Meta’s Latest Conversion Optimization Updates—Here’s What You Need to Know
Meta’s latest announcement reveals two upcoming updates that could change the way you optimize your campaigns. Here’s what they are, along with expert tips to help you prepare now!
Conversion Value Rules Testing
What it is
Meta is testing a new feature called Conversion Value Rules. Businesses can use this feature to express which audiences or conversions they value more or less such as profit or predicted lifetime value (LTV).
Hypothesis
This update provides an opportunity to test hypotheses and uncover which audience is most important for your business. Here’s the hypothesis we propose you test out.
Hypothesis: Higher Lifetime Value Customers Yield Better ROI
🎯 Objective: Validate whether targeting customers with a 30% higher lifetime value (CLV) leads to better ROI over time.
- Identify a segment of customers with a 30% higher predicted lifetime value compared to your average customer base.
- Allocate 20-30% of your budget to target this segment specifically using Meta Ads’ Conversion Value Rules.
- Compare ROAS, CR, CPA and overall revenue from this segment vs. lower CLV customers.
Expert tips
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