Minimum ROAS bidding tells Meta's delivery system to pursue the highest total purchase value it can while keeping the campaign's average ROAS at or above a set floor. Unlike cost-based strategies that treat every conversion equally, this strategy factors in the value of each conversion, making it well suited to ecommerce accounts with varied order values.
It requires accurate purchase-value tracking through the pixel or CAPI to work correctly; if event values are missing or misconfigured, the algorithm optimizes against bad data and delivery becomes erratic, which is one of the most common setup mistakes agencies find when auditing an ecommerce account's bidding.
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