Mobile has unlocked the possibility for businesses to reach people with ads in so many new ways. But with all of the options out there, it can be difficult to understand which will drive the most impact for a specific goal.

Over the last year, we have focused efforts on developing new tools—like App Event Optimization—to help you reach people who are more likely to take valuable actions that enable you to reach your business objectives. In order to continue increasing value for our clients, we're introducing two new solutions that can help grow your business. The first, value optimization, enables advertisers to optimize their ad campaigns based on purchase value data passed through the Facebook pixel. The second, value-based Lookalike Audiences, allows you to include a value column in your customer list, which you can then use to reach new people that look like your highest spending customers.

When marketers advertise with Facebook, they want to build campaigns that ultimately drive efficient return on their ad spend. Yet managing and optimizing their campaigns previously required using proxy metrics such as clicks, impressions, and installs to gauge whether or not a campaign had driven meaningful business impact. Today we're introducing value optimization so that marketers can focus their campaigns on anticipated purchase value.

Value optimization works by using the purchase values sent from the Facebook pixel to estimate how much a person may spend with your business over a seven-day period. The ad's bid is then automatically adjusted based on this estimation, allowing campaigns to deliver ads to people likely to spend more with your business at a low cost.

We're starting to roll out value optimization today, and it will become available to eligible businesses over the next few months. Businesses can access value optimization when they create website conversion ad sets that are optimizing for purchases in Ads Manager.

We introduced Lookalike Audiences over four years ago to help marketers reach people likely to be interested in a business based on people who have visited their site or customers added from a Custom Audience. While Lookalikes are a powerful tool to help grow a customer base, businesses often want to grow specific cohorts of their audience based on the value to their business. In order to provide a more effective solution to do this, we are rolling out value-based Lookalikes globally.

With this enhancement, advertisers are no longer limited to creating small groups of audiences based on their spend or LTV prior to creating a Custom Audience. Now, they can include a value column to their entire customer list, which Facebook can use to create an additional weighted signal for people most likely to make a purchase after seeing your ad. Value-based lookalikes can be found across all objectives in Ads Manager or Business Manager.

Businesses like Pocket Gems are using value-based Lookalikes to find new potential customers.

Marketers around the world can begin using these value-based solutions starting today. Throughout the year, we will continue improving our targeting and delivery systems so that we can help you focus on the outcomes that truly matter, and so that you can get even more value from your campaigns.