Here is what one account with more than $1.2 million in Meta ad spend shows. It matches what I have seen across many other accounts I have managed.
ROAS optimization tends to perform better when a user can keep generating revenue over time. When the product is one fixed purchase, like a yearly subscription, the gap closes.
Where ROAS bidding is usually the stronger option
- Weekly subscription apps with recurring renewals
- Casual and mobile games with in app purchases
- Apps that sell coins, credits or packages on top of a subscription
Why
Purchase optimization helps Meta find people likely to buy. ROAS optimization helps Meta find people likely to generate more revenue.
The CPIs can look brutal. Keep your eye on ROAS anyway, because that is the number this campaign is built to move.
Where purchase bidding can still compete
For a single annual plan with little or no revenue after the first purchase, purchase optimization may still be competitive. When renewals and repeat purchases shape lifetime value, ROAS bidding is usually the better choice.
The requirement
Meta has to receive enough accurate purchase value data to optimize on. Check what actually reaches it. The second week of a weekly subscription will not end up in that value, but an extra coin sale will.
Getting that value right is its own piece of work, and it is what signal engineering covers. I went further into optimizing for user value over cheap conversions in How subscription apps scale Meta ads beyond $100K, written for Adapty.