Value Optimization

Value Optimization is a bidding goal that steers delivery toward users likely to spend more, not just users likely to convert.

You pass a purchase value with every conversion event, then set the ad set to optimize for value. Snapchat's model uses that signal to favor higher-value buyers, so a smaller count of purchases can return more revenue. It needs accurate value data in the pixel and a steady flow of conversions to learn from.

A store selling both a cheap basket and a premium bundle turns Value Optimization on. Delivery shifts toward users predicted to buy the bundle, and average order value climbs even as raw purchase count dips a little.

People switch it on without sending real purchase values. Feed it a flat placeholder or no value at all and the model optimizes toward noise. It also needs volume; below a consistent stream of purchases it has nothing to learn from and behaves like plain conversion bidding.

No clean value in the pixel, no value optimization out.