Value optimization
Also: VO · Meta Value Optimization · tROAS bidding
Value optimization is a bidding mode in which the ad platform targets users predicted to generate the highest purchase value, rather than the most conversions. Meta calls it Value Optimization; Google's equivalent is target-ROAS bidding.
It shifts the objective from volume to revenue, which for apps with a wide spread of spender value is usually the right objective. It also raises the data requirement: the platform needs purchase values flowing back reliably, at volume, to learn.
Value rules let advertisers weight some conversions above others — by geography, product, or customer type — so the platform optimizes toward profit rather than reported revenue.
Go deeper: Profit-based ROAS optimization on Meta
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.