Facebook value optimization is a performance goal in Meta Ads Manager called Maximize value of conversions. Instead of chasing the most conversions at the lowest cost, it shows your ads to people more likely to make bigger purchases, take higher-value subscriptions or have a higher predicted lifetime value. You choose it at the ad set level, mostly in Sales campaigns for websites.
The requirement people skip: Meta says you need to send value signals through the Conversions API, which is required, and the Meta Pixel. If you're only running the pixel, or your events don't carry a value, value optimization has nothing to learn from.
What you trade for higher-value results
Meta is upfront that value optimization can cost more per result and bring fewer conversions in total, especially while it's learning. Its own worked example shows fewer purchases with a higher combined value than the same budget optimised for the number of purchases. So judge it on return, not on how many sales came in.
| Optimising for | What Meta aims for | What to expect |
|---|---|---|
| Number of conversions | The most conversions from your budget | More results, lower average order value |
| Maximize value of conversions | The highest total conversion value | Higher cost per result, fewer conversions, higher return |
The conversion values you can send
| Value type | What you send | Note from Meta |
|---|---|---|
| Purchase and non-purchase values | The value of each conversion, such as a purchase total or subscription payment | Best when the value reflects the conversion directly |
| Predicted lifetime value (pLTV) | A customer's expected long-term worth, sent up to 7 days after the conversion | Needs a validated model with at least 5 unique, non-negative values; setup takes about 2 weeks |
| Profit value | The profit from a conversion | Integration takes around 1 week |
| Custom event values | Any internal KPI you define, like new vs existing customers | The custom event must be reviewed in Events Manager first |
Meta adds that new custom events and values don't affect the performance of campaigns already optimising for existing events.
How to set it up in Ads Manager
- Create or duplicate a campaign and choose Sales as the objective.
- In the ad set, choose your Conversion location, such as Website. App only supports purchase.
- Under Performance goal, select Maximize value of conversions.
- Choose the Conversion event, for example Purchase.
- Pick the Conversion value if you're sending two values on one event or using pLTV.
- Publish, then wait for learning to settle before judging it.
App promotion campaigns can also use it to optimise for purchase values. Every other option is limited to web campaigns under the Sales objective.
Highest value or ROAS goal?
Once you're optimising for value, you choose how Meta bids:
| Bid strategy | Priority | Best if you |
|---|---|---|
| Highest value | Spend the full budget while getting the most purchase value | Care most about using your whole budget |
| ROAS goal | Keep your weekly average return near a target you set | Need a specific return, even if Meta spends less |
Meta's florist example for highest value is a good way to picture it: sell as many bouquets as possible, leaning towards the more expensive ones. Highest value also needs a good spread of values across your products. For ROAS goal, Meta says it works best with at least 50 to 100 weekly conversions, that day-to-day return will swing, and that you should wait at least 7 days after any change before re-evaluating.
Meta's testing rules
- Run your first test for at least 3 weeks. Meta says peak performance usually arrives after about 2 weeks.
- Aim for 50 or more conversions a week, or 100 or more for pLTV and profit value, and set budget to reach that.
- Test without a ROAS goal first so you have a baseline, then add one.
- Check signal coverage for the event in Events Manager.
- Measure with an A/B test or a conversion lift study rather than gut feel.
Value signals start with good tracking, so check yours with my guide to conversion tracking for Meta ads. If you'd rather find more high-value customers, a value-based lookalike built from a customer list with a value column works on the same idea.
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My verdict
Value optimization suits shops where order values vary a lot and you can send clean values through the Conversions API. If every product costs about the same, or you're getting fewer than 50 conversions a week, stick with optimising for the number of conversions for now. When you do switch, give it the full 3 weeks and judge it on return, not volume. My guide to ecommerce KPIs covers the numbers to compare.
Frequently asked questions
What is value optimization on Facebook?
It's the Maximize value of conversions performance goal. Meta prioritises people more likely to convert with higher value, such as larger purchases or higher predicted lifetime value.
Do I need the Conversions API for value optimization?
Yes. Meta says you need to send value signals using the Conversions API, which is required, and the Meta Pixel.
Why is cost per result higher with value optimization?
Meta says value optimization can spend more to reach people likely to generate higher-value conversions, and you may get fewer total conversions, especially during learning.
How long should I test value optimization?
Meta recommends at least 3 weeks, with 50 or more conversions a week, because peak performance is typically reached after about 2 weeks.
What is the difference between highest value and ROAS goal?
Highest value tries to spend your whole budget while maximising purchase value. ROAS goal keeps your weekly average return near your target and may spend less to protect it.
