Meta’s rolling out a new metric…
Within Ads Manager, you may see this alert:
You can now add Average Purchases Conversion Value to help you understand the purchase value generated by your ad campaigns.
Here’s what you need to know…
What It Is and Where to Find It
Click to customize columns, and you’ll find this metric within the Performance section.
You could otherwise perform a search by “value.” If you have it, it should be the first result (otherwise, you don’t have it yet).
It’s a simple but helpful metric that is calculated by dividing the total purchase conversion value by the number of total purchases. Meta says that “in some cases where purchase events cannot be counted directly due to partial or missing data, statistical modeling may be used to account for some events” as well as for their values.
Until now, you could have created a custom metric to generate the same result. This provides more context to the Conversion Value metric. Put it alongside Return on Ad Spend to get a better sense of the revenue-based performance of your e-commerce ads.
