Value optimization for any non-purchase events?
Assume you haven’t. This is what we know…
announcement
In a recent message about the conversion tool update, Meta shared the following information:
If the advertiser cares about the ROA based on the value of events other than purchase [expanding globally]
Optimizing value allows advertisers to obtain delivery algorithms to prioritize the return on ad spend, not just purchases (maximizing value vs. maximizing conversion quantity).
However, when optimizing value, advertisers are asked to use purchase standard events. META acknowledges that some advertisers allocate value to events other than purchases. They can use custom events or other non-purchase standard events.
So Meta said:
…We introduce methods for optimization for ROA with non-purchased event values and are expanding globally. Advertisers can now use the performance goal of “maximize conversion value” in any campaign they wish…
Do you have it?
In the video above, I was able to prove that I was able to set value optimizations for custom events. This hasn’t been the case since the video was recorded. There is a reason for this, and I will cover it in a future video.
Note that Meta has also announced that it will expand its value optimization to focus on profit margins rather than the returns on advertising spend. Learn about this here.
Can you choose to use any non-purchase events to optimize value? Will you use it?
