How to See Conversion Value in Meta Ads Manager

To view it, open Meta Ads Manager, click Columns, select Customize columns, and add Purchase Conversion Value or Website Purchases Conversion Value. Click Apply to add the value to your campaign report.

For a basic ecommerce report, add these five metrics:

• Purchases
• Purchase Conversion Value
• Website Purchases Conversion Value, if available
• Amount Spent
• Purchase ROAS

For example, $4,000 in attributed purchase value and $1,000 in ad spend produces a 4.0 Purchase ROAS.

How Do You Add Conversion Value in Meta Ads Manager?

Add the metric from the Customize columns menu in Ads Manager.

1. Open Meta Ads Manager.
2. Select the correct ad account.
3. Set the date range you want to analyze.
4. Select the reporting level:

• Campaigns
• Ad sets
• Ads

1. Click Columns above the results table.
2. Select Customize columns.
3. Search for purchase or value.
4. Select the metrics you want to report:

• Purchases
• Purchase Conversion Value
• Website Purchases Conversion Value, if available
• Cost per Purchase
• Purchase ROAS
• Amount Spent

1. Click Apply.

The selected metrics will appear in the Ads Manager table. You can compare purchase value across campaigns, ad sets, and individual ads.

Which Conversion Value Metric Should You Choose?

Purchase Conversion Value shows the total value of purchases attributed to the selected ads. Use the website-specific metric when you want to isolate purchases made on your website.

For most ecommerce campaigns, Purchase Conversion Value, Purchases, Amount Spent, and Purchase ROAS provide the core revenue and efficiency view.

How Do You Calculate ROAS from Conversion Value?

Divide Purchase Conversion Value by Amount Spent.

Purchase ROAS = Purchase Conversion Value ÷ Amount Spent

Example:

• Purchase conversion value: $4,000
• Amount spent: $1,000
• Purchase ROAS: 4.0

This means Meta attributed $4 in purchase value to the campaign for every $1 spent on advertising. Meta defines ROAS as the amount earned for each unit of advertising spend.

Why Is Conversion Value Blank or Showing a Dash?

A blank value usually means Meta did not receive purchase value or did not attribute a purchase to the selected ads.

1. Meta Is Not Receiving a Purchase Value

Your website's Meta Pixel or Conversions API must send purchase information, including the transaction value and currency.

Check the Purchase event in Events Manager. Confirm that it includes:

• value
• currency
• A purchase event ID or transaction reference, where applicable

A purchase event without a monetary value cannot populate Purchase Conversion Value correctly.

2. No Purchases Were Attributed to the Selected Ads

Ads Manager reports purchase value only when Meta attributes the purchase to the selected campaign, ad set, or ad under the account's reporting settings.

A sale shown in Shopify, Google Analytics, or your payment processor may not appear in Ads Manager if Meta did not attribute it to the ad.

3. The Wrong Metric Is Selected

Meta may show several similar metrics, including:

• Purchase Conversion Value
• Website Purchases Conversion Value
• Mobile App Purchase Conversion Value
• Offline Purchase Conversion Value
• Add to Cart Conversion Value

For an online store, select the website purchase metric when it is available. Use app or offline metrics only when those sales are part of your tracking setup.

4. The Date Range Excludes the Purchase

Expand the reporting period if the purchase occurred outside the selected date range. Check the campaign's attribution settings if Ads Manager and your store records still show different totals.

5. Tracking Was Recently Installed or Changed

A new Meta Pixel, Conversions API setup, or ecommerce platform integration may not report historical purchase value retroactively.

After confirming the setup, test a new purchase event and check whether Meta receives the value and currency parameters.

How Do You Save the Conversion Value View?

Save the selected columns as a preset so you can reuse the same report.

1. Click Save as preset or Save column preset.
2. Name the preset, such as Revenue and ROAS.
3. Save it.
4. Reuse the preset whenever you analyze Meta campaign performance.

The Ads Manager interface and available metrics can vary by account, objective, conversion location, and event setup. If Purchase Conversion Value is unavailable, search for value in the column customization window and select the purchase-value metric shown for your campaign.