AI performs better for businesses when it knows exactly what success looks like, so with that in mind, we’re committed to giving app advertisers ways to tell us what they value and what kind of conversions they want.
App advertisers have a variety of goals they may be looking to achieve with Meta. They may want app downloads, they may want to focus on in-app purchases, or they might want to focus on driving the highest return on ad spend from users of their apps.
Every business defines success differently, so our goal is to continue giving advertisers and agencies tools and controls to help guide our AI tools towards the results that matter most to their business.
Focusing on the most valuable in-app purchases
For app advertisers focused on driving in-app purchases, Meta offers…
AI performs better for businesses when it knows exactly what success looks like, so with that in mind, we’re committed to giving app advertisers ways to tell us what they value and what kind of conversions they want.
App advertisers have a variety of goals they may be looking to achieve with Meta. They may want app downloads, they may want to focus on in-app purchases, or they might want to focus on driving the highest return on ad spend from users of their apps.
Every business defines success differently, so our goal is to continue giving advertisers and agencies tools and controls to help guide our AI tools towards the results that matter most to their business.
Focusing on the most valuable in-app purchases
For app advertisers focused on driving in-app purchases, Meta offers two campaign approaches: they can optimize either for volume of conversions or for the most valuable conversions. For example, a gaming advertiser focused on value might prefer 10 purchases in their app at $9.99 each over 15 purchases at $1.99 each.
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 conversionsin 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.
Yang Jing, UA Manager at FunPlus, said, “We’ve seen value optimization performance improve by 5 percent over the past year and it’s now over 20 percent better than when we focus on the volume of conversion. This uplift means we’re acquiring higher-value players more efficiently and driving stronger ROAS and in-game monetisation across our titles.“
Alexandr Snopkov, Lead UA Manager at CrazyLabs, has also seen success with value optimization and said, “At CrazyLabs, value optimization campaigns have significantly boosted our portfolio performance. On iOS, VO has become the leading campaign type for our IAP-focused titles, such as Coffee Mania, driving standout results. Beyond the numbers, VO has brought the stability and scalability we were looking for in our UA strategy with Meta Ads.“
And the improvements to Meta’s value optimization solution for app campaigns has led to certain advertisers using the product at an increasingly frequent level. Guy Galin, Head of User Acquisition at Banditos Studio, said: “In the last 90 days, we spent about 85% of our user acquisition investment with Meta on Value Optimization for our RPG, Heroes & Dragons. We are pleased with the results and plan to continue scaling the VO campaigns in the upcoming months.”