---
title: VALUE BASED OPTIMIZATION/BIDDING WITH PROFIT IN META USING THE CONVERSION BOOSTER
description: VALUE BASED OPTIMIZATION/BIDDING WITH PROFIT IN META USING THE CONVERSION BOOSTER
---
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# VALUE BASED OPTIMIZATION/BIDDING WITH PROFIT IN META USING THE CONVERSION BOOSTER
## How to send order-level profit to Meta through Conversion Booster and run Sales campaigns that optimise for profit instead of revenue.
**Profit-Based Value Optimization in Meta with ProfitMetrics Conversion Booster**
Meta's Value Optimization for Profit lets Sales campaigns optimise for the profit each order makes, not just its revenue. Conversion Booster for Meta works out that profit order by order from your actual costs and sends it to Meta through the Conversions API. This article covers why profit is a better signal, what Meta needs before you start, the seven setup steps, how to test and report on the results, and how to use the eight ProfitMetrics custom events.
**On this page**
- [Why optimise Meta Ads for profit](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#Why-optimise)
- [How ProfitMetrics calculates the value sent to Meta](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#how-profitmetrics)
- [Why accurate cost data matters](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#why-accurate)
- [Who should use Value Optimization for Profit](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#who-should)
- [Requirements before you start](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#requirements-before)
- [Two ways ProfitMetrics sends profit to Meta](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#two-ways)
- [Setup part 1: send profit to Meta](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#setup-part1)
- [Setup part 2: create the profit-optimised campaign](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#setup-part2)
- [How to test profit optimisation](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#how-totest)
- [ROAS vs POAS](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#roas-poas)
- [Reporting profit in Meta Ads Manager](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#reporting-profit)
- [ProfitMetrics custom events for Meta](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#profitmetrics-custom)
- [How much volume a custom event needs](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#how-much-volume)
- [How to activate the custom events in Meta](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#how-toactivate)
- [Why Meta and your webshop show different numbers](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#why-meta)
- [Troubleshooting](https://knowledge.profitmetrics.io/profit-based-value-optimization-in-meta-with-profitmetrics-conversion-booster#troubleshooting)
---
### Why optimise Meta Ads for profit
Standard Meta optimisation targets conversion volume or purchase value. That works when every order carries roughly the same margin, which isn't the case for most ecommerce businesses. Product costs, discounts, shipping (including free shipping you pay for), payment fees, packaging and handling, VAT treatment, the mix of products in the basket and the type of customer all change from order to order. A campaign with a high ROAS can still make relatively little profit.
Take two €300 orders. One makes €120 in gross profit, the other €35. Revenue-based optimisation treats them as equally valuable. Profit-based optimisation lets Meta learn which users, products, campaigns and buying patterns produce the most actual business value.
| Optimising for | What Meta asks |
| --- | --- |
| **Revenue** | Which users are most likely to generate the highest purchase value? |
| **Profit** | Which users are most likely to generate the highest profit value? |
That difference can change where the algorithm spends your budget. Meta's partner material reports an average 14.7% increase in profit ROAS among advertisers using Value Optimization for Profit, from an internal study of 271 campaigns across 79 accounts.
---
### How ProfitMetrics calculates the value sent to Meta
ProfitMetrics doesn't apply one fixed margin percentage to every conversion. It calculates gross profit for each order: revenue minus whichever of these your setup includes:
- VAT or sales tax
- Cost of goods sold, including product-specific cost prices
- Shipping costs, including free shipping that you pay for
- Payment fees
- Packaging and handling costs
- Discounts
- Any other variable costs you've configured
For example:
| Order component | Value |
| --- | --- |
| **Revenue excluding VAT** | €300.00 |
| **Product costs** | −€200.00 |
| **Shipping** | −€8.00 |
| **Payment processing** | −€9.30 |
| **Packaging** | −€1.20 |
| **Gross profit** | **€81.50** |
Conversion Booster sends this value to Meta server-side. Instead of only seeing a €300 purchase, Meta can receive both the €300 revenue and the €81.50 gross profit.
