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Meta has announced a new version of its Value Optimization feature aimed specifically at mobile app and game advertisers. According to Meta’s blog update, the tool is designed to better predict which users will deliver higher long-term value, not just which users will click or install.
What’s New and Why It Matters
From now on, Meta’s AI models are more focused on value conversions (actions users take that matter most to advertisers – in-app purchases or subscriptions) rather than just app installs. The system now prioritizes users who are likely to make purchases or stay active. Advertisers can then choose to optimize specifically for those high-value users.
By focusing on value rather than volume, advertisers can now spend their budget more effectively and see greater return on ad spend, says Meta. According to the company’s data, advertisers see a 29% higher return while using value optimization. For game companies, attracting long-term users is especially important.
The company has also strengthened its integration with mobile measurement partners (MMPs), including Adjust, AppsFlyer, Kochava, Branch, and others. This improvement helped to provide more accurate tracking of how advertisers define “new users.” As a result, ad campaigns have become more precise and efficient, with less wasted budget.
Summary
Meta’s latest update signals a shift from quantity-driven ad campaigns (more installs) to quality-driven campaigns (more value from each user). For mobile app and game advertisers, this means the platform is offering smarter tools to support growth strategies that go beyond just growth in downloads.
