CAPI for pLTV & Profit
Let Meta bid on profit, not just revenue.
BooleanMaths CAPI sends order margin and predicted lifetime value alongside revenue on every server-side Purchase event. That unlocks Meta's Profit and pLTV value optimizations without touching the ROAS you already report on.
Features
Three values on one Purchase event
Meta's Sales campaigns can optimize for Value, Profit or pLTV. Each reads a different field on the same Purchase event, and BooleanMaths sends all three.
Profit
Margin in net_revenue
Per-order profit from SKU-level COGS, so Meta learns which orders actually make you money.
pLTV
Lifetime value in predicted_ltv
A predicted lifetime value on every purchase, so Meta can find buyers who come back, not just buyers who spend once.
RTO
RTO-adjusted signals
Meta never learns a COD order came back. Risky orders are discounted by delivery probability before Meta sees them.
Hygiene
Clean event foundation
Order ID and External ID on every purchase, browser and server, so the value Meta learns from is deduplicated and matched.
Reporting
Judged on CM2, not ROAS
Compare Profit and pLTV campaigns to your Value campaign on contribution margin and cohort revenue, which Meta can't show you.
How Meta uses it
Same bidding, a different idea of value
For every person it could reach, Meta estimates how likely they are to buy and how much that purchase is worth, then bids on the two together. Meta knows nothing about your COGS. Switching from Value to Profit or pLTV changes only which number it learns worth from, and so which buyers it goes after.
Value chases big baskets
Optimizing on revenue pushes delivery toward high-AOV orders, whatever they actually earn you. Still the right default for single-margin catalogs.
Profit chases margin
Optimizing on net_revenue shifts delivery toward full-price buyers and high-margin SKUs. It pays off when margins vary across products, discounts or shipping.
pLTV chases repeat buyers
Optimizing on predicted_ltv targets people who look like your best repeat customers, even when the first order is small. Built for supplements, food and personal care.
How it's calculated
Where the numbers come from
Meta only optimizes as well as the values it's given. BooleanMaths computes both numbers for every order from your own store data, before the Purchase event is sent.
net_revenue
Profit, per order
Calculated for each order from its payment method, the products in the cart and where it's being delivered.
COGS per SKU
Shipping cost by geography
RTO and cancellation rates
Payment method
A prepaid order to a metro and a COD order to a high-RTO pincode can carry the same revenue and very different profit.
predicted_ltv
Predicted LTV, per customer
Calculated for each customer from how similar buyers have behaved over time in your store.
Historical repeat rates
First purchase product
New vs returning
Geography
Payment type
Device
A ₹249 first order can be worth far more than its basket if it comes from a customer likely to buy again.
Eligibility
Before Profit and pLTV unlock
Sending the signals, half of it. Whether these events are actually available for optimization depends on the volume
Meta checks the two conversion events separately, and the figures below are approximate, and may change.
Profit
Around 200 purchases in the last 28 days, at least three distinct net_revenue values, and up to seven days to activate.
pLTV
Around 100 Meta-attributed purchases a week for four consecutive weeks, then the Set up pLTV step in Events Manager. Sending predicted_ltv alone doesn't switch it on.
Learning phase
Roughly 50 purchases a week per ad set for value optimization to train. Expect two to four weeks before results are readable.
How it works
Live in three steps
Step 1
Enrich every purchase
BooleanMaths CAPI adds net_revenue and predicted_ltv to each server-side Purchase, with revenue left in value. Confirm in Test Events and watch Profit and pLTV coverage reach 100%.
Step 2
Set up Profit and pLTV
Once your account clears Meta's thresholds, complete Set up profit and Set up pLTV in Events Manager. Then create a Sales campaign on Maximize value of conversions and pick Profit or pLTV.
Step 3
Test it against Value
Run it alongside your Value campaign for two to four weeks without edits. Expect Meta's ROAS to dip while real margin rises, so judge it on CM2, POAS and 60–90 day cohort revenue.
