Step 1: What Are You Optimizing For?
Different times call for optimizing different things.
Learning - You might be trying to learn something specific about engagement, interest among a certain target audience, monetization, etc. Learning is typically the priority when your startup is a pre-product-market fit or when you are expanding to a new target audience.
Volume - There will be a time in your business when you will want to prove that you can go from a certain base amount of customers to moving the needle in a meaningful way.
Cost - Optimizing your CPA to get more out of your budget.
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