Conv. Value / Cost is just really a metric to show your ROAS. So lets say your Conv. Value / Cost comes to a figure of 5. 5, it means for every $1 you put in, it gave you back $5. 5 in revenue or 550% ROAS. The "true" figure returned is 450% or 4. 5 because you shouldn't really be losing ad spend money. When we run campaigns, we usually suggest to eCommerce customers that the min return is 1, 000% ROAS or a conv. Value/ cost = 10. If you have a high profit margin eg 50% then you might be happy with 900% ROAS as a minimum but some companies have such low margins eg 20% or so, that they need ROAS 2000% or 20x to being to be profitable. I myself struggle with trying to achieve those metrics. You have to be realastic. The bottom line is, most owners know what ROAS they want. You just need to dig it out of them: Just say "Mr business owner, for ever $1 you spend, how much do you need back as a minimum including the original $1? they will say "Oh yes, I need back $6" You say "Great, so we need a 600% ROAS or conv. Value/ cost of 6" If you divide the revenue by ad spends, that is the conv. Value/ cost. It's now about "how you apply to a real world campaign" that figure already existed but you didn't understand the mechanics of getting to that figure.
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