Meta Ads has introduced a new feature allowing ROAS goal optimization for any custom event, removing the previous restriction of requiring a 'Purchase' event.
Key Changes
- Previously, maximizing conversion value required selecting a 'Purchase Conversion Event'.
- Now, advertisers can optimize for ROAS using custom events or non-purchase standard events such as:
- First purchase
- Subscription signup
- View content
- Add to wishlist
- Any other event chosen for optimization
Benefits
- Enables setting a value for non-purchase events.
- Allows calculation of ideal ROAS based on the value linked to the custom event.
Important Note
To use this feature, ensure the value parameter is added to your custom event so Meta Ads can utilize it for ROAS optimization.
