The life-time achievement goals of an eCommerce marketer is to attract more high AOV purchasers. This will help their ROAS look gold.
Even our customers used to rant on how spending $270 dollars to acquire a user who’s purchase value is only $300.
Left with zero campaign optimization options:
But when they think of optimizing the campaign for high AOV purchase, the marketers are stuck with zero options but just the default purchase event offered by Shopify CAPI or WooCommerce CAPI. Â
These platforms provide CAPI with the default eCommerce events which are not just enough. Performance marketers are majorly missing out on custom conversion events based on AOV or category or any other custom optimizations for experimentation.
Train the algorithm for your high AOV rather than just a standard purchase event.
Meta ad algorithm is a machine learning algorithm. It needs to be trained on what kind of purchase does businesses want. Based on the user behavior learning, Meta can predict the ROAS that each user can provide which will help in maximizing the value and number of campaign conversions.
Like how we optimize for default purchase event, if we do it for high AOV purchase; the algorithm attracts more relevant users.
Also, Meta recommends optimizing campaigns to maximize the value of conversions, which can lead to a 100% increase in incremental revenue ROAS compared to focusing solely on just conversions.
Build Kickass Reports than boring ones:
The reports you build by these custom AOV based conversion events can be interpreted to measure the performance of the audiences, creatives and campaigns.
You can split and measure on how much high AOV, mid AOV, low AOV orders did the campaigns / adsets in detail.
Attaching a few references here.
Also checkout some of our honest customer stories on how they went beyond Shopify CAPI.
How to do it:Â Please check the document to implement yourself in less than 10-15 minutes.
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