For "upper back" ( I'm thinking you mean rhomboids, traps and the general thickness aspect the back with this) use a shoulder width or a bit wider grip and try to row as near the chest as you can. Alternatively, use a close-grip and row more upright ( Yates style Rows ) to the waist while pull your shoulder blades together at the top. Using a bit of a lose form is okay, but going stupid with the motion and simply jerking the weight up and down will get you nowhere.
For lats, anything does it for me, using an ez-bar and doing a Yates Row give me a general back pump. You can either feel or don't feel lats on heavy rows, this is individual. I recommend vertical pulling like Rack Chins and v-bar pulldows for the lats, and stuff like Pullovers if you get a good contraction on those and Machine Pullovers.
IMO strict DB rows to the waist is good for the lats, heavy Kroc Rows is a "thickness" lift much like the Yates Row.