Get More From Your Conversions, Introducing New Tools to Optimize for What Your Business Values Most – facebook.com

Fred Leach, VP Product Management
To help businesses achieve better overall advertising performance, Meta is expanding our suite of products – such as Value Optimization, Incremental Attribution, and Value Rules – that allow advertisers to share information about the types of outcomes they value and how they are measuring success.
Some conversions are more valuable than others, and marketers want to focus on conversions that generate the specific business results they care about, whether that is maximizing profit, to driving subscriptions that won’t churn, to reaching a certain demographic. In a recent test, we saw that advertisers who used the "maximize value of conversions" performance goal instead of optimizing for the total number of conversions achieved on average a 12% higher return on ad spend (ROAS).
In an era of AI-enabled advertising where the best performing campaigns are those that have flexibility to find the most relevant customers, our goal is to help advertisers guide our ads system to optimize for the outcomes that are most important to their business. To do this, we want advertisers to answer two questions: 1) What is the key performance indicator (KPI)? 2) How do they measure success or attribute results (across media channels)?
One way we are allowing advertisers to optimize for the outcomes they care about most is through Value Optimization. Advertisers can use this to help hit multiple KPIs.
Beauty brand Laura Geller aimed to improve their ROAS in campaigns focused on acquiring new customers. They used Value Optimization paired with a custom event of 'first-time purchaser' to effectively instruct our ads system to prioritize acquiring new customers who would generate high ROAS, rather than solely focusing on new customer acquisition. Compared to their business as usual campaigns focused on new purchasers, they were able to increase ROAS by 46%.
Advertisers often have unique ways to attribute the ROI of a specific channel or ad platform. To guide our ads system to deliver on what they value most, we need to understand how they measure and provide options to share this with Meta.
We are also now expanding the availability of Value Rules, a product that gives advertisers the option to set up rules in Ads Manager that assign higher value to certain types of customers, ultimately giving them another way to steer our AI-powered ads system towards higher ROAS outcomes.
An advertiser who knows that a certain age group is typically more likely to be a repeat purchaser could create a rule that would have them bid more for these customers, since they know that they likely will have higher lifetime value and ultimately help their bottom line. In this situation, advertisers are directly communicating additional business information with Meta to specify how different dimensions drive value for their business.
Ben Schreiber, CMO of Latico Leathers, used Value Rules and said: "Value rules have been a game changer for us. We zoned in on the 45-54 female demographic, increasing bids to this demographic by 75%. This allowed us to put more focus on an audience that we know typically has higher purchase value, while also maintaining broad targeting that would unlock additional sales and help us discover new potential audiences.”
To recap, our aim is that this collection of products, from Value Optimization to Value Rules, will give advertisers new ways to tell us what they want to achieve, so ultimately we can help drive their business strategy on Meta.
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