By Fatima
November 28, 2025
Meta extended the capabilities of its Value Rules offering with the addition of a new parameter: “Conversion location”. It offers more granular control to advertisers over how the algorithm prioritizes different types of conversion events on their website, app, or Instant Forms. The update was spotted for the first time by performance marketing expert Bram Van der Hallen.
The new option allows advertisers to assign higher or lower values to conversions depending on where they occur-a shift that could significantly influence campaign optimization strategies.
How the New Conversion Location Rule Works
Starting with the update, advertisers will be able to choose conversion locations including:
- Website
- App
- Instant Forms
By improving the assigned value for a given location, for example, Instant Forms, the delivery system will optimize to yield more conversions from that particular environment.
This can help advertisers steer the results toward preferred sources without completely excluding other paths to conversion.
Higher Value, Higher Cost: Meta Cautions Advertisers
With this update, there is more personalization; however, Meta details that advertisers must use this feature thoughtfully.
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Increasing the value for a conversion location:
- Improve volume from the preferred source
- Shift traffic towards channels of better perceived lead quality
- Increase overall cost per result, depending on competition and audience response
Meta recommends that advertisers review their own performance data, in particular, conversion quality, and apply aggressive value rules.
Why Rules of Value Matter in Optimization
Value Rules help advertisers push the Meta algorithm toward results that are meaningful without building restrictive audiences or excluding placements.
Unlike hard filtering, value rules:
- Guide the algorithm instead of forcing it
- Be flexible within targeting
- Encourage higher-value events
- Maintain broad delivery while still prioritizing key outcomes
The new “Conversion location” option gives more strategic refinement to advertisers who manage leads across multiple platforms-for example, website vs. Instant Forms.
Industry Response
Digital marketers embraced the addition, many calling it a useful feature for lead-generation campaigns. Van der Hallen, who surfaced the update, noted that this adds an important layer of control for Meta advertisers seeking better alignment between conversion quality and bidding strategy.
A Continued Push Toward Smarter, Value-Driven Optimization This update reflects Meta’s continued investment in tools that help advertisers tailor optimization signals to their business goals. As automation becomes more central to Meta’s ad platform, value-based adjustments like these offer a way to influence outcomes without limiting the system’s reach. The biggest beneficiaries of this added flexibility are expected to be advertisers using Instant Forms, app events, or multi-channel funnels.
