Predictive LTV for Custom Events in Meta

Meta Custom Event Optimization with Angler Events allows you to improve customer lifetime value (LTV) or reduce customer acquisition cost (CAC). Meta ad delivery supports custom event optimization (CEO) where for conversion-focused campaigns instead of optimizing on standard PURCHASE events, advertisers can optimize on a custom event that is better aligned with the campaign objectives.

Angler's optimization events can be configured to support the following campaign objectives:

• LTV:CAC optimization: to acquire high value customers by optimizing LTV:CAC
• CAC optimization: to acquire new customers with improved unit economics, i.e. lowering CAC

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Read about how For Wellness optimized for predictive LTV and achieved a 41% increase in first-order-purchase ROAS.

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Below are step-by-step instructions to set up Meta CEOs based on your campaign objectives. We recommend you start with an A/B test to measure relative performance of this optimization compared to your standard ad optimization.

Setup of Custom Events

Angler configures custom events enriched with online identifiers and sends them to your Meta data source (pixel) via Conversion API (CAPI). If optimizing for LTV:CAC, the new custom event will be called Angler LTV Custom Event, whereas, for lowering CAC, associated custom event will be called Angler CAC Custom Event.

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Angler LTV Custom Event

Anger LTV custom event is expected to have the same or better event match quality (EMQ) of that of standard Purchase Event, and typically includes Facebook's marketing identifiers such as FBP and FBC.

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Angler CAC Custom Event

Similarly, Angler CAC custom event, designed to improve CAC, is expected to have similar or better EMQ of that of standard Purchase Event.

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