Meta has expanded its suite of products to allow advertisers to share information about the outcomes they value and measuring success with Value Optimisation, Incremental Attribution, and Value Rules.
This expansion comes as marketers increasing centre focus on conversions that generate the specific business results such as maximising profit, to driving subscriptions that won’t churn, to reaching a certain demographic.
Meta said in a recent test they conducted, advertisers who used the “maximise value of conversions” performance goal instead of optimising for the total number of conversions achieved on average a 12% higher return on ad spend (ROAS).
The tech giant said its goal with the expanding its suite of products is to help advertisers guide its ads system to optimise for the outcomes that are most important to the business.
Damian Kim, Director of Product, APAC Monetization, Meta, said: “AI is the defining theme of the current tech cycle, and one of the things that we’re quite excited about is we can see very clear use cases for applying this technology in the advertising and marketing space.
“In terms of what is very visible and what folks are often interacting with generative AI is already being used to help with the production of creative assets and building a wider array of options that can improve performance.
“So, effectively, a business can really, in a scalable and easier way, tailor creative and tailor messaging to different customers in more personalised ways.
“We are implementing these kind of AI tools across our interfaces so that we can provide this type of assistance and make it easily accessible.”
How Meta defines business KPI an advertiser wants to achieve
One way Meta is allowing advertisers to optimise for the outcomes through Value Optimisation to help hit multiple KPIs.
Meta’s updated value optimisation tool, which is now globally available, delivers an average 12% higher return compared to conversion volume alone. According to the platform, $500 in revenue from 3 sales for ROAS 2.5 is preferred over $400 from 4 sales ROAS of 2.
Currently in testing is the availability for advertisers to send information through its Conversions API that highlights the profit driven from a sale. Meta said advertisers can use it to help focus on driving ROAS where the return is based on profit, rather than size of a purchase.
Meta is also offering expanded optimisation tools for advertisers measuring ROAS globally through non-purchase events such as first-time buyers or subscription sign-ups. Advertisers can use “maximise value of conversions” performance goal, brands can assign value to any custom or standard event. This solution helping advertisers drive stronger outcomes beyond direct sales.
Beauty brand Laura Geller used Value Optimisation to improve ROAS in campaigns focused on acquiring new customers. The Value Optimisation tool paired with a custom event of ‘first-time purchaser’ instructed Meta’s ads system to prioritise acquiring new customers who would generate high ROAS, rather than solely focusing on new customer acquisition. Through this, the beauty brand was able to increase ROAS by 46%.
Meta’s solutions to measuring campaign success across channels
The tech giant is offering two solutions to align with what matters most to advertisers using different methods to measure ROI.
For incrementality-based measurement, Meta’s Incremental Attribution tool, now globally available, optimises and reports in real time.
The tool delivers an average 46% more incremental conversions and advertisers can enable it directly in Ads Manager without prior testing.
For multitouch attribution tool users, advertisers can now share detailed click-level attribution data via integrations with partners like Adobe, Northbeam, Rockerbox, and Triple Whale. The tool powers its Custom
Attribution feature and allows brands to optimise based on its analytics insights.
Expanding Value Rules to more advertisers
Meta has also expanded availability of Value Rules which gives advertisers the option to set up rules in Ads Manager that assign higher value to certain types of customers, giving them another way to steer its AI-powered ads system towards higher ROAS outcomes.
Advertisers can now share business insights with Meta to guide bidding based on what drives the most value. For example, if a certain age group tends to be repeat buyers, an advertiser can use Value Rules to bid more for that group, knowing it boosts lifetime value.
Ben Schreiber, CMO of Latico Leathers, called the availability of Value Rules as a “game changer’ for the business. “We zoned in on the 45-54 female demographic, increasing bids to this demographic by 75%. This allowed us to put more focus on an audience that we know typically has higher purchase value, while also maintaining broad targeting that would unlock additional sales and help us discover new potential audiences.”
The Value Optimisation and Value Rules tools give advertisers more control to define what matters, so Meta can better support their business goals.
Kim concluded: “As these products becomes globally available we’re very excited about sort of getting more of these case studies and making this easier to access for a large range of our advertisers.
“The aim of this collection of new products with value rules, value optimisation and incremental attribution is giving advertisers more control and providing them a way to tell us what it is they want to achieve and using that information to actually train our system and to tailor our system to deliver those results with the tools and the solutions that we have.”
Top image: Damian Kim