POAS Course Part #10: How to Optimize for POAS
What This Lesson Covers
In this module, you’ll learn exactly how to optimize your ad campaigns for Profit and POAS using Reaktion’s conversion events — including how it works in Google and Meta, what settings matter, and how to avoid common mistakes.
1. Before You Start: Cost Settings Must Be Correct
To optimize for profit, Reaktion needs accurate cost data.
Make sure your cost of goods sold, fees, and additional costs are configured correctly inside Reaktion.
If your cost settings are wrong → your profit numbers will be wrong → your optimization will be wrong.
2. How to Optimize for Profit/POAS in Google Ads
Google gives you full flexibility, even with existing campaigns.
Step 1 — Open Your Conversions Settings
Go to Goals → Conversions → Conversion Summary.
Here you’ll see all Reaktion events.
Step 2 — Set the Two Required Profit Events as “Primary”
To optimize for profit, Google needs both:
- ReaktionProfit
- Your core profit event.
- ReaktionProfit (Conversion Booster)
- Captures additional tracked orders that the main event may miss.
Set both of these to Primary.
Step 3 — Remove Other Purchase Events From “Primary”
If any other purchase events remain marked as Primary (e.g., “Purchase”, “Revenue”), Google will optimize for multiple conflicting goals.
This breaks POAS optimization.
Only these two should be Primary:
- ReaktionProfit
- ReaktionProfit (Conversion Booster)
Step 4 — Set Your Bidding Strategy to Target ROAS
This part confuses everyone, but it’s simple:
You select Target ROAS,
…but because Google is receiving profit inside your purchase conversion,
Target ROAS = Target POAS.
Google is bidding based on profit, not revenue.
Step 5 — Optimizing for POAS After Refunds
If you want to optimize for profit after refunds:
Replace your primary purchase event with:
✔️ Reaktion Profit After Refunds
Then repeat the same steps.
3. How to Optimize for POAS in Meta Ads
Meta works slightly differently.
- You cannot change the conversion goal on an existing campaign.
- You must create a new campaign and set ReaktionProfit as the optimization goal from the outset.
4. Summary: What You Need to Successfully Optimize for POAS
✔ Accurate cost settings
✔ Profit (and conversion booster) event set as Primary (Google)
✔ No competing purchase goals
✔ Target ROAS bidding strategy (Google)
✔ New campaign setup (Meta)
✔ Profit or Profit After Refunds selected as the goal
