Meta can now optimize for profit. Your pixel can’t send it

Hello,

You’ve probably seen the news already.

Meta has added a new Profit option in Campaign Settings, right next to “Purchase value”.

In Campaign Settings, under Conversion value, there's a new option next to "Purchase value":

Profit.

The standard Purchase event can now carry two numbers: what the customer paid, and what you actually made.

That means every campaign can now be optimized for profit, including catalog ads.

Why this matters

Until now, Meta only chased sales.

A ₹5,000 order with ₹300 profit looked better than a ₹2,000 order with ₹1,200 profit.

So Meta kept pushing the wrong products.

Some brands send profit on a separate side event using tools like ProfitMetrics. Normal campaigns could use it. Catalog ads couldn't.

Now profit sits inside the regular Purchase event. So every campaign can use it, catalog ads included.

The catch nobody is talking about

Meta added the button.

It didn't add the data.

You still have to send profit to Meta. And your website pixel can't do it.

The pixel only sees the order amount. It doesn't know your product cost, discounts or shipping cost.

That data sits in your store backend or finance sheet, not on your website.

And you don't want margins on your website anyway. Anyone can inspect it.

So profit has to be worked out and sent from the server.

No server-side setup = no profit signal = the new button does nothing.

This is where CustomerLabs comes in

CustomerLabs is the layer between your business data and Meta.

For every purchase, we:

1. Pick up the order

2. Match it with your product cost

3. Work out the gross profit

4. Send revenue and profit together on the Purchase event, server-side via Conversions API

Your margins stay private. Meta gets the real number. Every campaign, including catalog ads, can optimize for profit.

And we don't stop at profit.

We can also send LTV: how much a customer is likely to spend with you over time.

Profit tells Meta which orders made you money.
LTV tells Meta which customers will keep making you money.

The bottom line

Meta just made room for profit.

Most brands will turn it on and send nothing useful.

The brands that win will be the ones sending real profit and LTV from day one.

We've always said Meta is only as smart as the data you give it. This update proves it.

Book a call to start sending profit and LTV to Meta

P.S. Not sure what Meta is optimizing for in your account today? 

Reply PROFIT and we'll check your Purchase event for you.