Use the conversion value optimization goal for your website conversions ad set to deliver ads to member accounts most likely to return the greatest value per conversion.
Prerequisites
Before you create your ad set, we recommend taking the following steps in Campaign Manager.
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Set up your conversions on the Conversion Tracking page in Campaign Manager and confirm that they’re Active, so that they’re ready to use in your ad set. Keep in mind, you can also create your conversions when you’re building your ad set if needed.
You can create conversions using Conversions API, your Insight Tag, or a CSV upload. We recommend using Conversions API or Conversions API with your Insight Tag for enhanced optimization. Learn how to:
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Assign a conversion value to your conversion. We recommend you assign a dynamic conversion value. Learn more about conversion values.
Then you can create a website conversions ad set with conversion value optimization.
Create a Classic ad set with the conversion value optimization goal
To create a website conversions ad set with conversion value as your optimization goal:
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Go to your ad account in Campaign Manager.
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Click the Create button at the top of the page and select Ad set from the dropdown menu.
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Select the Website conversions objective, then click Next.
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Select the Classic ad set type, then click Next.
- Review the Create a Classic ad set in Campaign Manager article for specific ad set creation information.
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In the Budget & Schedule section, select Conversion value from the Optimization goal dropdown menu and confirm that your bidding strategy is Maximum delivery.
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In the Conversion Tracking section, add a conversion event with assigned values to your ad set.
- If you don't have a conversion with assigned values, you can click the Create new conversion dropdown menu to create a new conversion. Learn more about conversion values.
- Select conversions that show Active in the Status column and have a value assigned in the Value column.
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Click the Next and Save buttons in the dialog to continue with creating or selecting ads.
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After setting up your ads, click the Next button.
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Review your ad set settings and click the Launch ad set button.
Results
After you’ve launched your ad set, you can measure performance from your reporting dashboard in Campaign Manager.
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On the Advertise page in Campaign Manager, select the campaign for the ad sets you’d like to review.
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Click the Ad sets tab at the top.
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Next to Columns, select Conversions & Leads from the dropdown menu.
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View your Total Conversion Value and Return on Ad Spend.
Here's a tip
When reviewing performance, we recommend ensuring that the ad set has generated enough click-through conversions to optimize efficiently. For example, aim for more than 30 conversions within a two-week period.
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