---
### Why accurate cost data matters
Meta's profit optimisation is only as good as the profit figure it receives. If every product carries the same fixed margin, profit moves in step with revenue and Meta learns almost nothing it didn't already know.
| Product | Same 30% margin | Real margins |
| --- | --- | --- |
| **Product A (€100 revenue)** | €30 profit | €50 profit |
| **Product B (€200 revenue)** | €60 profit | €25 profit |
With a fixed margin, revenue and profit point the same way. With real margins, revenue optimisation still prefers Product B, while profit optimisation can see that Product A makes twice as much profit.
This is where Value Optimization for Profit earns its keep. Meta specifically recommends that advertisers with fairly constant margins include additional costs in their profit calculation, so the profit signal ends up meaningfully different from revenue.
---
### Who should use Value Optimization for Profit
It's most useful for:
- Ecommerce stores with different margins across products
- Multi-brand retailers and marketplaces
- DTC brands
- Businesses with significant shipping costs, or that offer free shipping
- Businesses with product-specific COGS
- Advertisers running frequent discounts
- Companies where ROAS doesn't reflect actual profitability
- Marketing teams measured on contribution margin or bottom-line profit
It adds little when every order has nearly identical economics.
---
### Requirements before you start
Meta currently recommends the following before you switch a campaign to Value Optimization for Profit:
| Requirement | Meta's recommendation |
| --- | --- |
| **Purchase volume** | 100+ Purchase conversions per week over the previous four weeks |
| **Profit-value variation** | At least 5 different profit-margin values |
| **Campaign budget** | Enough to generate around 30 conversions per day |
| **Testing period** | At least 3 weeks, including the initial learning period |
The algorithm needs variation in profit to learn which conversions are worth more. Expect weaker performance in the first week while it adapts to the new value.
---
### Two ways ProfitMetrics sends profit to Meta
Conversion Booster can send profit to Meta in two ways, and they do different jobs.
| Approach | What it does |
| --- | --- |
| **Meta Value Optimization for Profit** | Meta's native profit optimisation. ProfitMetrics adds the order-level profit to the standard Purchase event, and in Ads Manager you set **Conversion value** to **Profit margin**. Meta still optimises for Purchase, but each Purchase now carries its profit. Most of this article covers this setup. |
| **ProfitMetrics custom events** | Eight extra server-side events. Use them for reporting and, once they have enough volume, for more specialised bidding such as optimising for new-customer profit. See [ProfitMetrics custom events for Meta](https://f0c8x05gmsm.slack-mcps.com/mcp-sandbox-proxy?csp=%7B%22resourceDomains%22%3A%5B%22https%3A%2F%2Funpkg.com%22%2C%22https%3A%2F%2Fcdn.jsdelivr.net%22%2C%22https%3A%2F%2Fcdnjs.cloudflare.com%22%2C%22https%3A%2F%2Fcdn.tailwindcss.com%22%2C%22https%3A%2F%2Ffonts.googleapis.com%22%2C%22https%3A%2F%2Ffonts.gstatic.com%22%5D%7D&allow_surface_comments=1#custom-events). |
**NOTE:** You don't need to replace the native Purchase event with `PMGrossProfit` to use Value Optimization for Profit. It runs on the standard Purchase event with profit added.
---
### Setup part 1: send profit to Meta
Steps 1 to 4 happen in ProfitMetrics and Meta Events Manager. Finish step 4 before you build the campaign.
**Step 1: Connect Meta to ProfitMetrics**
In ProfitMetrics, go to **Integrations** → **Connections** → **Meta** and select **Connect to Meta**. Sign in with Facebook and choose the correct Meta Business, ad account and dataset (pixel). The Facebook profile you sign in with needs access to all three.
Then continue to **Conversion Booster for Meta**. The Standard configuration suits most advertisers. It switches on the ProfitMetrics server-side integration and creates the eight ProfitMetrics custom events. For the full walkthrough, see [How to connect with Meta and Conversion Booster for Meta](https://knowledge.profitmetrics.io/how-to-connect-with-meta-and-conversion-booster-for-meta?hsLang=en).
