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 the pixel to pass accurate purchase values and usually a minimum recent volume of 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?
A bidding option that optimizes for the total purchase value Meta expects to generate rather than the raw number of conversions, favoring higher-value buyers.
What does value optimization require?
Accurate purchase values passed by the pixel or Conversions API and enough recent value-based conversion volume for Meta to learn from.