Long story short: Facebook Ads optimizes ad delivery based on ROAS (return on ad spent) but return is sales and not profits.<p>I open sourced the data pipeline to do just that and explained it all here:<p><a href="https://medium.com/@theo_dot/how-we-increased-shopify-business-profits-by-42-in-3-months-using-data-d91de3add629" rel="nofollow">https://medium.com/@theo_dot/how-we-increased-shopify-busine...</a>