How do I choose a target CPA?

If youre trying to grow aggressively, youll want to pick a CPA thats on the higher side. The more youre willing to spend, the more people you can reach with your advertising and the faster youll acquire new customers. However, the downside to aggressive growth is that you wont make as much money per customer.

Is CPC or CPM better?

CPM provides better CPC if you have insights on how your ads work. If the ad works good, CPM is a more cost-effective way to gain clicks, visits and other conversions than bluntly paying for them with CPC.