Facebook has introduced a new value optimization tool to help marketers focus their campaigns on anticipated purchase value.

According to Facebook, “Value optimization works by using the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period. The ad’s bid is then automatically adjusted based on this estimation, allowing campaigns to deliver ads to people likely to spend more with your business at a low cost”.

New value-based Lookalikes

Facebook has also introduced new value-based Lookalikes to help advertisers include a value column to their entire customer list. The data from the value column will allow Facebook to create an additional weighted signal for people most likely to make a purchase after seeing an ad.

New Tools to Get More Value from Your Campaigns

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