MetaStep 4 of 5 on the chain
Value optimisation
Meta's ad set optimisation goal that bids toward the highest total conversion value rather than the highest conversion count. Meta's equivalent of Maximize conversion value.
Why it matters
The same idea with the same prerequisite: values that actually differ. Meta additionally requires a minimum volume of value-carrying events before the goal can be selected at all.
What goes wrong
Meta is stricter than Google about turning this on, which is arguably kinder: it refuses at the point of setup rather than accepting a flat feed and quietly doing nothing with it.
Next to this
- Value-based biddingBidding on what a conversion is worth rather than on how many conversions arrive.
- Conversions APIMetaMeta's server-to-server route for sending events, used alongside or instead of the browser pixel.
- Advantage+MetaMeta's family of automated campaign products, which hand targeting, placement and creative selection decisions to Meta's models.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.