Maximize value of conversions
- Also called Value optimization
- Updated October 28, 2026
Maximize value of conversions, also called value optimization, is a Meta ad set performance goal. Instead of getting the most conversions for the budget, it tells delivery to find the people likely to bring the most value: bigger orders, pricier subscriptions or a higher predicted lifetime value. It needs conversion events that send a value, and it sits mainly under the Sales objective.
How does Meta define maximize value of conversions?
Meta's About maximizing the value of conversions page:
Maximize value of conversions (value optimization) is a performance goal that helps you get the highest total conversion value from your budget. Instead of focusing on getting the most conversions at the lowest cost, it prioritizes showing ads to people more likely to convert with higher value such as larger purchases, higher-value subscriptions or predicted lifetime value (pLTV).
A performance goal is what the auction bids on. Meta's About performance goals page calls it "the desired outcome that our system bids on in the ad auction." So this goal changes which people your bid strategy competes for. How a bid becomes an auction score is in how Meta's ad auction picks which ad shows.
Where it is offered: the about page says it "is also available to optimize App promotion campaigns for purchase values. All other optimizations are only available for web campaigns under the Sales objective."
What counts as a conversion value?
Meta: "Conversion value is the number you send with a conversion to tell Meta what it's worth to your business." It names three kinds:
| Value type | What Meta says |
|---|---|
| Purchase and non-purchase | "The monetary value of a conversion such as purchase total, subscription payment, or free trial signups." |
| Predicted lifetime value (pLTV) | "sent up to 7 days after the conversion event", and needs a model with "at least 5 unique values, all of which must be non-negative." |
| Custom events | "the most common non-purchase values", defined "according to any internal KPI that you want to maximize." |
A custom event has to be "reviewed in Events Manager" before you can optimize for it.
What do you need before you can use it?
Two Meta pages describe the setup differently. The about page says you "send value signals to Meta using Conversions API (required) and Meta Pixel." Meta's Requirements to use Maximize value of conversions page asks only for "An active integration, such as Conversions API, Meta pixel, Facebook SDK or Mobile Measurement Partner (MMP)", plus "A conversion event that sends a value and currency." If you run on the pixel alone, check whether the goal shows up for your ad set.
The requirements page also sets the event volume. For website events, "At least 100 conversion events with at least 5 distinct values over the past 14 days (recommended)." For in-app purchases, "At least 15 in-app purchases with values over the last 7 days." Then a wait: "It may take a few weeks after meeting the requirements", and Ads Manager "may appear to meet the thresholds before the system has enough data".
How is it different from highest value and ROAS goal?
Maximize value of conversions is the goal. Highest value and ROAS goal are bid strategies that run on top of it. Highest value spends the budget with no target. ROAS goal, per Meta's About cost and bid controls page, "is only available when you choose Maximize value of conversions as your ad set's performance goal." Meta's advice is to start without the target: "Test initially without a ROAS goal to understand the performance of your non-ROAS campaigns."
Meta's worked example on the about page: on the same budget, optimizing for the number of purchases gets 4 purchases at a ROAS of 1.25, and maximizing value gets 3 at 2.5. It "drives higher ROAS even with fewer purchases."
What it means for your ads
- Plan a three-week test. Meta: "Set up your first test for at least 3 weeks, aiming for 50+ conversions per week (100+ for predicted lifetime value)", because "peak performance is typically reached after 2 weeks".
- Judge it on value. Meta warns "You may see a higher cost per result" and "fewer total conversions", so compare the value of conversions and leave a rising cost per result out of the verdict.
- Meta says performance "typically improves after the learning phase (usually minimum 1 week)". See learning phase.
- Send values that differ. Meta says values "work best when they reflect real differences in business outcomes and are sent consistently for every conversion." To weight an audience or placement instead, use value rules.
Common mistakes
- Comparing it to a conversions campaign on cost per purchase. The goal trades purchase count for order value by design.
- Expecting app value optimization for every event. Meta's setup steps note that "App is not available for events other than purchase."
Sources
- About maximizing the value of conversions using the sales campaign objective — Meta Business Help Center (accessed October 28, 2026)
- Requirements to use Maximize value of conversions — Meta Business Help Center (accessed October 28, 2026)
- About performance goals — Meta Business Help Center (accessed October 28, 2026)
- About cost and bid controls — Meta Business Help Center (accessed October 28, 2026)
Meta revises these pages without notice, so check the source before acting on any of it.
Terrads starts every ad from the product photos in your brand kit, so the pricier products you want value optimization to sell can each have ads that show them.