Definition
Maximize Conversion Value is a smart bidding strategy that spends the entire budget to achieve the highest possible total conversion value, optionally with a tROAS target.
Also called: Maximize Conversion Value, MaxConvValueBidding follows the signal you send.
Conversion value
Choose a value signal that reflects the business: revenue or relevant contribution.
Target and budget
Agree what a conversion is worth and how much to invest.
Evaluation
Compare channel results with actual sales and economics.
01Choose a value signal that reflects the business: revenue or relevant contribution.
Value decides everything
The strategy maximises the value it's told to chase. Define revenue as conversion value and it optimises toward the top line. Define contribution margin and it optimises toward the bottom line. That single decision determines whether the budget flows toward what sells or what earns.
Without a tROAS cap it spends the whole budget regardless of efficiency, well suited when you want volume within a fixed budget. If you want to steer efficiency, combine it with a tROAS target.
Frequently asked questions
What's the difference between Maximize Conversion Value and tROAS?
Maximize Conversion Value spends the whole budget on as much value as possible. tROAS adds an efficiency target on top. The two are often used together (maximise value with a tROAS cap), but both depend on which value you feed in.
Should I send revenue or contribution margin as value?
Contribution margin, if you want to optimise toward profit. Revenue as value favours high-revenue, low-margin products and can shift budget toward what sells most but earns least.
From insight to action
See how it applies in practice.
Growth also needed a better purchasing process
We built Matraws' trade-in system with submission, assessment, offers and handling in one backend. The work addressed supply as a constraint.
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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