Conversion values help you measure and optimise the true business impact of your ad campaigns more accurately. If you assign values to your conversions, you'll be able to learn the total business value that Google Ads generated, rather than simply the number of conversions that have happened. You'll also be able to identify and focus on high-value conversions.
Benefits
Conversion values help you to track and optimise the return on investment (ROI) of your campaign.
You can use the Target (ROAS) bid strategy to help maximise your conversion value, such as sales revenue or profit margins, while trying to achieve your target return on ad spend (ROAS).
If you don't have a specific return on ad spend target, you can use the Maximise conversion value bid strategy to maximise the total conversion value of your campaign within your specified daily budget.
Here are some other benefits of using conversion values:
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Better insight: You can measure the total conversion value generated by your campaigns' conversions. This also helps you to track your campaigns' ROI by using the 'Conversion value/cost' column. You can use this data to identify keywords, ad groups and campaigns that show a high or low return on investment and manually change bids, budgets and targeting. |
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Smarter bidding: Automated bid strategies use the conversion values that you set up to automatically set bids to optimise for your performance goals across specific campaigns, ad groups and keywords.
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Set up conversion value measurement
Before you can use conversion value measurement for insights or Smart Bidding, you’d need to set up conversion value measurement:
| Measure different values for each conversion | Measure the same value for each conversion |
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It is more representative of actual values of a transaction, but can require more work to set up. You might want to use transaction-specific conversion values for your business if each of your sales has a different conversion value. For example, if you sell multiple products that vary in price, or if you offer different services at different price points, you should use different values for each conversion. To do this, you'll need to add dynamic values to your tracking code. This will allow you to record a unique value for each conversion. If you don't add this code, the default value that you enter will be used for all conversions. |
It is easier to set up but may be less representative of different values of each transaction. You might want to use conversion values that are the same to roughly distinguish several conversion actions from each other. |
