Value Rules for Conversion Location

There’s yet another option for value rules. To access value rules, go to Advertising Settings.

Value rules allow you to bid more or less based on several criteria. Up until recently, that included:

• Age
• Gender
• Device Platform
• Mobile Operating System
• Location
• Placement

The New Criteria

And now when you create value rules, you may have the option for Conversion Location: “Choose specific conversion locations, such as website or app.”

When selected, I have two options:

I assume if I ran ads to promote an app, I’d have that option as well. Given all of the various ad set options for conversion location, I expect that more options are coming.

Scenario

When would you use this? There’s a specific situation when I’d envision this making sense.

If you’re running a lead generation campaign, you can select a conversion location of Website and Instant Forms.

When selected, you can send people to either location, depending on what is most likely to result in a lead.

But maybe Meta spends 95% of your budget on instant form leads. And maybe you see that the quality of those leads is lower. You could use value rules to lower the bid on the Instant Forms conversion location to balance it out.

Use Sparingly

Just remember to only use value rules if there’s a clear problem to be solved. That problem tends to be that you have information that Meta doesn’t, like lead quality or customer lifetime value.