Meta has expanded its 'Value rules' feature by adding the option to select 'Device platform,' allowing advertisers to adjust the value assigned to mobile versus desktop users. 'Value rules' enable advertisers to specify which audiences or conditions are more valuable to their business, guiding Meta's ad delivery algorithm accordingly without excluding any audience segments.
With the new 'Device platform' criterion, advertisers can increase or decrease bids to prioritize ad delivery on mobile or desktop devices based on their own data insights. For example, if desktop buyers have a higher lifetime value (LTV) due to stronger purchase intent and lower return rates, advertisers might increase bids for desktop users to maximize value.
This feature helps advertisers make data-driven decisions to optimize ad spend by focusing on more valuable user segments while still allowing the algorithm to explore other opportunities.
