Not all conversions are equal — some are worth more to your business than others. If you assign values to your conversions, you'll be able to see the total value driven by your advertising across different conversions, rather than simply the number of conversions that have happened. And you'll be able to identify and focus on high-value conversions.
Conversion values can be assigned to conversions created in Search Ads 360 or imported with conversions from other platforms.
For Floodlight conversion values, the following conditions apply:
|
Conditions |
For Floodlight sales tags |
For non-sales tags |
|---|---|---|
|
Record conversion values when the Floodlight tag fires |
Yes. |
No. |
|
Upload conversion values through an offline API. |
Yes. |
No. |
|
Apply custom variable adjustments or conversion value rules to change the conversion values. |
Yes. |
Yes. |
|
Use Floodlight instructions to change conversion values |
Yes. |
Yes. |
|
Modify conversion values directly in the conversion action page. |
Yes. |
Yes. Modify conversion value or set to zero. |
You can also view originally reported conversion values without any adjustment or rules by selecting the original conversion value column. Note that for CFV segmentation, this is a new addition and only data from July 2024 is available in this column.
The following table describes the conversion value adjustments and the best use of each adjustment type.
|
Type of adjustments |
Best practices |
|---|---|
|
Default conversion value (no adjustment) |
The same conversion value that is assigned to all conversions for tracking, counting and reporting purposes. Learn more about conversion values for Floodlight conversion actions.
|
|
Transaction-specific conversion values |
Conversion values assigned to conversions that can change with each transaction. Example: Record the transaction value after each customer purchase.
|
|
Custom variable adjustments |
Adjustments applied to conversions under different conditions. Examples:
|
|
Conversion value rules |
Rules applied to conversions in different situations, but remain constant, such as location, audience, or device. Example: Increase the conversion value by 2X for customers in New York.
Example: Increase the conversion value by 3X for customers in New York who shop on a mobile device.
Rule conditions:
Example: $10 (reported value) x 3 (if CVA = “new”) + $10 (if location is New York) = $40 (final adjustment).
|
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