Reference / Glossary / Targeting and data
Value-Based Bidding
Also: Target ROAS; Maximize conversion value
Automated bidding that optimizes toward conversion value rather than conversion count, so a $500 sale is worth more than a $20 one. It requires passing value with each conversion, ideally predicted margin or LTV rather than revenue. Google's Target ROAS and Meta's value optimization are the main implementations.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Value-Based Bidding." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/value-based-bidding/