Flexibility is fast becoming the golden rule in digital advertising — and Meta’s latest expansion of its ad performance suite is making it easier than ever for brands to get more out of every dollar.

Rather than simply chase the highest number of conversions, Meta now empowers advertisers to define exactly which conversions matter most. With updated features like Value Optimization, Incremental Attribution, and Value Rules, brands can now tell Meta’s AI what outcomes they value most — whether it’s high-margin purchases, loyal customers, or non-purchase actions like subscriptions or first-time signups.

Tests show the shift in strategy works: advertisers using Meta’s “maximize value of conversions” goal reported a 12% average increase in return on ad spend (ROAS) compared to those optimizing for volume alone. That means smarter spending and better bottom lines, especially in competitive industries where not all conversions are created equal.

Advertisers can now feed Meta granular data through the Conversions API, allowing for even more tailored optimization — such as maximizing profit-based ROAS or targeting custom non-purchase events. One standout example is Laura Geller Beauty, which used the system to prioritize first-time buyers and saw a 46% ROAS boost versus business-as-usual campaigns.

To help advertisers measure success on their own terms, Meta has globally rolled out Incremental Attribution — the only tool that optimizes for and reports on real-time incremental conversions. Marketers using this feature saw a 46% bump in incremental results, all without needing to run complex lift tests themselves.

Meta is also opening the door to third-party data integrations. Tools like Adobe, Northbeam, and Triple Whale now allow advertisers to feed click-level attribution insights into Meta’s ecosystem via the upcoming Custom Attribution feature.

Finally, Value Rules lets advertisers assign higher value to specific customer traits. Latico Leathers’ CMO Ben Schreiber used it to increase bids by 75% for the 45–54 female demographic, resulting in stronger lifetime value from a core audience — all while keeping targeting broad enough to reach new customers.

Meta’s full announcement and details are available here:
👉 Optimize Conversions for Business Values