Value over volume
Standard conversion optimization aims for the most conversions at a target cost; value optimization aims for the most revenue, biasing delivery toward people likely to spend more. It is what lets Meta run against a return goal rather than a cost goal.
What it requires
It needs accurate purchase values sent through the Conversions API, which Meta requires, alongside the pixel, plus enough recent value-based events to learn from. With clean value data it can lift ROAS; without it, it has nothing to optimize and defaults to guesswork.
Common questions
What is value optimization on Meta?
The maximize value of conversions performance goal, which optimizes for the total conversion value Meta expects to generate rather than the raw number of conversions, favoring higher-value buyers.
What does value optimization require?
Accurate purchase values sent through the Conversions API (required) and the Meta pixel, and enough recent value-based conversion volume for Meta to learn from.