> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/facebook-capi/maximize-conversion-value-based-on-ltv.md).

# Maximize conversion value based on customer LTV

Stop bidding on orders and start bidding on customers. Use Littledata to sync Shopify LTV to Google and Meta Ads for smarter, value-based optimization.

### Why order value is not enough

Most stores optimize their ad campaigns on the value of each order. Say a new customer spends $5 and a returning customer spends $20. With standard tracking, the ad platform thinks the returning customer's purchase is worth four times more.

Often the opposite is true. A new customer can be worth much more over their lifetime (LTV). When you only bid on order value, the platform undervalues new customers and spends too little to win them.

### New and Returning Customer Purchase events

Littledata can send two extra purchase events, next to the standard purchase:

| Event                                      | When it's sent                                                               |
| ------------------------------------------ | ---------------------------------------------------------------------------- |
| `New Customer Purchase - Littledata`       | The customer's first order. Subscription renewals are not included.          |
| `Returning Customer Purchase - Littledata` | Any order from a customer who has ordered before, and subscription renewals. |

How you get them depends on the platform:

* **Meta Ads:** add them as recipes from the **Event editor**. See [New and Returning Customer Purchase in Meta Ads](https://help.littledata.io/integrations/facebook-capi/meta-ads-custom-events-verifying-new-and-returning-customer-purchase).
* **Google Ads:** they are conversion actions that are on by default when you connect Google Ads. See [New and Returning Customer Purchase in Google Ads](https://help.littledata.io/integrations/google-ads/new-and-returning-customer-purchase-in-google-ads).
* **TikTok and Pinterest:** add them as recipes from the **Event editor**. The event names follow each platform's format. See [Available recipes](/event-editor/recipes.md#available-recipes).

These events are sent server-side. To match orders to ad clicks, Littledata sends hashed customer data with each event:

* **Meta Conversions API:** hashed customer details such as email, phone number and name, plus the Meta browser and click IDs (fbp and fbc) when they are available.
* **Google Ads enhanced conversions:** the hashed email, or the hashed phone number when the order has no email, plus the Google click ID when there is one.

Here's how the events look in Meta Events Manager:

![](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-73871e5260f40335c24338ace97253736d98a6ba%2Fevents-manager-03-20-2026_02_42_pm.png?alt=media)

And here they are as conversion actions in Google Ads (**Goals** > **Conversions**):

![](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-bc3273ff06573cd8710ca8135fca66e102ffd3aa%2Fscreenshot-2026-03-20-at-14.45.30.png?alt=media)

### Set values based on LTV

Once the events are flowing, you can give each customer type a value based on your own data, instead of the order value.

For example, you know a new customer is worth $600 over their lifetime. A repeat purchase brings in $100 on average. If you value New Customer Purchase at $600 and Returning Customer Purchase at $100, you tell the platform that one new customer is worth six repeat purchases.

To make the platform bid on these values, use a value-based bid strategy.

Meta Ads

In Meta, this is an ad set setting.

{% stepper %}
{% step %}

#### Open the ad set

In Meta Ads Manager, open your sales campaign and edit the ad set.
{% endstep %}

{% step %}

#### Choose the conversion event

Under **Conversion**, set **Conversion location** to **Website**. Then choose the Littledata purchase event you want to optimize for.
{% endstep %}

{% step %}

#### Choose the performance goal

Set **Performance goal** to **Maximize value of conversions**.

![](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-c557313c8d2b32aba0be205aaebd4ecded773550%2Fscreenshot-2026-03-20-at-11.57.08.png?alt=media)
{% endstep %}
{% endstepper %}

Google Ads

In Google Ads, this is a campaign setting.

{% stepper %}
{% step %}

#### Open campaign settings

Open your campaign and go to **Settings**.
{% endstep %}

{% step %}

#### Change the bid strategy

Under **Bidding**, choose **Maximize conversion value**. You can also set a target return on ad spend. Click **Save**.

![](https://3956158252-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1QhTbrMraNWciQeDvu1b%2Fuploads%2Fgit-blob-bc78f2268e98ced18015fe170c36ea7531a44574%2Fmax-conve-value.png?alt=media)
{% endstep %}
{% endstepper %}

### What changes in your campaigns

With this setup, the platform stops hunting for the cheapest sale right now. Using the 6:1 ratio from the example, it will:

* Bid more for people who have never bought before, because it sees a $600 opportunity. See [Lifetime value in GA4](https://help.littledata.io/google-analytics/conversions/lifetime-value-in-ga4) to learn more about your customers' LTV.
* Learn which ads and creatives bring in long-term customers, not one-off discount hunters.
* Balance your budget between new customers and repeat sales, based on the values you set.

{% hint style="info" %}
Expect your cost per acquisition to go up when you optimize for new customers. Returning customers are easier to convert, so new customers cost more to win.
{% endhint %}

### Related articles

* [New and Returning Customer Purchase in Meta Ads](https://help.littledata.io/integrations/facebook-capi/meta-ads-custom-events-verifying-new-and-returning-customer-purchase)
* [New and Returning Customer Purchase in Google Ads](https://help.littledata.io/integrations/google-ads/new-and-returning-customer-purchase-in-google-ads)
* [Recipes](https://help.littledata.io/event-editor/recipes)