E-commerce with long consideration
Optimize for the value of an earlier event instead of a purchase that arrives after the learning window.
SOLUTIONS / VALUE OPTIMIZATION
Value optimization on Meta, for events before or beyond the purchase.
When purchase comes too late, too rarely, or does not capture what you care about, Meta can now optimize for the value of another event: add to cart, registration, first deposit, subscription, a qualified lead, or a custom event you define. Datahash sends those values through the Conversions API.
WHEN THIS IS YOU
The signs teams bring to us.
- Your customers take weeks to buy, so purchase is too slow for Meta to learn from.
- You run lead campaigns and every lead counts the same to Meta, while sales can tell you which ones matter.
- You care about a number Meta never sees: first deposit size, subscription tier, new-customer revenue, a quality score.
- You exclude existing customers in targeting but your optimization still rewards them.
What changes.
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The value can be money, an estimate of money, or another metric that tracks your real goal. What matters is that a higher value means a better business outcome.
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On the Sales objective, it works for website conversions: optimize for add to cart value where sales land after 7 days, first-time deposits in real-money gaming, subscription value, or a custom event such as new-customer purchase.
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On the Leads objective, lead value optimization uses a value per lead, a lead-quality score or an estimated revenue per lead, sent with the lead event or shortly after it through the Conversions API.
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Custom events make targeting and value work together. A "new customer purchase" event with its own value tells Meta to prioritise new buyers, and different value definitions can be tested against each other as separate events.
Use cases we see.
Real-money gaming
Optimize for first-time deposit value, not registrations.
Lead-based businesses (banking, insurance, auto, B2B, education)
Optimize for lead quality or expected revenue, scored from your CRM history.
Lead aggregators and publishers
Optimize for the revenue each lead or visit actually earns.
Retail and D2C focused on growth
Optimize for new-customer purchase value. Meta's own example: beauty brand Laura Geller paired value optimization with a first-time purchaser event and raised ROAS by 46% against its usual new-customer campaigns (Meta for Business, 4 June 2025).
What Datahash does.
Event and value, defined with you
Works out with you which event and which value represent the goal, and whether the data to compute that value exists in your CRM, order history, or warehouse.
Sent through the Conversions API
Sends the event and its value through the Conversions API on the Signals delivery path, consistent with the Pixel where both run.
Eligibility checked first
Checks the values against Meta's eligibility requirements before any campaign is set up, since value optimization needs enough variation in values to learn from.
Test designed and read
Designs the test against your current campaigns with your media team or agency, and reads the event's own value ROAS, which Meta does not show by default.
The value rides on an earlier event.
Illustrative. No client numbers.
How an engagement runs.
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Discover
Business goal, candidate events, value sources, and current Meta setup reviewed.
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Scope
Event and value definition, Sales or Leads objective, and test design agreed, with a go or no-go on fit.
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Implement
Events and values delivered through Signals and verified in Events Manager; Meta needs time to train on new values before a test starts.
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Measure and handover
Test read against business as usual over at least three weeks, reporting set up for the event's value ROAS, documentation handed over.
IN ONE SENTENCE
Meta non-purchase value optimization (NPVO) lets advertisers attach a value to conversion events other than purchase, such as registrations, leads, deposits, or custom events, and use the "maximize value of conversions" goal so Meta finds people likely to generate the most of that value.
Adjacent moves on the same stack.
Questions your team will ask.
Does the value have to be money?
No. Meta accepts any value that tracks your real business goal, as long as a higher value means a better outcome. Monetary values are usually the strongest, but an estimated revenue, a lead-quality score, or a count such as sessions can work. If you use a score, the relative gaps between scores should reflect how much more you care about one customer than another.
Can lead campaigns use value optimization?
Yes. On the Leads objective, Meta can optimize toward a value per lead instead of lead count. The value can be a lead-quality score or an estimated revenue per lead, sent through the Conversions API with the lead or shortly after it. We confirm your account's eligibility against Meta's requirements in discovery, before anything is built.
Can we use it for app campaigns?
Meta's non-purchase value optimization is built for website conversions today. If most of your acquisition runs through app campaigns, discovery shows whether web conversions or another value signal fits better, before anything is built, so you are not paying for a setup your campaigns cannot use.
How is this different from optimizing for the event itself?
Optimizing for an event finds more people who do it. Value optimization finds people who do it with the highest value. Two advertisers can get the same number of registrations; the one sending registration values gets the registrants who are worth more.
How long before we see results?
Meta needs roughly a week of values to train on before a test, then a test period of at least three weeks, because the system takes one to two weeks to reach its long-term performance. We plan the test calendar with that in mind so nobody reads results too early.
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