You should maximize value if you can…
Default value when using sales goal with website conversion position where purchase is the conversion event performance goals is for Maximize conversions.
But if you qualify, you may want to consider a different approach.
Maximize quantity and value
When it comes to maximizing conversions, Meta only cares about one thing: getting you as many conversions as possible within your budget.
This isn’t necessarily a bad thing. But a better option may be to maximize value. Meta will focus on higher value purchases and return on ad spend.
Meta recommends this, but not everyone qualified.
Eligibility requirements
First, you need to track purchase events with at least two different values within the past 7 days. Maximizing value won’t help you if you only have one price point.
The more difficult threshold is that you also need to generate at least 30 attributed to Optimize click-to-buy Has a value older than 7 days. It’s not just because your Pixel got 30 conversions in the past week. They need to be attributed and Click to browse.
Should you use it?
It’s usually worth maximizing value if you can. Especially if you’re not getting the return on ad spend you need and you qualify for this method. Note that your cost per conversion may go up because you may be getting fewer conversions.
Maximizing volume also gives you the option to use ROAS target Bidding strategy.