**Step 2: Check your cost setup in ProfitMetrics**
Before sending profit to Meta, make sure ProfitMetrics has your real costs. This is one of the most important steps in the whole setup.
| Cost | What to check |
| --- | --- |
| **Product cost (COGS)** | Your product feed or ecommerce integration contains accurate cost prices. Where a product has no cost price, set a fallback margin in ProfitMetrics. |
| **Shipping** | Include what you pay to deliver the order. This matters most with free shipping: the customer pays €0, but you still pay to fulfil the order. |
| **Payment fees** | Payment provider costs where relevant, such as percentage fees, fixed transaction fees and payment-method-specific fees. |
| **VAT / sales tax** | VAT or sales tax is handled correctly in ProfitMetrics. |
| **Packaging and handling** | Recurring per-order costs, where appropriate. |
The closer the calculation is to the real economics of each order, the more useful the signal is to Meta.
**Step 3: Configure the Purchase event in Conversion Booster**
Go to **Integrations** → **Connections** → **Conversion Booster for Meta** → **Meta Events** and edit the Purchase event. Choose the option that fits your existing Meta tracking:
| Option | What ProfitMetrics sends |
| --- | --- |
| **Revenue** | The Purchase event with revenue. Use this to optimise entirely for revenue. |
| **Revenue & Profit** | The Purchase event with both revenue and profit. Use this when ProfitMetrics is your main Purchase tracking source. |
| **Profit** | The Purchase event with profit as its value, for specific setups where profit should be the Purchase value. |
| **Append Profit** | Adds profit to the Purchase event your existing integration already sends with revenue. Use this to keep your current Meta Purchase setup. |
| **Disabled** | No standard Purchase event. |
Before you change anything, find out where your current Purchase event comes from. It could be Meta's Shopify integration, WooCommerce, Magento, Google Tag Manager, a manually installed Meta Pixel, another tracking provider or another Conversions API integration.
**CAUTION:** Two independent Purchase events with different values cause inaccurate reporting and deduplication problems. If your existing Purchase tracking should stay active, **Append Profit** is usually the right option, because it adds profit without replacing your revenue setup.
**Step 4: Check the Purchase event in Meta Events Manager**
Open **Meta Events Manager** → **your dataset** → **Purchase** and confirm Meta is receiving the Purchase event with profit attached.
ProfitMetrics respects marketing consent. If a visitor hasn't granted it, that order isn't sent to Meta, so the event count in Meta won't equal your total webshop orders. What matters is whether eligible, consented orders are arriving correctly. The server-side integration also uses the identifiers and first-party data available to help Meta match purchases back to ad interactions.
**CAUTION:** Don't launch a profit-optimised campaign until the profit value is consistently reaching Meta.
---
### Setup part 2: create the profit-optimised campaign
Steps 5 to 7 happen in Meta Ads Manager.
**Step 5: Create a Sales campaign**
Create a new campaign in Meta Ads Manager, then set up the ad set with these settings:
| Setting | Value |
| --- | --- |
| **Objective** | Sales |
| **Conversion location** | Website |
| **Conversion event** | Purchase |
| **Performance goal** | Maximize value of conversions |
**Step 6: Set Profit margin as the conversion value**
This is the most important setting. In the campaign's value optimisation settings, set **Conversion value** to **Profit margin**. This tells Meta to optimise for the highest profit value instead of the highest revenue value.
Meta's partner instructions describe the full setup as: Sales objective → Website conversion location → Maximize value of conversions → Purchase event → Profit margin as the conversion value.
**NOTE:** Despite the label **Profit margin**, Meta receives an order-level profit amount, not a percentage.
**Step 7: Give Meta enough budget and learning time**
Switching from revenue to profit gives Meta a new objective, and it needs time to learn it. Meta recommends running the test for at least three weeks, with enough budget for roughly 30 conversions per day.
| Period | What to expect |
| --- | --- |
| **Week 1** | May underperform |
| **Week 2** | Begins improving |
| **Week 3 onwards** | Evaluate the test |
Don't judge the result after two or three days, and avoid making frequent changes during the early learning period.
---
### How to test profit optimisation
If budget allows, keep an existing revenue-optimised campaign running as your baseline and test a profit-optimised campaign alongside it. Keep everything else as comparable as you reasonably can (creative, audience, offer, geo, placements and budget strategy) so the test mainly measures the difference in optimisation value.
