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Does Meta's Max Value Optimization Strategy Outperform Max Conversion?
Hypothesis
Meta's Maximum Value purchase campaign optimization strategy will deliver a stronger return on ad spend (ROAS) for campaigns focused on driving revenue than Maximum Conversions.
Experiment Design
The experiment was structured with two separate campaigns, one optimized based on maximum value and the other based on maximum conversions. The control group was the Maximum Value objective, while the treatment group was the Maximum Conversions goal. Each objective was assigned identical flight dates, budget, audience targeting, and creative.
Results
Our hypothesis was confirmed — Max Value achieved an 18% higher ROAS. Statistical analysis confirmed these results were highly significant at a 98% confidence level. However, Max Conversions demonstrated key strengths: 24% lower cost per donor and 9% higher recurring donor rate.
Key Takeaways
Maximum Value is optimal for driving immediate revenue, while Maximum Conversions excels in cost-efficient acquisition and sustaining long-term engagement.
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Test Details
Vertical
Advertising
KPI
ROAS