Checks the spread first
Whether margins vary enough across your catalogue and orders to change what Meta prefers. When margin is a near-constant share of revenue, profit and revenue optimization behave almost the same.
SOLUTIONS / VALUE OPTIMIZATION
Meta value optimization for profit margin.
Revenue-based bidding treats a 50-dollar order with a 10-dollar margin as better than a 25-dollar order with a 20-dollar margin. Meta's value optimization for profit lets you optimize for the margin instead. Datahash sends order-level profit data to Meta privately through the Conversions API.
WHEN THIS IS YOU
The signs teams bring to us.
- Finance judges marketing on contribution margin while campaigns optimize on revenue.
- Your best-selling products are not your most profitable ones.
- Discounted, clearance, or low-margin orders look as good to bidding as full-price ones.
- You have order-level cost or margin data and it has never left your ERP.
What changes.
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You keep sending purchase value as today and add the order's margin alongside it through the Conversions API. The margin is shared privately with Meta; it is not visible to anyone outside your account.
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Campaigns choose profit margin as the conversion value with the "maximize value of conversions" goal. Meta reports a purchases margin column so the profit side of performance is visible in Ads Manager.
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Margin can be sent with the purchase or later, for businesses that calculate margin after returns, shipping, or fees are known.
What Datahash does.
Margin onto purchase events
Brings order-level margin from your ERP, order system, or warehouse onto your purchase events on the Signals delivery path.
Verified, then tested
Verifies the data in Events Manager and designs the test against your current setup with your media team or agency.
Revenue picks one order, profit picks the other.
The example mirrors Meta's own public illustration.
Illustrative. No client numbers.
How an engagement runs.
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Discover
Margin data sources, catalogue spread, and current Meta campaigns reviewed.
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Scope
Margin definition, real-time or later delivery, and the test design agreed, with a go or no-go on fit.
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Implement
Margin delivered with purchase events through Signals and verified in Events Manager.
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Measure and handover
Profit read against your current campaigns over at least three weeks with a holdout, documentation handed over.
IN ONE SENTENCE
Meta value optimization for profit is a Meta ads option that lets advertisers share order-level profit margin through the Conversions API and choose profit margin as the conversion value, so campaigns optimize toward profitable purchases rather than revenue alone.
Adjacent moves on the same stack.
Questions your team will ask.
Can every campaign use profit optimization?
Not every setup. Meta's profit margin option works with Sales campaigns optimizing for purchases on the "maximize value of conversions" goal, and your purchase events need order-level margin sent through the Conversions API. We check your account and campaign setup against Meta's requirements in discovery, before any build starts.
Does Meta see our margins?
Meta receives the margin value you send for each order, privately through the Conversions API, so that its models can optimize toward it. It is not visible to other advertisers or on your ads. If sharing raw margins is a concern, discuss it in scoping; the choice of what exactly to send is yours.
Will this help if all our products have similar margins?
Probably not much. When margin is roughly the same share of every order, optimizing for profit and for revenue lead to almost the same decisions. Profit optimization earns its keep when margins vary widely across products, categories, or order types, and we check that before anything is built.
What happens to our ROAS reporting?
Purchase ROAS keeps counting revenue against spend as today. Meta adds a purchases margin column so profit performance can be read alongside it. We set up the reporting view with your team so the test is judged on profit, the thing it is designed to improve.
NEXT STEP