Value optimization for profit: integration guide

Updated: Aug 6, 2026

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This guide shows how to send profit values for website conversions so Meta can optimize delivery toward profit. For background on how profit optimization works and how to represent values, see the overview.

You can share profit values for website conversions in two ways: in real time through the Conversions API or Meta Pixel, or through Google Tag Manager. Both add a net_revenue value to the Purchase event you already send.

If changing your event payload is high effort, you can set a per-product profit value in your catalog instead. See the catalog integration guide.

Note: There is no separate currency field for net_revenue. The currency you send on the Purchase event applies to both value and net_revenue, so both parameters must use the same currency.

Before you begin

This guide assumes you already have a working Conversions API integration to build on. If you do not, or you need help setting one up, see the Conversions API end-to-end implementation guide. Sending profit values does not replace your existing integration — you add an additional parameter to the Purchase event you already send.

Conversions API

Add the profit value to your existing Purchase event using the net_revenue field, alongside the purchase value and currency. Enter the numeric value for profit in net_revenue, expressed in the same currency as value.

The following example shows a real-time, order-level profit value in a Conversions API payload:

{
  "data": [
    {
      "event_name": "Purchase",
      "event_time": 1633552688,
      "user_data": {
        "client_ip_address": "192.88.9.9",
        "client_user_agent": "test ua1",
        "external_id": "12345"
        // additional match keys recommended
      },
      // include event_id and/or order_id
      "custom_data": {
        "value": 50.5,
        "net_revenue": 20,
        "currency": "USD"
      },
      "opt_out": false
    }
  ]
}

Meta Pixel

Add net_revenue to your existing Meta Pixel Purchase event as an additional parameter, expressed in the same currency as value. Keep any other parameters and your event ID configuration in place.

fbq("track", "Purchase", {
  value: 140.20,
  currency: "USD",
  net_revenue: 90.40,
  ... // keep any additional existing parameters
}, { eventID: 1234 }); // keep existing event ID configuration if configured

Google Tag Manager

If you send events through Google Tag Manager, capture the profit value in a variable and pass it to your Conversions API Purchase event:

Create a new variable to capture the profit. Work with your developers to make this value available to Google Tag Manager and to choose an appropriate way to collect it (for example, the data layer).
Create a new variable of type Custom JavaScript to pass custom variables:
```
function() {
  return JSON.stringify({ net_revenue: '' });
}
```
Amend the GA4 Purchase event you use for the Meta Conversions API to include this variable, setting the parameter name to custom_properties:
Publish your changes.

Verify your integration

After you send profit values, use Events Manager to confirm that Meta is receiving them.

In Events Manager, open your data source and select the columns that display value and currency metrics for your events.
Review your profit coverage to confirm that profit values are arriving with your Purchase events.
Click View event parameters for a detailed breakdown of the parameters received. Confirm that net_revenue is present.

Next steps

After you send profit values, configure your campaign to optimize for profit and view results. See Create a profit campaign in the overview.