The conversion value optimization goal helps you increase your Return on Investment (ROI) and Return on Ad Spend (ROAS) by optimizing your website conversion campaigns to deliver ads to members most likely to return the greatest value per conversion.
The following are requirements when setting up your conversions and campaigns to use the conversion value optimization goal.
Conversion set up requirements
You can create conversions using Conversions API, your Insight Tag, or a CSV upload. We recommend using Conversions API or Conversions API with your Insight Tag for enhanced optimization. Learn how to:
When creating your conversion, you’ll also need to assign your conversion a conversion value.
- You can choose either Same (static) or Dynamic conversion values when setting up your conversion.
- We recommend choosing dynamic conversion values, which means each conversion is assigned a value that can change based on specific factors.
- Learn more about LinkedIn conversion values.
Campaign set up requirements
After you’ve created your conversion, there are a few requirements when building your campaign in Campaign Manager. You must:
- Set your optimization goal as Conversion Value.
- Confirm your campaign bidding strategy is Maximum Delivery. Maximum delivery automatically adjusts bids, aiming to optimize for the total conversion value rather than the volume of conversions.
- Associate your campaign with conversions that have assigned values. When building your campaign, choose the conversions you created to associate with the campaign. Check the Values column to find conversions with assigned values.
Here's a tip
If your conversion doesn’t have an assigned value, we recommend using values that correspond to the value of the conversion. Learn more about best practices for assigning conversion values.
This process allows you to align ad spend with your business goals by focusing on maximizing the value of each conversion.
Considerations
The following are considerations to be aware of when using the conversion value optimization goal.
| Consideration | Description |
|---|---|
| Assign a conversion value | To optimize towards higher-value conversions, conversion events associated with the campaign must have at least two distinct conversion values above zero. You can achieve this in two ways: • Dynamic values - At least one conversion event that assigns different values from Conversions API or Insight Tag. • Static values - At least two conversion events that you’ve assigned fixed values to above zero. If you don’t have specific conversion values to assign, we recommend using values that correspond to the value of the conversion. Learn more about best practices for assigning conversion values. |
| Create campaign using Campaign Manager | Campaign Manager is required to use the conversion value optimization goal. API support is currently not available. |
| Use maximum delivery bidding strategy | Maximum delivery is the only supported bidding strategy. Cost cap bidding is currently not available. |
| Available ad formats | You can choose Sponsored Content ad formats that qualify for maximum delivery bidding. For example, single image, video, carousel, and document ads. Learn more about Sponsored Content ad formats. Please note, Sponsored Messaging, dynamic ad, and text ad formats are currently not available. |
| Available ad placements | The conversion value optimization goal is available for ads served on both the LinkedIn feed and LinkedIn Audience Network. Review your placement selections when building or editing your campaign. |
| Forecasted results aren’t available | Forecasted results are currently not available in Campaign Manager with this goal. |
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