What is the conversion value?

The conversion value is the amount you assign to a conversion, such as the revenue of an order or the expected value of a lead. The value can be fixed or dynamic, taken from the order or the margin. Google Ads uses the conversion value for reports such as ROAS and for bid strategies that optimize for value.

Why is the conversion value important?

Not every conversion is equal: an order of €400 is worth more than an order of €20.
Optimizing for revenue or profit: a target ROAS and maximize conversion value only work with values.
Better comparison: you see which campaigns deliver a lot of value, not just a lot of conversions.

Examples of the conversion value

An online store passes the order amount as a dynamic value for every order.
An installer gives a quote request a fixed value of €150, derived from its own win rate and average job size.
An online store passes the margin instead of the revenue, so the campaign optimizes for profit.

How do you use the conversion value?

Choose a fixed or dynamic value for each conversion action. For an online store, pass the order amount or the margin from the order; for leads, work back from your own figures. Check that the values are correct before you optimize on them. Read more about the setup under Google Ads campaigns.

Conversion value