What Is Value Optimization in Meta Ads?

Optimizing for the number of conversions focuses on getting the most conversions at the lowest cost. Value optimization asks how much those conversions are worth. You tell Meta what each conversion is worth through the value you send with it, and Meta’s delivery system looks for the people likely to bring the most total value from your budget, even if that means fewer conversions.

How is it different from optimizing for the number of conversions?

Meta illustrates it with a $200 budget:

Performance goal	Purchases	Revenue	ROAS
Maximize number of conversions	4	$250	1.25
Maximize value of conversions	3	$500	2.5

This is Meta’s worked example, not a forecast for your account. ROAS here is revenue ÷ spend, which is arithmetic.

What data do you need?

Meta’s requirements page lists two basics: an active integration, such as the Conversions API, the Meta Pixel, the Facebook SDK or a mobile measurement partner, and a conversion event that sends a value and a currency. Meta’s Sales objective article goes further and marks the Conversions API as required for sending value signals.

Conversion type	Volume Meta asks for
Website standard and custom events	At least 100 conversion events with at least 5 distinct values over the past 14 days (recommended)
Website predicted lifetime value	At least 100 conversion events a week, with at least 5 distinct values over the past 28 days
In-app purchase value	At least 15 in-app purchases with values over the last 7 days
In-app ad impression value	At least 15 in-app ad impressions with at least 2 distinct values over the last 28 days

Meta warns it can take a few weeks after you meet these requirements before you can select the goal. Reported conversions in Ads Manager may appear to meet the thresholds before the system has enough data, because some events may not count toward eligibility when data is partial or missing.

Which conversion values can you send?

• Purchase and non-purchase values, such as an order total or a subscription payment.
• Predicted lifetime value, sent up to 7 days after the conversion. Meta requires a validated model with at least 5 unique values, none negative.
• Custom event values, built around your own KPI. Meta says the custom event must be reviewed in Events Manager before you can optimize for it.

How do you set it up in Ads Manager?

1. Create a campaign, or duplicate one, in Ads Manager and select Sales as the objective.
2. Choose your conversion location in the ad set, such as website.
3. Select Maximize value of conversions below Performance goal.
4. Select the conversion event you want to optimize for, such as Purchase.
5. Select the conversion value, if you send two values on one event or use predicted lifetime value.
6. Publish, then judge results only after the learning phase settles.

What should you expect once it runs?

Meta’s list of things to know includes: your cost per result may be higher, you may get fewer total conversions, especially during learning, and performance typically improves after the learning phase, which usually lasts at least a week. Meta’s best practice is a first test of at least 3 weeks, with a budget for 50 or more conversions a week, run without a ROAS goal at first.

FAQ

Do I still need value sets for value optimization?

Not for website campaigns. Meta’s Aggregated Event Measurement page says you no longer need to turn on value sets to use value optimization. App campaigns that use Apple’s SKAdNetwork are different: there you turn on Maximize value of conversions in your SKAdNetwork event configuration in Events Manager and enable a value set for each purchase event you want to maximize.

Why can’t I select Maximize value of conversions yet?

Meta’s requirements page covers three cases. It can take a few weeks after you meet the event requirements. Some events may not count toward eligibility because of partial or missing data. And new business portfolios or ad accounts may not have access to every advertising feature; Business Support Home shows what you can access.

Should I add a ROAS goal straight away?

Meta recommends against it for a first test. Its guidance is to run your first value optimization test without a ROAS goal so you understand baseline performance, then experiment with adding one afterwards to improve efficiency. Meta suggests testing for at least 3 weeks before judging results.