Unlock the Full Potential of Your Conversions on Meta with Voyantis

In some cases, your early conversion volume might be high, but it does not correlate with later conversions that drive actual value, such as subscription renewals or upgrades.

Meta requires high-quality data to train its ad algorithms for better performance. To send data to Meta on the server side without signal loss, you need to set up the Conversions API (CAPI). However, this alone isn't enough. Meta might still miss critical signals about future conversion events. Forecasting future value might be challenging if you have minimal events early on or a significant mismatch between early conversions and long-term user value, among other reasons.

Here’s another harsh truth: having an accurate prediction model is not enough. To effectively run a VO or custom event campaign strategy, several factors must be considered beyond making a prediction: How accurate should your prediction be before sending the signal? This is crucial for Meta, as once you send a value signal, you can only adjust it upward, not downward, so balancing accuracy and timing is critical. Other considerations include handling extreme values like whales, having a backup model ready in case of data drift issues, and monitoring your match rate. These factors add to the significant challenge of ensuring the predictive signal you send to Meta is effective.