Meta made a series of big announcements related to optimization improvements. You can read about all of them here.

For now, let’s focus on Conversion Value Rules, which is an interesting way to bid on your most valuable customers.

How It Works

When running sales campaigns, you can optimize for Conversion Value rather than volume. Meta will then show your ads to the people most likely to make higher value purchases.

With this update, Meta will support optimizing for new definitions of value such as profit or predicted lifetime value. Conversion Value Rules will allow advertisers to “express which audiences or conversions they value more or less” to help better optimize.

Meta provided this example:

…an advertiser may determine that certain customer segments have 30% higher lifetime value and are willing to pay more to reach these customers.

This feature will allow them to “define a higher bid for just these customers without having to create a separate campaign.”

Lots of Questions

As interesting as this sounds, there are plenty of missing details that we may not know until this starts rolling out. How would this be controlled? How do advertisers define these customer segments? Where is the higher bid determined? This also seems to oppose the current trend of simplification, streamlining, and automation.

It’s not clear when Conversion Value Rules will roll out, but it’s something to watch for.

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