Beta notice: TrueProfit's POAS Bidding is currently open to a limited group of users. To try it, message us through Chat with Support.
What POAS Bidding does
Every order is worth a different amount to you. A $200 order of discounted items with expensive shipping might leave you $12, while a $90 order of a high-margin product might leave you $40. Meta cannot see that difference — it only receives revenue, so revenue is what it chases. That's why your ad spend climbs while your profit stays flat.
TrueProfit's POAS Bidding closes that gap. TrueProfit already knows the real Contribution Margin on every order, after cost of goods, transaction fees, shipping, and handling fees, which is the same number shown in the Gross Profit column of your Orders Report. This feature sends that number to Meta as the conversion value, so Meta learns which customers are actually worth acquiring.
What you get:
Your budget goes toward the most profitable orders, not just expensive ones.
You give up nothing to try it. Your existing Purchase tracking keeps running, so current campaigns, audiences, and retargeting are untouched — run a profit-optimized campaign alongside your usual one and compare.
One connection, then it runs itself. No extra work needed.
How this feature works
When an order is paid, TrueProfit calculates its Contribution Margin and sends it to Meta. It arrives as a custom event named TrueProfitContributionMargin, carrying the margin as its conversion value instead of revenue. You can then point a Sales campaign at that event with Maximize value of conversions, and Meta bids on profit instead of revenue. Part 2 walks you through it.
Before you start
Make sure you have all four of these in place.
Requirement | Why it matters |
A Meta business portfolio containing the ad accounts and pixels you want to use | Meta's business connection flow lists assets by portfolio. Assets outside it cannot be selected. |
Permission on that business portfolio for whoever clicks Connect | The person connecting must be able to grant access to TrueProfit on behalf of the business. |
Costs configured in TrueProfit — COGS, transaction fees, shipping, handling | If costs are missing, Contribution Margin will be wrong or equal to revenue, which defeats the purpose. Set these up first. |
Enough conversion volume on Meta | Meta only enables value optimization once you pass its minimum. See What to expect after setup. |
You do not need to have connected Meta to TrueProfit before, and you do not need to turn off any existing tracking.
Part 1: Connect TrueProfit to Meta
Step 1 — Open the integration
In the left menu, under Configurations, select Integrations.
Find Facebook Ads - POAS Bidding and open it.
Step 2 — Review what will be sent
A confirmation window shows what the integration does:
What this does: Send each order's Contribution Margin to Meta for bidding
How it is calculated: Same as "Gross Profit" in Orders Report
How it is sent: As a custom event
TrueProfitContributionMargin
Click Connect.
Step 3 — Choose your assets on Meta
TrueProfit takes you to Meta to connect through Facebook Login for Business. In that flow, you select:
One business portfolio
One or more ad accounts
One or more catalogues
One or more pixels that will receive the event
Note: Every pixel you select receives this store's events. If you manage several stores, select only the pixels that belong to this one.
Step 4 — Confirm the connection
Back in TrueProfit, the integration page shows what you connected:
The date of the last connection
The business portfolio ID
Each pixel name and ID
If any of this is wrong, open the menu in the top-right of the card and disconnect, then connect again and pick the right assets.
What happens next
Sending starts immediately for orders created from this point forward. Orders placed before you connected are not sent — an old signal has little value for bidding, and Meta does not allow conversion values to be corrected after the fact.
Already connected Meta for ad spend sync? You still need this connection. They are deliberately separate. The ad spend connection expires and is tied to one person's account, which would silently switch your bidding signal off. This connection does not expire on a timer. Connecting or disconnecting one never affects the other.
Part 2: Create a campaign that optimizes for Contribution Margin
TrueProfit sends the signal, but you create the campaign on Meta's side. You do not need to create a custom conversion — the TrueProfit event can be selected directly.
Go to Meta Ads Manager.
On the Campaigns tab, create a new campaign.
Set the campaign objective to Sales.
At the ad set level, set Conversion location to Website.
Set Performance goal to Maximize value of conversions.
Set Dataset to the pixel you connected to TrueProfit.
Set Conversion event to TrueProfitContributionMargin.
Finish building your ad set and ads as you normally would, and publish.
What to expect after setup
You are done when you have a live ad set using TrueProfitContributionMargin as its conversion event with Maximize value of conversions as its performance goal.
Results will not appear immediately. Two things have to happen first.
Meta's minimum for value optimization. Meta recommends roughly 100 conversion events with at least 5 distinct values in the past 14 days before value optimization works on a custom event. This is higher than the threshold for the standard Purchase event, so even if you already run value-optimized campaigns, this new event may need to build up volume on its own.
A learning period. After the threshold is met, Meta still needs a few weeks to learn.
If you run this alongside a revenue-optimized campaign, be careful reading the comparison. Two campaigns in the same account can compete for the same audience, so differences between them are directional rather than a clean experiment.
If something stops working
If the connection breaks — you removed TrueProfit's access on Meta, or a selected pixel or ad account was deleted or moved out of the business portfolio — TrueProfit stops sending to that destination and shows a warning on the integration page explaining what happened.
Reconnect from the same page. Orders created while the connection was broken are not sent retroactively.
Still stuck? Use Chat with Support at the bottom of the left menu to reach us without leaving TrueProfit.