Why it matters
When two users both convert but one will generate far more revenue over time, conversion optimization treats them equally if value is missing or flat.
Value optimization
Value optimization is the Meta downstream goal pLTV activation targets.
Category variants
| Ecommerce |
Common mistakes
- Enabling value optimization without value variance.
Advertiser lens
| UA |
FAQ
What is value optimization on Meta?
Value optimization is Meta's ad set goal to maximize total conversion value.
Not the same as
| Conversion optimization |
