Highest value

Highest value is one of Meta's spend-based bid strategies. It tells Meta to spend your whole budget while bidding for the people most likely to make high-value purchases, rather than the most purchases. It needs the Maximize value of conversions performance goal and conversion events that send a value. Unlike a ROAS goal, it sets no target, so it aims to spend fully and lets return vary.

How does Meta define highest value?

Meta's About highest value page: "Highest value is one of Meta's bid strategy options, meaning it tells us how to bid in the ad auction. When you use highest value, we aim to spend your budget and bid for the highest possible purchase values."

Meta says it is best if you:

• "Want to maximize the value of conversions, not just increase the number of conversions."
• "Want to spend your budget in full while focusing on getting higher value purchases."

On Meta's About bid strategies page it sits beside highest volume under spend-based bidding: "Spend your budget and focus on highest value purchases."

What do you need to use it?

From the highest value page: "you'll need to optimize your ad set for conversion value", and "you must have a functional Meta Pixel or SDK set up to track conversions events." It also says "Highest value requires a good distribution of values across different products."

Meta's Requirements to use Maximize value of conversions asks for an active integration (Conversions API, Meta pixel, Facebook SDK or a mobile measurement partner) and "A conversion event that sends a value and currency". For website conversions under "All other standard and custom events" it recommends "At least 100 conversion events with at least 5 distinct values over the past 14 days". It adds that "It may take a few weeks after meeting the requirements" before you can select the goal.

How is highest value different from ROAS goal?

Both chase value. The difference is whether there is a target. Meta's highest value page:

Highest value tells our system to try to spend your entire budget by the end of the ad set's schedule, while maximizing the amount of value you get from purchases. With ROAS goal, there's less likelihood of spending your budget in full. This is because Meta might not be able to constantly meet your ROAS goal.

Meta's two pages tell the same florist example differently. About highest value says the florist "aims to maximize value in the form of potential return on ad spend (ROAS)"; About bid strategies says the florist sells bouquets "while ROAS per sale doesn't matter". The second fits the strategy better: there is no ROAS target to hold.

How does value optimization pick people?

Meta's About maximizing the value of conversions page: it "prioritizes showing ads to people more likely to convert with higher value such as larger purchases, higher-value subscriptions or predicted lifetime value". Its worked example: on the same budget, optimizing for purchase count gets 4 purchases at a ROAS of 1.25, while maximizing value gets 3 purchases at 2.5, "higher ROAS even with fewer purchases."

How bids combine with estimated action rates and ad quality in the auction is in how Meta's ad auction picks which ad shows.

What it means for your ads

• Send real values. Meta says conversion values "work best when they reflect real differences in business outcomes and are sent consistently for every conversion." A flat value for every order gives the strategy nothing to rank.
• Expect fewer, bigger orders. Meta's example trades purchase count for return. Judge it on value, not on conversions.
• Check your value data first. Meta says highest value "requires a good distribution of values across different products". If your conversion events report nearly the same value every time, the strategy has little to tell apart. To weight a segment rather than a product, see value rules.

Common mistakes

• Expecting a guaranteed ROAS. Highest value sets no return target. If you need a floor on return, that is ROAS goal, with the risk of unspent budget.
• Switching on day one. Without the event volume above, the Maximize value of conversions goal may not be selectable yet, and Meta says "It may take a few weeks after meeting the requirements" before it is.

Sources

• About highest value — Meta Business Help Center (accessed October 24, 2026)
• About bid strategies — Meta Business Help Center (accessed October 24, 2026)
• Requirements to use Maximize value of conversions — Meta Business Help Center (accessed October 24, 2026)
• About maximizing the value of conversions using the sales campaign objective — Meta Business Help Center (accessed October 24, 2026)

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Meta revises these pages without notice, so check the source before acting on any of it.

Terrads makes ads for one product per run, so a higher-value product can get creative of its own instead of sharing your bestseller's.