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TL;DR

Ask your Meta rep to give you access to Conversion Value Rules, and use it in your account to reach higher-LTV customer cohorts.

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The Explanation

Here's a feature that's flying under the radar but delivering serious results for brands who know how to use it: Conversion Value Rules.

It's still in beta, but it's already driving incredible results for some accounts that we’ve tested it on.

If you've noticed Meta delivering inconsistently across age demographics or placements, this feature lets you take back some control and push the algorithm toward your most valuable customer segments.

How To Set It Up

• Access the beta through your Meta rep (or ask them to apply for you)
• Identify which customer segments have the highest lifetime value (often older demographics)
• Create rules that increase conversion value for these high-LTV segments (e.g. "increase 20% for 45 and older")
• Monitor actual delivery patterns as Meta may not follow your exact percentage rules

What We've Seen Across Ad Accounts

We deployed this in two accounts thus far. We have done age demo for both (example use case here: we know that the LTV of an older demo is superior, but don’t want to fully exclude younger audiences).

• Brand 1 → 13% reduction in avg CPA relative to ACQ campaign avg
• Brand 2 → 9% reduction in avg CPA relative to ACQ campaign avg

But the real magic is in how it reshapes your audience mix.

In one account, we set a rule to increase value by 20% for the 45+ demographic. The system actually went further than requested, shifting spend dramatically toward this segment (38% of spend compared to just 16% before).