When advertisers aim to enhance ad efficiency, Meta leverages machine learning to predict the return on ad spend (ROAS) that a user is likely to generate. This predictive capability allows Meta to identify the most valuable customers for advertisers, enabling higher bids for users who are expected to generate more revenue. By bidding more aggressively for these high-value users, advertisers can maximize the conversion value of their ad campaigns.
Understanding “Value” and “Optimization”
- Value: “Value” refers to the revenue a person generates from a specific purchase event within a day or week, depending on the advertiser’s attribution settings.
- Optimization: Meta’s delivery system aims to achieve the most favorable outcomes for advertisers by targeting users likely to generate the highest revenue.
Eligibility and Implementation
If advertisers meet the requirements to maximize conversion value, they can select this option in the “Performance Goal” field when creating an ad set.
By leveraging these advanced features, advertisers can ensure that their campaigns are strategically targeting individuals who are likely to drive the most revenue, thus maximizing the overall conversion value.
Best Practices for Maximizing Conversion Value
If advertisers want to fully enhance ad efficiency, Meta recommends the following measures. By doing so, advertisers are more likely to achieve better returns on ad spend (ROAS) in their focused conversions.
If advertisers are unsure which attribution setting to choose, Meta suggests selecting settings similar to those used for maximizing conversion counts. This can better align with the advertiser’s strategy.
To understand the impact of maximizing conversion value, be sure to check the “Purchase Value (ROAS)” column in Meta ad reports. Customizing columns may be necessary to view this metric.
When creating iOS 14+ app promotion campaigns, choose Aggregated Event Measurement as the campaign attribution method. Access the 7-day click attribution setting and enable delivery to the Audience Network to ensure smooth campaign execution.
Key Points for Maximizing Conversion Value
When pursuing the goal of maximizing conversion value, advertisers can set ROAS targets. This way, Meta’s delivery system will dynamically adjust bids during the campaign’s lifecycle to achieve the advertiser’s desired outcomes. If no ROAS target is set, the system will use a highest value bid strategy.
While maximizing conversion value can still help achieve conversions, it helps distinguish between high-value and low-value conversions. This strategy focuses more on prioritizing high-value content, thereby yielding a better return on ad spend.
Compared to maximizing conversion counts, maximizing conversion value may result in a higher average cost per result. Remember, this optimization aims to find purchase conversions that may generate the highest revenue within budget constraints, rather than seeking the cheapest purchase conversions.
If advertisers are still unsure about adopting the maximize conversion value strategy, they can view it as a choice between lower average cost per conversion and higher average conversion value.

For example, if spending $1 generates a conversion value of $2, while spending $2 generates a conversion value of $10, Meta would prefer the latter option. Although the cost per result is higher, it offers a greater return on advertising spend (ROAS).
It’s important to note that to continue using conversion value maximization on devices running iOS 14.5 and later, advertisers must enable this feature in the campaign manager’s event configuration. Additionally, conversion value maximization must also be activated in the SKAdNetwork app event configuration. However, there is no need to enable conversion value maximization for events measured through aggregated event measurement. Learn more about how to set up conversion value maximization in the SKAdNetwork configuration.
Setting Up Conversion Value Maximization in SKAdNetwork
Are you looking to enable conversion value maximization while using Apple’s SKAdNetwork API for users on iOS 14.5 and later? Follow these simple steps to get started:
- Enable Conversion Value Maximization in the Event Manager: For each purchase event where you want to maximize value, enable a value set. This allows Meta’s system to better determine the conversion value and helps you achieve maximum conversion value.
- Activate Conversion Value Maximization in SKAdNetwork’s App Event Configuration: Make sure conversion value maximization is enabled. For events sent through aggregated event measurement, it is not necessary to enable conversion value maximization.
Note: If advertisers prioritize events set up for iOS 14.5 and later in the Event Manager, they can also utilize conversion value maximization for these events without needing to enable it additionally or set specific values in the Event Manager.
Keep in mind that users who do not provide ATT (App Tracking Transparency) permission may not be reachable.
If you are sending app events through SKAdNetwork, follow these steps to set up conversion value maximization:
- Set Up Integration: Use integrations such as the Conversions API or Facebook SDK to send purchase events with tracking values.
- Data Submission: Once your integration starts sending data, Meta will be able to determine the value of the optimization events you have chosen. This is automatically handled in the SKAdNetwork app event configuration unless you opt for a custom configuration. The value set groups conversions, which aids in maximizing conversion value.
- Ensure Compliance: Make sure your integration meets the eligibility requirements for achieving conversion value maximization to ensure Meta has enough data to ascertain the value of the selected events.
Now that you have sufficient data, you can enable conversion value maximization in the Event Manager and activate your value set while configuring app events for SKAdNetwork. Meta will automatically determine the range of the value set unless you choose a custom app event configuration.
Important: When enabling conversion value maximization, you must use at least four event slots, which can be configured in the Event Manager under SKAdNetwork. Meta requires a minimum of four value ranges to maximize conversion value, with each range occupying one event slot. Learn more about value sets and event prioritization.
Once conversion value maximization is enabled in the Event Manager, you can create value-optimized campaigns or ad sets in the Ads Manager and view the results in the ROAS column of the Ads Manager report.
Eligibility Requirements for Achieving Conversion Value Maximization
As advertisers optimize their ad sets for greater value, Meta employs machine learning to predict the return on ad spend (ROAS) that a person may generate. Meta uses these predictions to bid on the most valuable customers for advertisers, placing higher bids on those likely to spend more to maximize the ROAS of the ad campaigns.
Important Note: To continue improving conversion value while reaching users on iOS 14.5 and later, advertisers can enable conversion value maximization in the SKAdNetwork event configuration within the Event Manager. There is no need to enable conversion value maximization for events measured through aggregated event measurement. Learn more about how to set up conversion value maximization in the SKAdNetwork configuration.
To qualify for conversion value maximization, advertisers must meet the following requirements:
Technical Eligibility Requirements
- Active Integration Required: Advertisers must actively integrate using tools such as the Conversions API, Meta Pixel, or Facebook SDK.
- Send and Optimize Purchase Events: Advertisers should send and optimize purchase events with tracking values.
- Minimum Value Requirement: There must be at least two different values generated in the past seven days.
Additional Requirements for App Tracking
- Valuable Attribution Clicks: Advertisers must have at least 15 valuable attribution clicks that resulted in purchases within the past seven days.
- Event Configuration: App events must be configured in the Event Manager, and conversion value maximization should be enabled for the events advertisers wish to optimize.
Additional Requirements for Web Tracking
- Valuable Attribution Clicks: For web tracking, there must be at least 30 valuable attribution clicks that resulted in purchases in the past seven days.
Product Catalog Requirement
A product catalog related to your integration must be in place for marketing campaigns with sales objectives.
Maximizing conversion value may take several weeks to meet the eligibility criteria. During this period, the number of conversions seen in the Ads Manager reports may reach the eligibility threshold.
Note: Due to partial or missing data, events in the reports may not count directly towards eligibility requirements. Ensure that your integration meets the above eligibility requirements before utilizing the conversion value maximization feature.
Maximize your ad campaigns’ success with conversion value optimization by leveraging Meta’s tools and meeting eligibility requirements for greater ROAS.