Meta’s recommendation usually means your account has matured enough to optimize beyond just volume. "Maximize Value of Conversions" tells Meta to focus on buyers who are likely to spend more, not just click and check out with the cheapest item.
When to Use "Maximize Value of Conversions"
- Your goal is to drive the highest revenue rather than just more purchases.
- You sell products/services with different price points (e.g., ₹500 vs. ₹5,000).
- You have a Meta Pixel set up correctly with purchase values being tracked.
- You're running an e-commerce business and want to maximize revenue per ad spend.
- You have a healthy daily budget (Meta needs enough data to optimize for value).
When to Use "Maximize Number of Conversions"
- Your goal is to get as many conversions as possible, regardless of value.
- You're running a lead generation campaign (e.g., form fills, sign-ups).
- Your products have fixed or similar pricing (e.g., all items are ₹999).
- You have a limited budget and need more frequent conversions to optimize faster.
If Meta keeps suggesting Maximize Value of Conversions, it likely means your account has enough purchase data to optimize for higher-value transactions, helping you get the most revenue from your ad spend rather than just more conversions.
So, if your priority is revenue growth, go with Maximize Value of Conversions. If you just need more leads or purchases, stick with Maximize Number of Conversions.
