Value optimization has been updated. Will it affect how you use it or the value that can be generated in your ad?
Let’s investigate…
What is value optimization?
When using sales or leading goals at a website conversion location, you can choose to use the Maximize Conversion Value performance goals.
The algorithm does not focus on the number of conversions, but rather on the high returns (ROAS) that generate advertising spend.
Of course, you need to use value-based conversion events, such as purchases. You can also set ROAS targets when using this performance target.
What is changing?
By default, META will use the 7-day click attribution setting. This is different from the typical default value, i.e., 7-day clicks and 1-day view when using “Maximize Conversions”.
What is changing is that advertisers now have the option to edit when optimizing value.
You can now add a 1-day view.
Why why?
Now, we can discuss this in a more in-depth way. Why didn’t the 1-day view include before? Why is it selected by default like all other conversions but by default?
I only have theory. Perhaps Meta knows that remote conversion rates are unlikely to return high-value results. But this still seems to be a strange explanation, because in this case the algorithm should naturally adjust the click conversion.
Anyway, the most important thing is that you have the option now. Experiment to see if adding a 1-day view will help improve overall value.
Have you tested it?
