Meta is introducing native support for POAS (Profit on Ad Spend) bidding in partnership with ProfitMetrics.io.
Until now, advertisers could only optimize for revenue or profit as purchase values, but not switch easily between them.
With this update, marketers will be able to seamlessly choose whether to optimize for profit or revenue, making value-based bidding more practical and aligned with real business objectives.
Early beta testing with select clients shows strong incremental gains in profit after ad spend.
This capability will be integrated into the upcoming Conversion Booster for Meta, currently in beta.
A second major update from Meta is the expansion of value-based bidding beyond purchase events.
Advertisers will soon be able to optimize for custom event values, such as:
– New customer profit or revenue
– Existing customer profit or revenue
This unlocks more precise optimization, ensuring campaigns can target the values that matter most, whether focused on acquisition or maximizing lifetime value.
