If you can, you should maximize value…
When using the Sales goal with a site conversion position (where a purchase is the conversion event), the default performance goal is Maximize conversions.
But if you qualify, you may want to consider a different approach.
Maximize quantity and value
When it comes to maximizing conversions, Meta only cares about one thing: getting you as many conversions as possible within your budget.
This isn’t necessarily a bad thing. But a better option may be to maximize value. Meta will focus on higher value purchases and return on ad spend.
Meta recommends this, but not everyone qualifies.
Eligibility requirements
First, you need to track purchase events within the past 7 days that have at least two different values. Maximizing value won’t help you if you only have one price point.
The more difficult threshold is that you also need to generate at least 30 attribution-optimized click-to-purchase Has a value older than 7 days. It’s not just because your Pixel received 30 conversions in the past week. They need attribution and clicks.
Should you use it?
It’s usually worth maximizing value if you can. Especially if you’re not getting the return on ad spend you need and you qualify for this method. Note that your CPA may increase because you may be getting fewer conversions.
Maximizing sales also gives you the option to use a ROAS target bidding strategy.