Don't pick the winner on ROAS alone. Compare:
| Metric | What it tells you |
| --- | --- |
| **POAS** | Gross profit ÷ ad spend. €15,000 gross profit on €10,000 ad spend is a POAS of 1.50: €1.50 of gross profit for every €1 spent on ads. |
| **Profit after ad spend** | Gross profit − ad spend. In the same example, €5,000. |
| **Profit per purchase** | Whether Meta is finding orders with better economics. |
| **ROAS** | Revenue efficiency. Still useful, but read it alongside profit. |
| **Conversion volume** | How volume changes. Don't evaluate profit optimisation without it. |
| **CPA** | Whether the algorithm is paying more to acquire more profitable orders. |
| **New-customer share** | Whether the campaign is driving more valuable growth, even when the immediate revenue looks different. |
---
### ROAS vs POAS
ROAS is revenue ÷ ad spend. POAS is gross profit ÷ ad spend. Compare two campaigns:
| Metric | Campaign A | Campaign B |
| --- | --- | --- |
| **Revenue** | €50,000 | €40,000 |
| **Ad spend** | €10,000 | €10,000 |
| **ROAS** | 5.0 | 4.0 |
| **Gross profit** | €12,000 | €18,000 |
| **POAS** | 1.2 | 1.8 |
| **Profit after ad spend** | €2,000 | €8,000 |
Campaign A looks better on ROAS. Campaign B makes four times as much profit after advertising. This is how revenue alone can point Meta in the wrong direction.
POAS also has a break-even point that's easy to read:
| POAS | What it means |
| --- | --- |
| **Below 1.00** | Ad spend was more than the gross profit generated. |
| **1.00** | Gross profit equals ad spend. |
| **Above 1.00** | Advertising generated more gross profit than it cost. |
That makes POAS much easier to tie to business profitability than an arbitrary ROAS target. It doesn't replace ROAS, though. ROAS still shows revenue efficiency, while POAS answers a different and often more commercially important question: how much profit did advertising generate for what it cost? Look at both.
---
### Reporting profit in Meta Ads Manager
Profit isn't shown in Ads Manager by default. Go to **Ads Manager** → **Columns** → **Customize columns** and add the purchase-profit or margin metrics manually. Keep revenue and profit side by side. A useful set of columns:
- Purchases
- Purchase conversion value
- Purchase margin value
- Amount spent
- ROAS
- POAS
- Profit after ad spend
- Average profit per purchase
- CPA
POAS (profit ROAS) is purchase margin value divided by amount spent.
---
### ProfitMetrics custom events for Meta
In the Standard configuration, Conversion Booster also creates eight optional ProfitMetrics custom events. They're separate from the standard Purchase event that Value Optimization for Profit uses.
| Event | What it measures |
| --- | --- |
| **PM Revenue** `PMRevenue` | Revenue from all customers. |
| **PM Revenue - New customers** `PMRevenueNewCustomers` | Revenue from newly acquired customers. |
| **PM Revenue - New customers LTV (28 days)** `PMRevenueNewCustomersLTV28Days` | Revenue from newly acquired customers, including their first 28 days of customer value. |
| **PM Revenue - Returning customers** `PMRevenueReturningCustomers` | Revenue from existing customers. |
| **PM Gross Profit** `PMGrossProfit` | Gross profit from all customers. |
| **PM Gross Profit - New customers** `PMGrossProfitNewCustomers` | Gross profit from new customers. |
| **PM Gross Profit - New customers LTV (28 days)** `PMGrossProfitNewCustomersLTV28Days` | Gross profit from new customers, including their first 28 days of customer value. |
| **PM Gross Profit - Returning customers** `PMGrossProfitReturningCustomers` | Gross profit from existing customers. |
Start by using them for reporting. You can keep your current campaign optimisation and add the custom events as custom columns, then compare revenue, ROAS, profit, POAS, and new- and returning-customer profitability before you change any bidding. They help answer questions like:
- Which campaigns generate the highest gross profit?
- Which campaigns acquire profitable new customers?
- Which ads mostly generate returning-customer revenue?
- Which acquisition campaigns create customers with stronger early LTV?
- Which campaign has a high ROAS but a poor POAS?
Once an event has enough conversion volume, you can also test it as an optimisation event.
