out, and can't find any information on it. From what I understand cost per purchase should cost you the most because it's the most valuable action. I had one where CPIC was $60 but CPP was $20. Any ideas? Keep in mind there was only 1 checkout initiated but 2 purchases.
from Facebook Ads: Why would cost per initiate checkout be higher than cost per purchase?
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