Profit Optimization sends the profit on each order to Meta alongside the order value, so Meta can optimize delivery toward your higher-margin sales rather than simply your highest-revenue ones.
Where Attribution Passback changes which touchpoint Meta credits for a sale, Profit Optimization changes how much that sale is worth in Meta's eyes. Neither depends on the other — run either alone, or both together.
How it works
When the toggle is on, Triple Whale includes an additional net_revenue field in the Purchase event payload sent through CAPI:
value — the order value, as today.
net_revenue — the profit on that order, calculated as order value minus the sum of product costs.
currency — applies to both figures.
Product costs come from your existing Cost Settings page. Nothing new needs to be uploaded if your COGS are already maintained there.
Requirements
Complete product costs are required
Profit Optimization needs cost data for all products to calculate net revenue accurately. If some products are missing costs, the settings page shows how many are incomplete. If no products have cost data at all, the toggle is unavailable.
Meta activates profit-based optimization only once your data can support it. You need:
At least 3 distinct positive profit margin values — genuine variation in margin across your orders.
At least 200 conversions over a 7-day period.
Brands with a flat margin across the catalogue are unlikely to benefit, because there is no margin variation for Meta to optimize against.
Turning it on
Profit Optimization is wizard step 4 of the Meta setup wizard.
Go to Data > Sonar Enrichment, open the Integrations tab, and open your Meta integration.
Make sure your product costs are complete in Cost Settings. The step links straight there and warns you to configure cost settings before switching the feature on.
On the Profit Optimization step, switch the toggle at the top right on.
Click Save and Continue, then Done on the final step.
To confirm it is active later, open the Meta Delivery Overview. The Purchase row carries a Profit Optimized badge. That table is read-only — change the setting from Triple Whale.
FAQ
Do I need Attribution Passback to use Profit Optimization?
No. They are independent features configured in the same wizard. You can run either alone.
What happens if some products are missing costs?
Net revenue will be inaccurate for those orders. The settings page shows how many products are incomplete and links to Cost Settings. Complete them before enabling.