"Throughout 2025, we have continued to enhance our models to make value optimization, also known as 'maximize the value of conversions,' even more performant. Today, advertisers focusing on optimizing the value of conversions in app campaigns see a 29% higher return on ad spend (ROAS) compared to those optimizing for volume of conversions, making this the most performant Meta solution for App advertisers optimizing for ROAS."
"For example, advertisers may have distinct definitions for specific categories or events within their MMP reporting, such as how long after a first app install a user can be considered as a 'new user' if they reinstall the app, or how long a user must be inactive in the app before they can be attributed to a reengagement campaign. By gaining insight into these varying timeframes, we can more effectively pinpoint and reach the types of people that each advertiser deems most valuable."
"Advertisers utilizing AppsFlyer can leverage a flexible reattribution window spanning from 0 to 180 days reflecting how it is set in AppsFlyer. Conversely, Meta will apply a 180-day exclusion window for its app promotion campaigns for advertisers working Adjust and Singular, which employ a lifetime new user window."
Meta enhanced model capabilities in 2025 to improve value optimization, termed 'maximize the value of conversions,' for app campaigns. Advertisers optimizing for conversion value achieve a 29% higher return on ad spend (ROAS) versus those optimizing for conversion volume. The approach aligns campaigns with conversions valued in third-party measurement platforms by recognizing advertiser-specific event definitions and timeframes. Advertisers can set distinct new-user and reengagement attribution windows, which influence targeting and measurement. AppsFlyer supports a flexible reattribution window of 0 to 180 days, while Meta applies a 180-day exclusion window for campaigns using Adjust and Singular's lifetime new-user window.
Read at Social Media Today
Unable to calculate read time
Collection
[
|
...
]