Conversion values

Set up additional settings

Now that you’ve implemented conversion values, next you can:

Adjust your conversion values

You can adjust your conversion values with:

Conversion value rules: Use conversion value rules to apply a multiplication factor to conversion values for higher value types of customers, devices or locations.
New customer acquisition goals: Use the new customer acquisition goals to efficiently acquire new customers through your Google Ads campaigns.

Find conversion values in reports

After you've set up conversion tracking, you'll have access to conversion value data, like the sum of all conversion values for all your conversions. To view all your conversion value data at a glance, you'll need to add columns to your statistics table.

To add conversion value columns, follow the steps in About columns in your statistics table.

For information about the columns that are available, read Understand your conversion tracking data.

Select values and bidding strategies

When you set up your conversion values, you can use either the Maximise conversion value or target ROAS automated bid strategies. Automated bid strategies automatically set bids to optimise for your performance goals. To help improve your performance, these strategies incorporate real-time details such as device, browser, location and time of day to adjust your bids during each ad auction.

Target ROAS maximises conversion value while trying to reach an average return on ad spend that you set. In other words, it's the average conversion value (such as sales revenue or profit margins) that you'd like to get for each pound that you spend on ads.

Maximise conversion value bidding automatically finds an optimal bid for your ad each time that it's eligible to appear, in order to maximise conversion value subject to your daily budget.

Selecting currency

Conversion values will always be reported to you in your Google Ads billing currency. However, you can assign a different currency to your Google Analytics conversions if those are measured in a currency different from your billing currency. Google Ads will import the Google Analytics conversions in that designated currency and then convert it for you to your billing currency.

Example: Suppose you assign Euro as the currency for your Google Ads billing, but you're recording conversions in USD for Google Analytics. You can set your Google Analytics conversions currency as GBP and then the value will be converted and reported in Euros in your Google Ads reporting. This happens because you've set it as the currency in your Google Ads billing account.

Conversion value currency for cross-account conversion tracking

If you use cross-account conversion tracking – managed in a manager account (MCC) with multiple Google Ads accounts – the conversion values will use the currency of the manager account, unless you specify a different currency with the default value or provide a currency code in the conversion tag. However, if the Google Ads account driving a click that converts has a different billing currency, the conversion value will be converted to that account's currency using the average daily foreign exchange rate.

Example: Your manager account's default currency is British Pounds. You created a conversion action that you've valued at £10 GBP. Someone clicks an ad served by a managed account with a default currency of Euros and completes a conversion action. The current exchange rate is £1 GBP = €1.19 EUR. In the managed account, we'll show a conversion value of €11.90 EUR. The conversion value will still be shown as £10 GBP in the manager account.

Tracking conversions without a monetary value

If you're tracking conversion actions without a real monetary value but still want a way to measure relative values of different conversion actions, you can choose not to assign a currency. These values are often referred to as 'key performance indicators' or 'KPIs'. Even if your tag includes a currency code, it will be ignored if you've selected no currency for the default value of that conversion action. This lets you control whether your conversion values are measuring monetary values or KPIs without updating the conversion tracking tag on your site.

Example: You have an email sign-up form on your website, and prefer not to assign a monetary value to sign-ups, but still want to assign a numerical value to them. You create a conversion action and assign a value of '2' to each sign-up, and choose 'No currency set'. In your reports, you'll find a value of '2' regardless of your account's billing currency or any currency code sent in the tag.

If a conversion action in your manager account has no currency assigned to the value, we won't do any foreign exchange conversion, regardless of the account currency of the Google Ads account that gets credit for the conversion.

Tracking conversions with values in different currencies

When tracking conversions that aren’t imported from Google Analytics and don't use cross-account conversion tracking, it's important to assign a currency to the conversion value. The conversion tag in Google Tag Manager needs to have the currency parameter set, either fixed or variable. This step ensures accurate reporting and allows for meaningful analysis of metrics like ROAS.

You can assign a currency to a conversion value in the settings for a conversion action or when you set up a new conversion action. When you set the value for a conversion action, simply pick the currency that you want to use from the menu.

If you're using transaction-specific conversion values in your conversion tracking tag, you can also specify the currency using the google_conversion_currency variable. Use the appropriate ISO 4217 standard 3-letter code for the currency.

Example:

var google_conversion_currency = “EUR”;

Include the same code in the IMG line of the tag.

Example:

¤cy_code=EUR

When you report conversion values in currencies other than your default account currency, we use the average daily foreign exchange rate to convert the amount into your account currency in your reports. This ensures consistency in reporting and allows you to compare costs and conversion values with meaningful ratios like ROAS.

Note: If your conversion tag doesn't specify a currency code, or doesn't use the ISO 4217 standard 3-letter code, we ignore the currency in the tag and instead use the currency that you provided with the default value for that conversion action.

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