Meta Purchases Value is the total revenue from purchases that Meta attributes to your ads.
Meta Purchases Value = SUM ( purchase values )Each purchase order total attributed to your Meta ads is summed across the selected period.
| Metric | Definition |
|---|
| purchase values | Order totals from purchase events reported by Meta Pixel or Conversions API |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your Meta campaigns generated $42,800 in attributed revenue in March across three campaign types.
| Campaign | Revenue | Purchases | Avg Order |
|---|
| Retargeting | $18,540 | 412 | $45.00 |
| Lookalike | $16,072 | 298 | $53.93 |
| Prospecting | $8,188 | 137 | $59.77 |
How It Works
Meta captures the order total each time a purchase event fires after someone interacts with your ad. Revenue is attributed based on Meta’s attribution window (default 7-day click, 1-day view). This value forms the numerator when calculating ROAS.
When to Use
| Scenario | Action |
|---|
| Measuring campaign ROI | Divide by spend to calculate ROAS |
| Budget allocation | Shift spend toward campaigns driving the most revenue |
| Evaluating profitability | Compare revenue against ad spend and product margins |
| Seasonal planning | Track revenue trends to forecast peak period budgets |
| Metric | Relationship |
|---|
| Meta Purchases | Count of purchases (this metric sums their values) |
| Meta ROAS | Purchases Value ÷ Ad Spend |
| Meta Spend | The denominator for ROAS calculations |
