If you run a gaming company, you&#x27;re most likely tracking everything you possibly can about who is spending in your game.<p>If you are running a facebook campaign, you will buy either on volume (don&#x27;t care what the price is, just give me the user, ie Uber), ROI (make sure the LTV of the user is less than the CPI), or profit (make sure we&#x27;re still making money even after apple&#x27;s cut)<p>Facebook allows you to form a closed loop feedback system. If Uber knows the LTV of a customer is $100 and CPI&#x27;s on FB are $10, go to the bank and get as many of those customers you can.