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Can I send profit instead of order value to Meta and Google?

Optimize for profit instead of revenue sends each order's value minus its costs, so Meta or Google can learn to find profitable customers.

What the setting changes

TrueROAS normally sends each order to Meta and Google Ads with its order value. For Google Ads, VAT and shipping can be left out of that value. See Can I leave VAT and shipping out of the value sent to Google Ads?. With Optimize for profit instead of revenue turned on, it sends the order's profit instead. That is the order value minus the costs saved on that order in Cost Manager: product cost, handling, shipping cost and payment processing fee. Ad spend is not taken off.

The ad platform then learns to find customers who bring you profit, not only big orders.

  • An order without any costs is sent with its order value.
  • An order whose costs are as high as its value, or higher, is sent with a value of 0.01, so the purchase still counts.

The text under the switch explains what happens. When the switch is on, it says the platform receives profit (order value minus your costs), that the ROAS the platform reports becomes based on profit, and that the platform will re-learn who to target. When it is off, it says the platform receives the order value.

The sales and ROAS that TrueROAS tracks from your orders do not change. How to set your costs is explained in How do I add my product costs in Cost Manager?.

Turn it on for Meta

  1. Open Setup in the left menu and click Events Manager.
  2. Click Meta Conversions API.
  3. If Meta CAPI is already on, its settings are folded away. Click Configure to show them.
  4. Turn on Optimize for profit instead of revenue, below the Meta settings. It is marked as a Pro feature. The switch only shows once your Meta dataset and access token are saved, as described in How do I set up Meta CAPI in Events Manager?.
  5. You see Now sending profit as the conversion value.

Turn it on for Google Ads

The switch only shows once Google Ads Enhanced Conversions is on. If it is not on yet, set it up first as described in How do I send my sales to Google Ads with Enhanced Conversions?.

  1. Open Setup in the left menu and click Events Manager.
  2. Click Google Enhanced Conversions.
  3. If you see a summary of your settings, click Configure to show them.
  4. Turn on Optimize for profit instead of revenue, in Value sent to Google below Also send orders without a Google Click ID.
  5. You see Now sending profit as the conversion value.

The switch is saved straight away, so you do not need to click Save Settings. Click Done to fold the settings away again.

Turn it off

Turn the switch off in the same place. You see Back to sending order value, and TrueROAS sends the order value again from then on.

On the Basic plan

On the Basic plan the setting is locked:

  • The switch is greyed out. Hover over it to see Available on Pro and Premium plans.
  • The text under it reads, for Meta, Send each order's profit to Meta instead of its sale value, so it learns to find profitable customers, not just big orders.
  • Click Upgrade to Pro under the text to open the Billing tab in General Settings, where you can change your plan.

See What is the difference between the Basic, Pro and Premium plans?.

Good to know

  • Meta and Google Ads each have their own switch, so you can send profit to one and the order value to the other.
  • The setting applies to the whole store. Anyone on the store who can open Events Manager can change it.
  • It changes the value of orders TrueROAS sends after you turn it on. Orders that were already sent keep the value they were sent with.
  • Only the costs saved on each order are taken off. Your break-even ROAS and your monthly custom costs are not used for the profit that is sent, even when your profit numbers in TrueROAS use your break-even ROAS. See How do I set my break-even ROAS and use it instead of product costs? and How do I add monthly costs like apps, rent or payment fees?.
  • For Google, when Leave out VAT or Leave out shipping is on, your costs come off the order value without VAT or shipping.
  • TikTok and AppLovin always get the full order value. There is no profit setting for them.
  • When the Meta or Google settings are folded away, their summary shows Optimize for profit with On or Off.
  • The Meta and Google Ads windows in General Settings have the same switch. See What is Feed Ad Platforms True Data in General Settings?.