Bidding and optimization
Value-based bidding
Bidding for the value of conversions rather than their number, so the platform prefers the results worth more.
What it is
Each conversion carries a value: order revenue, profit, or an estimated value for a lead stage. Strategies such as target ROAS use it.
Why it matters
For lead generation and e-commerceNot all conversions are equal. Value lets bidding favour a large order or a qualified lead over a small one.
In practice
Send a value with every conversion, and for leads assign values by stage based on how often each stage becomes revenue.
A common mistake
Sending the same value for every lead, which turns value bidding back into conversion counting.