Case Study This split test on META increased my ROAS by 70%

[servandosilva]

META has been making a ton of changes lately, especially in the AI department. Most of them suck and are annoying to deal with, but a few are good and help the algorithm give you better results.

One thing added a few months ago is the ability to target higher-value users, and many people either don't split-test this option or keep running the old one when they clone their campaigns. This may have been available to your in your account for multiple months, or maybe even last year.

Here's how it looks:

At the ad set level, when choosing your conversion objective and pixel, you have a "performance goal" option where you can select:

• Maximize conversions
• Maximize value of conversions

You can also see there's a fairly recent option called "customer lifecycle strategy", which was added 2-3 months ago. But let's focus on "Performance goal".

Maximize conversions makes the algorithm try to find you as many buyers (or leads or app installs) as possible, no matter how much they end up spending. The target is to get you as many buyers at the lowest cost per purchase WHILE