The signal behind Meta’s pLTV bidding.

Meta’s pLTV Value Optimization, generally available since July 2026, bids on the lifetime value you predict for each new customer. Most advertisers do not have that prediction. Churney supplies it from your own data, was a launch partner in the beta, and most of its published results are on Meta.

Results on Meta

Each result is from the linked case study. A top app publisher runs Churney’s signal on Meta at up to $100k a day.

How it works on Meta

1. Read-only access to your warehouse: Snowflake, BigQuery, Databricks, Redshift or Athena. No SDK, no app changes, PII excluded or hashed.
2. A predicted long-term value for every new customer, within hours of the first event: install, trial start, sign-up or first order.
3. Sent to Meta through the web Conversions API, with the conversion event or as an AppendValue event within hours, on the same event and external IDs Meta already matches.
4. Your campaigns bid on it with pLTV Value Optimization. We prove it in a split test against your current setup, with the metric and the bar agreed in writing first.

Churney is the right fit if

• Meta is your largest acquisition channel and you want to use pLTV Value Optimization.
• Your value shows up after the first conversion: renewals, trial-to-paid, repeat orders.
• You spend $300k or more a month on paid acquisition and your data sits in a warehouse.
• The result has to hold up with finance: a split test, read on your own attribution.

FAQ

What is Meta pLTV Value Optimization?

An ad set setup on Meta: performance goal Maximize value of conversions, with pLTV as the conversion value. Meta then bids on the lifetime value you predict for each new customer, instead of the value of conversions inside the attribution window. Meta does not make the prediction: you send it, through the web Conversions API, with the conversion event or as an AppendValue event within 7 days. It needs at least 100 conversions a week and at least five distinct predicted values. Meta’s setup guide.

Does it work for app campaigns?

Not on app events yet: Meta's pLTV Value Optimization takes web Conversions API events. Apps that acquire through web-to-app funnels can use it today, as Blinkist and Headway do. For app-event campaigns, Churney sends predicted value for Meta's other value bidding through AppsFlyer or Adjust.

Where does the predicted value come from?

From a model trained on your own history. Churney reads your warehouse through a read-only share, predicts each new customer’s long-term value within hours of the first event, and sends it to Meta through the web Conversions API.

Was Churney part of Meta’s pLTV launch?

Yes. Churney was a launch partner in the pLTV Value Optimization beta, supplying predicted values to advertisers before the objective became generally available, and presented at Meta’s pLTV Practitioner Workshop in London in September 2026.

pLTV Value Optimization or NPVO?

Both can use Churney’s signal. In our side-by-side runs pLTV Value Optimization has done better, so new Meta pilots start there. Blinkist’s published result used NPVO.

What usually blocks a Meta pLTV launch?

Event and external ID matching. The predicted value has to land on the same person Meta saw convert. We check match keys and match quality before anything goes live.

Is Churney a Voyantis alternative on Meta?

Yes. Both send predicted lifetime value to Meta. Most of Churney’s published results are on Meta, each read against the advertiser’s own setup in a split test or holdout.

Meta’s guide: Set up maximize value of conversions for predicted lifetime value (pLTV). Also on Google Ads and TikTok. Comparing vendors? See Churney vs Voyantis.