Meta Update: Conversion Value Rules feature starts to roll out

Meta is rolling out Conversion Value Rules, a feature that enables advertisers to define which audiences or conversions are most valuable to their business. With this update, advertisers can manually make value adjustments that Meta will use when setting bids. Advertisers can also rank value rules in order, allowing Meta to better optimize campaigns. This means you can prioritize high-value customers without creating separate campaigns. 

What Are Conversion Value Rules?

Using Conversion Value Rules in Ads Manager, advertisers can: 

• Adjust bids for specific audiences directly within the interface. 

• Avoid relying on third-party tools or API integrations, which were previously required for similar features like Bid Multipliers. 

• Set value adjustments based on factors such as age and gender. Meta has not yet confirmed additional parameters that may be available in the future. 

This feature simplifies campaign management and provides a more accessible way to implement value-based bidding, helping advertisers optimize their budgets effectively. 

Getting Started

Conversion Value Rules are being rolled out to more accounts in the coming weeks and will be available in the updated advertising settings page within Business Manager. Once the feature is live, we recommend:

• Monitoring campaign performance closely before and after implementing rules.
• Adjusting the rules regularly based on campaign data to refine results.
• Prioritizing high-value audiences and focusing on metrics that align with your goals.

Maximizing Lifetime Value with Strategic Adjustments

Similar to Bid Multipliers, Conversion Value Rules allow advertisers to adjust their budgets based on audience behavior. For example:

• Age: If your data indicates that customers aged 25–34 generate a higher lifetime value for your business, you can apply a higher value adjustment to prioritize reaching this age group.
• Gender: If women tend to have a 30% higher lifetime value compared to other demographics, you can adjust your bids to reflect their importance to your business goals.

By focusing on lifetime value, Conversion Value Rules enable advertisers to spend more strategically, ensuring that budget allocation targets the audiences most likely to deliver long-term profitability.

Don’t miss out on this opportunity to enhance your campaign efficiency—get started with Conversion Value Rules today!

If you’re interested in learning more about how Conversion Value Rules can improve your campaigns, feel free to reach out to Nanna Mikkelsen, Senior Social Specialist, at [email protected].