A transaction-specific value is one that could be different each time the same conversion happens. If you own an online store with a shopping cart, for example, one purchase conversion might be worth $25 USD, while another is worth $500 USD.
You might want to use transaction-specific conversion values for your business if each of your sales has a different conversion value and you'd like to:
- Track and optimize your campaigns' return on investment.
- Use Smart Bidding strategies, such as target return on ad spend (ROAS). It’s recommended you select "Every" in your conversion counting settings if this is the case. If you select "One," only one value is counted, even if a customer converts more than once.
