Readiness checked first
Checks your account against Meta's requirements before anything is built, and tells you plainly if it is not ready.
SOLUTIONS / VALUE OPTIMIZATION
Predicted lifetime value for Meta, sent through Conversions API.
Tell Meta what a new customer is likely to be worth over time, early in their life with you, so value optimization finds more of the customers who stay. Datahash is a Meta Business Partner.
WHEN THIS IS YOU
The signs teams bring to us.
- Your best customers are worth many times your average, and nothing in your campaigns knows that.
- First-order value is a poor guide to who renews, reorders, or upgrades.
- You run free trials or low first-purchase offers, so the value Meta sees on day one is close to zero for everyone.
- You already send Web CAPI and want the next lever beyond match quality.
What changes.
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Meta's value optimization learns from the value attached to the conversion event. With pLTV, that value is your prediction of the customer's future worth instead of the checkout amount.
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The conversion event is where you acquire the customer: a purchase, a subscription, a trial start, a registration. Meta publishes which events support pLTV and allows one pLTV event per dataset.
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The prediction can be sent with the conversion event, or up to 7 days later if it is more accurate with a few days of behaviour, per Meta's integration guidance.
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Results are read on pLTV ROAS in Ads Manager and compared against your existing campaigns.
Who is eligible.
Meta's public requirements for pLTV, checked on 28 September 2026.
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A web Conversions API integration, existing or ready to build. Meta does not support app events for pLTV at present.
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A prediction model validated in some way, for example one already used for measurement or budget decisions.
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Predictions with at least five distinct positive values, the highest at least three times the lowest.
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At least 100 conversion events per week attributed to Meta for each of the last four weeks.
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A dataset outside Core Setup.
Source: Meta's pLTV integration guidance
What Datahash does.
Prediction on the conversion event
Connects the prediction to the conversion event on the Signals delivery path, deduplicated and matched like the rest of your Meta events.
Verified until onboarding clears
Verifies the setup in Events Manager until the dataset clears onboarding, then designs the first test against your current campaigns.
Same first order, different futures.
Illustrative. No client numbers.
How an engagement runs.
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Discover
Business model, conversion event, data sources, and Meta eligibility reviewed.
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Scope
Which prediction to send, with the event or later, and the test plan agreed, with a go or no-go on fit.
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Implement
Prediction delivered with the conversion event through Signals and verified in Events Manager; Meta advises allowing roughly two weeks for its models to train before the first campaign.
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Measure and handover
pLTV campaign read against your baseline, documentation handed over, owner named on your side.
IN ONE SENTENCE
Predicted lifetime value (pLTV) optimization is a Meta value optimization option where an advertiser sends its own prediction of each new customer's long-term value through the Conversions API, and Meta optimizes delivery toward people expected to be worth the most over time.
Questions your team will ask.
What if we do not have a lifetime value model yet?
Meta requires a prediction that has been validated in some way before it will optimize on it. Where that prediction comes from, and what it takes to get one in place from the data you already hold, is something our consultants work through with you in discovery. Book a working session and bring whoever owns your customer data.
Can we use pLTV on app campaigns?
Not today. Meta's published guidance supports pLTV on web Conversions API integrations only. If most of your acquisition runs through app campaigns, we will say so in scoping and look at what value signal your app stack can send instead.
How is this different from sending purchase value?
Purchase value tells Meta what the first order was worth. pLTV tells Meta what you expect the customer to be worth over time. For businesses where first orders are small or similar and later behaviour varies a lot, that difference is exactly what bidding needs to see.
Does sending pLTV mean sharing our model with Meta?
No. Meta receives a predicted value per conversion, not the model, its inputs, or its logic. The value travels on the same hashed, consented Conversions API path as the rest of your events, so nothing about how you predict customer value leaves your control.
How much conversion volume do we need?
Meta's published minimum is 100 conversion events per week attributed to Meta, for each of the last four weeks. Below that, the priority is usually fixing signal coverage and match quality first, which we can do on the same engagement.
How do we know it worked?
Meta recommends running the pLTV campaign against your existing baseline and reading results on pLTV ROAS in Ads Manager. ROAS across different optimization settings is not directly comparable, so the test design, the comparison, and the read date are agreed upfront, before the first campaign spends.
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