Brief
Meta lets advertisers steer AI toward profit, not just purchases
Trade press says value optimisation now includes a profit-based ROAS beta via the Conversions API, plus event-based ROAS for subscriptions and first purchases.
Why it matters. Book ads that optimise for cheapest checkouts can now be told to prefer higher-margin box sets or a first-time buyer — if you can send Meta the margin.
Marketing-Interactive reported on 17 September that Meta is expanding value-based optimisation so advertisers can tell its delivery system which conversions actually matter. The write-up lists an improved purchase-based ROAS, a new profit-based ROAS beta that takes margin data through the Conversions API, and an event-based ROAS for actions such as subscriptions or a first purchase. Threads feed ads, rolled out last month, stay on for Advantage+ and manual placements.
This is not a Kindle-specific product. It is the same Ads Manager most authors already use for Facebook and Instagram. You only benefit if your pixel or CAPI event carries a real value — list price minus ads and print is a start. If you cannot send profit, stay on purchase ROAS and do not rebuild a funnel around a beta you have not seen in your own account.