About maximising the value of conversions

When you optimise for value, we use machine learning to predict how much return on ad spend (ROAS) a person may generate. We then use this prediction to bid for your highest-value customers. By bidding more for people who are likely to spend more, you can help ensure that you are maximising the value of conversions for your campaigns.

By "value", we mean how much revenue a person generates within a day or a week (depending on which attribution setting you choose) for a given purchase event. By "optimisation", we mean the result that our delivery system is working to get for you. If you meet the eligibility requirements for Maximise value of conversions, you can make this selection in the "Performance goal" field of ad set creation.

• If you can maximise value of conversions, we recommend that you do. You'll be more likely to have better ROAS on the conversions you care about.
• If you're not sure which attribution setting to choose, we recommend using the one that's most similar to the one you'd use for Maximise number of conversions.
• To understand the results of Maximise value of conversions, make sure that you're viewing the Purchase value (ROAS) column in Meta Ads Reporting. You may need to customise your columns to see this metric.

• When you maximise value of conversions, you can set a ROAS goal. This tells our delivery system to try to deliver against that over the campaign's lifetime, dynamically bidding as high as needed to maximise results. If you don't enter a ROAS goal, you'll bid using the highest-value bid strategy.
• Maximising value of conversions still gets you conversions. However, it can tell the difference between higher-value conversions and lower-value ones. It prioritises higher-value ones, which can lead to better return on ad spend.
• Maximising value of conversions could lead to a higher average cost per result compared to maximising the number of conversions. Remember that this type of optimisation is about finding the purchase conversions that are likely to get you the most revenue (within the constraint of your budget), not finding the least-expensive purchase conversions.

If you're still not sure if Maximise value of conversions is right for you, you could think of it as a choice between having a lower average cost per conversion (Maximise number of conversions – in blue below) or a higher average amount of value per conversion (Maximise value of conversions – in yellow below).

For example, if there's a USD 1 conversion with a USD 2 value and a USD 2 conversion with a USD 10 value, we choose the latter, as it has a higher ROAS, despite having a higher cost per result.

Note: To continue using maximise value of conversions and reach people on iOS 14.5 and later devices, turn on maximise value of conversions in your event configuration in Events Manager. You need to turn on maximise value of conversions in your app event configuration for SKAdNetwork, but you don't need to turn on maximise value of conversions for events sent through Aggregated Event Measurement. Learn how to set up maximise value of conversions in your SKAdNetwork configuration.

• Eligibility requirements for Maximise value of conversions
• Set up Maximise value of conversions