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Meta Ads: Changing Maximize Purchase Events to Maximize Value of Purchases?
Posted by on October 1, 2025 at 10:39 pmSo I have an Advantage+ Shopping Campaing (with Catalog) in Meta Ads.
I see that it is set to maximize Purchase.
It has quite some history and good performance.
I contemplate switching it to Maximize Conversion Value because that's what the business is striving for.
What's your experience on this? I'm a bit afraid of losing history.
Maybe run it as an A-B-Test? What do you all think?
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1 Reply
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You don’t lose history. Running an a/b test when you can in Meta is usually the best idea when you want to try out something without fully going all in. Learning happening at the ad level, so if your active ads have good history in the last 28 days…. the a/b test would like have enough data to help you decide what to do.
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If your AOV varies a lot, testing “Maximize Conversion Value” can help Meta prioritize higher spenders, but expect a short learning dip.
The safest approach is to duplicate your Advantage+ campaign and A/B test against “Maximize Purchases” for 2–3 weeks——and pivot from there
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