ROAS goal optimization

Metas ROAS goal optimization is now available for any conversion event, not just purchases. This gives advertisers more flexibility to focus on what truly matters to their business, whether that's subscriptions, app signups, or first-time purchases, not just sales revenue.

What is ROAS Goal Optimization?

ROAS (Return on Ad Spend) goal optimization lets you tell Meta to maximize the value of conversions relative to your ad spend. Instead of simply getting more conversions, Meta’s system focuses on delivering higher-value outcomes, helping you reach your ideal return on investment.

Previously, this optimisation was tied strictly to the Purchase event. Now, advertisers can apply it to any standard or custom event, as long as that event includes a value parameter.

Who Can Use ROAS Goal Optimization?

ROAS goal optimization is being rolled out globally. Once available to your account, you can apply it

You’ll need to pass a value parameter with your even, whether through the Meta Pixel or Conversions AP- to unlock this optimization.

What Has Changed with ROAS goal optimization?

Before, if your business didn’t rely on traditional eCommerce purchases, you couldn’t fully use Meta’s ROAS-based value optimization.

You had to optimize for volume or use less relevant event types just to access value-based bidding.

Now, Meta’s “maximize value of conversions” goal works across any event.

This update reflects a shift in Meta's ad ecosystem: performance is no longer just about conversions—it's about valuable conversions.

Final Tip: Include Value in Your Events

To take advantage of ROAS goal optimization, make sure your conversion events- whether custom or standard, include a value parameter. This enables Meta to evaluate performance and adjust bidding based on your defined return expectations.