When advertisers strive to enhance ad efficiency, Meta utilizes machine learning to predict the return on ad spend (ROAS) that a person might bring. Using this prediction, Meta aims to attract the most valuable customers for advertisers by placing higher bids on users likely to generate more revenue. By bidding higher for those who are likely to spend more, advertisers can help ensure the maximization of their ad campaigns’ conversion value.
Here, “value” refers to the revenue generated from a specific purchase event by an individual over a day or a week (depending on the attribution settings chosen by the advertiser). When Meta refers to “optimization,” it means that Meta’s delivery system is working to achieve the most favorable results for the advertiser. If advertisers qualify for maximizing conversion value, they can select this option in the “Optimization Goal” field when creating an ad set.
Best Practices for Maximizing Conversion Value
To fully enhance ad efficiency, Meta recommends that advertisers take the following steps. By doing so, advertisers are more likely to achieve superior ROAS for the conversions they care about.
If advertisers are unsure about which attribution settings to choose, Meta suggests selecting settings similar to those used for maximizing the number of conversions. This can better align with the advertiser’s strategy.
To understand the effectiveness of maximizing conversion value, be sure to check the Purchase ROAS column in the Meta Ads report. Advertisers might need to customize columns to view this metric.
When creating app promotion campaigns for iOS 14+ devices, select Aggregated Event Measurement as the campaign attribution method, access 7-day click attribution settings, and enable delivery to the Audience Network to ensure the smooth running of the campaign.

Key Points for Maximizing Conversion Value
When aiming to maximize conversion value, advertisers can set ROAS targets. Meta’s delivery system will then adjust dynamic bids throughout the campaign lifecycle to achieve the advertiser’s desired results. If advertisers do not set an ROAS target, the system will use the highest value bidding strategy.
While maximizing conversion value can still drive conversions, it helps differentiate between high-value and low-value conversions. This strategy focuses more on prioritizing high-value content, leading to a better return on ad spend.
Compared to maximizing the number of conversions, maximizing conversion value may result in a higher average cost per result. Remember, this optimization aims to find purchase conversions that could bring the highest revenue within budget constraints, rather than seeking the cheapest purchase conversions.
If advertisers are hesitant about adopting the maximize conversion value strategy, they can view it as a choice between lower average cost per conversion (maximizing conversions – blue section below) and higher average value per conversion (maximizing conversion value – yellow section below).
Example Illustration
For instance, if the conversion value is $2 for every $1 spent, and $10 for every $2 spent, Meta will choose the latter. Despite the higher cost per result, the ROAS is better.
Note that to continue using the maximize conversion value feature on iOS 14.5 and above, advertisers need to enable this feature in the campaign setup in Events Manager. It also needs to be enabled in the SKAdNetwork app event configuration, but it’s not required for events sent via Aggregated Event Measurement. Learn more about configuring maximize conversion value in SKAdNetwork settings.
Setting Up Maximize Conversion Value in SKAdNetwork Configuration
Using Apple’s SKAdNetwork API to cover users on iOS 14.5 and above and want to enable maximize conversion value? Don’t worry, follow these simple steps:
- Enable maximize conversion value in Events Manager and enable a value set for each purchase event you want to maximize. This allows Meta’s system to better determine the value of conversions and help you achieve maximize conversion value.
- Ensure maximize conversion value is enabled in the SKAdNetwork app event configuration. For events sent via Aggregated Event Measurement, there’s no need to enable maximize conversion value.
Note: If advertisers prioritize events set for iOS 14.5 and above devices in Events Manager, they can also use maximize conversion value for those events. In this case, there’s no need to additionally enable maximize conversion value and set values in Events Manager.
Remember, users without ATT consent might not be reachable.
If advertisers send app events via SKAdNetwork, follow these steps to set up maximize conversion value:
- Set up integration (e.g., Conversions API or Facebook SDK) to send purchase events with tracked values.
- Once your integration starts sending data, Meta can determine the value of the chosen optimization events. This is done automatically in the SKAdNetwork app event configuration unless you choose to customize the app event configuration. Value sets group conversions and help maximize conversion value.
- Ensure your integration meets the eligibility requirements to maximize conversion value to provide Meta with sufficient data to determine the value of your selected events.
- Now that you have enough data, you can enable maximize conversion value in Events Manager and activate your value sets when configuring app events for SKAdNetwork. Meta will automatically determine the value range unless you choose to customize the app event configuration.
Note: When enabling maximize conversion value, you will use at least 4 event slots, configurable in the Events Manager under SKAdNetwork. This is because Meta needs at least 4 value ranges to maximize conversion value, with each range occupying one event slot. Learn more about value sets and event priorities.
After enabling maximize conversion value in Events Manager, you can create ad campaigns or ad sets with value optimization in Ads Manager and view the results in the ROAS column of the ad reporting tool.
Eligibility Requirements for Maximizing Conversion Value
When optimizing ad sets for more value, Meta uses machine learning to predict the ROAS a person might bring. Then, Meta uses this prediction to bid for the advertiser’s most valuable customers by placing higher bids on people likely to spend more, ensuring the highest possible ROAS for the campaign.
Important Note: To continue covering users on iOS 14.5 and above while improving campaign conversion value, advertisers can enable maximize conversion value in the SKAdNetwork event configuration in Events Manager. For events sent via Aggregated Event Measurement, there’s no need to enable maximize conversion value. Learn more about configuring maximize conversion value in SKAdNetwork settings.
Eligibility Requirements for Maximizing Conversion Value
To qualify for maximizing conversion value, advertisers need to meet the following requirements:
Technical Requirements:
- Active integration with tools like Conversions API, Meta Pixel, or Facebook SDK.
- Send and optimize purchase events with tracked values.
- Must have at least 2 different values in the past 7 days.
Additional Requirements for App Tracking:
- For app tracking, there must be at least 15 valuable attribution-optimized click purchases in the past 7 days.
- Configure app events in Events Manager and enable maximize conversion value for the events you wish to optimize for value.
Additional Requirements for Web Tracking:
- For web tracking, there must be at least 30 valuable attribution-optimized click purchases in the past 7 days.
Advertisers must have a product catalog associated with their integration for marketing campaigns aimed at sales objectives.
Maximizing conversion value may take several weeks to meet the access eligibility. During this period, the number of conversions seen in the ad reporting tool might reach the eligibility threshold.
Note: Due to partial or missing data, events in the report may not directly count toward eligibility requirements. Ensure your integration meets the above eligibility requirements before using the maximize conversion value feature.