---
### How much volume a custom event needs
As a practical guide, the custom event you want Meta to optimise for should record around 30–50 conversions per week or more. For example:
| Measure | Per week |
| --- | --- |
| **Purchases** | 200 |
| **`PMGrossProfitNewCustomers`** | 18 |
| **Recommended for the custom event** | 30–50 |
Here the account has enough Purchase volume for Value Optimization for Profit, but `PMGrossProfitNewCustomers` is too thin to be a strong optimisation signal. Keep using it for reporting until volume grows. The same applies if you want to optimise specifically for new-customer profit: `PMGrossProfitNewCustomers` is the event for that, but check its volume first.
**NOTE:** The 30–50 per week guide applies to custom events. It's separate from Meta's eligibility guidance of around 100 Purchase conversions per week for Value Optimization for Profit.
---
### How to activate the custom events in Meta
Once Conversion Booster is connected, the events start reaching Meta as eligible purchases come in. Meta may first hold new custom events under **Events Manager** → **Settings** → **Data Controls** → **Manage Event Blocking**. If the ProfitMetrics events appear there:
1. Review the events and allow or confirm the ones you want.
2. Create a small Sales test campaign and select the ProfitMetrics custom event you want to activate.
3. Use a very small budget, typically around €1 per day or €1–€2 per ad set.
4. Give Meta time to process the event.
5. Once the event is available in Ads Manager, pause the test.
The test campaign only makes the event available inside Meta. It's separate from your real profit-optimised campaign. For the detailed steps, see [How to confirm custom events in Meta Ads Events Manager](https://knowledge.profitmetrics.io/how-to-confirm-custom-events-in-meta-ads-events-manager?hsLang=en) and [How to create a test campaign for ProfitMetrics custom events in Meta Ads Manager](https://knowledge.profitmetrics.io/how-to-create-a-test-campaign-for-profitmetrics-custom-events-in-meta-ads-manager?hsLang=en).
**Using the events in ProfitMetrics Marketing Channels**
Once active, the events can also feed the ProfitMetrics Marketing Channels dashboard. A typical setup:
| Setting | Event |
| --- | --- |
| **Profit conversion** | `PMGrossProfit` |
| **Revenue conversion** | `PMRevenue` |
| **CPA conversion** | Your primary ad optimisation event, often Purchase |
Marketing Channels imports Meta's own attributed figures, so they don't represent deduplicated total business revenue across all your marketing channels.
---
### Why Meta and your webshop show different numbers
This is expected. Your webshop records every completed order. Meta Ads Manager reports conversions based on its attribution window, ad interactions, matching, attribution method and modelling. And because ProfitMetrics respects consent, orders from shoppers who haven't granted marketing consent are never sent to Meta. Total webshop orders and Meta-attributed purchases shouldn't be expected to match 1:1.
Use each tool for what it's built for:
| Tool | Use it to |
| --- | --- |
| **Events Manager** | Check that events and values are being delivered correctly. |
| **Ads Manager** | Evaluate attributed advertising performance. |
| **ProfitMetrics or your backend** | Understand actual business profitability. |
---
### Troubleshooting
| Symptom | Check |
| --- | --- |
| **Profit isn't appearing in Meta** | The Purchase event configuration in Conversion Booster, that the correct dataset (pixel) is selected, your ProfitMetrics cost setup, the event parameters in Events Manager, marketing consent, and whether another Purchase source is interfering. |
| **Profit coverage is low** | Some orders lack enough cost data. Look for missing COGS, missing SKUs, product feed matching, fallback margins, shipping rules and payment cost rules. |
| **Products look too profitable** | Usually a missing cost price. Meta can only optimise on the profit it receives, so fix missing COGS before scaling profit optimisation. |
| **Free-shipping orders look unusually profitable** | Free shipping for the customer isn't free for you. Make sure ProfitMetrics includes the carrier or fulfilment cost. |
| **Meta receives duplicate Purchases** | Whether Purchase is also being sent through Shopify, GTM, the browser pixel or another Conversions API integration. If your existing Purchase tracking should stay, check whether **Append Profit** is the right option (step 3). |
| **Custom events show in Events Manager but not Ads Manager** | **Events Manager** → **Event Blocking**. Allow the ProfitMetrics events if needed, then run the small activation campaign described above. |
| **Profit campaign performs worse after three days** | It's too early to judge. Meta recommends about three weeks for a proper Value Optimization for Profit test. |
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