There’s an update to value optimization. Will it impact how you use it or the value you can generate with your ads?
Let’s investigate…
What is Value Optimization?
When using the Sales or Leads objectives with the website conversion location, you have the option to use the “Maximize Value of Conversions” performance goal.
Instead of focusing on the number of conversions, the algorithm will be more concerned about generating a high Return on Ad Spend (ROAS).
You’ll need to use a value-based conversion event, of course, like purchase. You can also set a ROAS Goal when using this performance goal.
What is Changing?
By default, Meta will use the 7-day click attribution setting. This is different from the typical default which is 7-day click and 1-day view when using “Maximize Number of Conversions.”
What’s changing is that advertisers now have the option to edit this when optimizing for value.
You can now add 1-day view.
Why Though?
Now, we could get into a much deeper discussion about this. Why wasn’t 1-day view included before? Why is it available but not selected by default like all other conversions?
I only have theories. Maybe Meta knows that view-through conversions are less likely to return high-value results. But that still seems like an odd explanation since the algorithm should then naturally adjust for click-through conversions in that case.
Regardless, the main thing is that you have the option now. Experiment and see if the addition of 1-day view helps improve overall value.
Have you tested this out yet?
