• by Colin Kirkland , Yesterday

In an effort to give advertisers tools that help them focus on optimizing the most “valuable” conversions for their overall strategy, Meta is expanding its suite of ad products designed to streamline specific campaign objectives.

In a recent statement, Meta makes the argument that depending on a brand's overall goals, not all conversions are equal. For example, some businesses want to maximize their profits, while others are devoted to growing their target audience.

Meta's new ad expansions -- which update the company’s “Value Optimization,” “Incremental Attribution” and “Value Rules” tools -- are designed to help advertisers tackle multiple KPIs.

For value optimization, Meta now offers businesses the option to more clearly define their desired campaign outcome. According to the company, “a business using value optimization with a $200 campaign budget would prefer $500 in revenue from 3 sales for a ROAS of 2.5 over $400 in revenue from 4 sales for ROAS of 1.25.”

In a recent test, Meta says, advertisers that used the “maximize value of conversions” performance goal rather than optimizing for the total number of conversions achieved a 12% higher ROAS on average.

To help advertisers determine the correct sales price for a product, Meta has also begun asking advertisers to send information through the platform's Conversions API that highlights the profit driven from a sale so Meta can use its system to drive ROAS where the return is based on profit, “instead of the size of a purchase.”

For brands focused on driving ROAS from the value of events outside of a purchase -- such as someone’s first purchase or subscription sign-up -- Meta now gives advertisers the ability to use the “maximize value of conversions” performance goal across any event they choose.

In addition, Meta is rolling out its Incremental Attribution update globally, which the company says optimizes for and reports on incremental conversions in real-time.

According to the company's internal tests, advertisers that tested the tool saw an average increase of 46% in incremental conversions compared to their “business-as-usual campaigns.”

The company's Value Rules tool is now rolling out to more advertisers, in an effort to help brands create rules in Ads Manager that assign a higher value to certain types of customers.

“An advertiser who knows that a certain age group is typically more likely to be a repeat purchaser could create a rule that would have them bid more for these customers, since they know that they likely will have higher lifetime value and ultimately help their bottom line,” the company explains.

This news comes after reports about the tech giant’s possible plans to automate the entire ad creation process by 2026 across Instagram, Facebook and Threads. 

A Meta spokesperson told MediaPost that the company is focused on giving advertisers the ability to make more specific decisions about what they want their campaigns to achieve.