This document outlines a three-step process for lowering Facebook cost per acquisition (CPA) using data: 1) Gather data insights on target audiences from Facebook insights, Google Analytics, and other sources. 2) Implement smarter targeting and account structure based on audience insights. 3) Aggressively optimize placement, targeting, creative, and other campaign elements using data to lower CPA. The document provides examples of insights gained, optimization tactics used, and substantial decreases achieved in CPA through this data-driven process.