Minimum ROAS (return on ad spend) is one of Facebook’s bid strategy options, meaning that it tells us how to bid in the ad auction. When you use minimum ROAS, they target a minimum return on ad spend for each bid. To use this bid strategy, you’ll need to optimise your ad set for purchase value.

For example, if you want your budget of USD 100 to result in at least USD 110 in purchases (or a 110% return), you’d set your ROAS control at 1.100.

Best if you:

• Want to meet or exceed a specific return on ad spend.
• Need more control over the purchase value that you generate from ads than what is possible with the highest value bid strategy.

Bear in mind that:

• If your minimum ROAS value is set too high for Facebook to meet, delivery may sometimes stop and your budget may not be spent in full.
• We’ll aim to stay above the minimum ROAS control that you specify, but it’s not guaranteed.
• If you care more about spending your budget in full than always meeting or exceeding a specific ROAS, highest value bidding may be a good option.
• To use minimum ROAS, you must have a functional pixel or SDK set up to track conversion events, and meet the eligibility requirements for value optimisation.
• During the learning phase, your ROAS may not meet the minimum you specify.
• Once an ad set has exited the learning phase, we will aim to meet the minimum ROAS that you specify, but it’s not guaranteed.

What’s the difference between minimum ROAS and highest value?

With minimum ROAS, there’s less guarantee of spending your budget in full. This is because we might not be able to constantly meet your required minimum ROAS value. Instead, we’ll aim to get you the most opportunities possible, while meeting or exceeding your minimum ROAS value. Highest value tells our system to try to spend your entire budget by the end of the ad set’s schedule, while maximising the amount of value you get from purchases.