Make shows how to send net profit to Meta Conversions API instead of revenue
Make published a guide to optimizing Meta campaigns for profit instead of revenue. According to Make, the latest release of its Facebook Conversions for API app lets you send a custom value and currency code with each conversion event. Instead of Meta receiving the Purchase event with the order total, the order first passes through a Make scenario that calculates net profit: gross revenue minus cost of goods, shipping, payment gateway fees, and tax and return allowances. The scenario has four modules: capture the order from Shopify, WooCommerce or a webhook, look up cost of goods from an ERP or inventory system, calculate profit with Iterator and Array aggregator modules, and send a Purchase event to Meta with the profit in the value field. Make advises testing on a single order first, warning the team that reported revenue will drop, and comparing POAS before and after rather than ROAS.
Otomatzia editorial · Published
Source published: · Make
