About conversion values

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 find 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. This article will help you understand conversion values and how adjustments can affect reporting.

Note: Understanding how Search Ads 360 processes and reports conversion data is key to accurately measuring campaign performance. Discrepancies can sometimes arise when comparing Search Ads 360 data with other platforms like Campaign Manager 360, Google Ads, Google Analytics 4 (GA4), or backend systems. For troubleshooting broader conversion discrepancies, consider factors like differing attribution models, currency settings, and data processing times across 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. Since custom Floodlight variable (CFV) segmentation is a new addition, only data from July 2024 will be available in this column.

The following table describes the conversion value adjustments and the best use of each adjustment type.

Note: Changes to conversion values will impact your reports. Learn more about Search Ads 360 conversion value rules reporting.

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. Learn how to Set conversion values for Google Ads 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. Learn how to Use the Google tag for Floodlight activities in the Campaign Manager Help Center. Learn more About conversion values in the Google Ads Help Center. Learn how to Track transaction-specific conversion values in the Google Ads Help Center.
Custom variable adjustments	Adjustments applied to conversions under different conditions. Examples: Increase the conversion value for umbrellas on rainy days. Optimize for conversions that equal a custom Floodlight variable. Custom variable adjustments will override default conversion values. Custom variable adjustments are created in campaign settings. When using custom columns that rely on these adjustments, verify their formulas and if the specific conversion actions are included. Custom columns are for reporting insights and don’t directly influence ROAS calculations or bidding strategies as primary conversion actions. Learn how to Set custom variable adjustments.
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. You can also apply more than one rule to specific conversion values. Example: Increase the conversion value by 3X for customers in New York who shop on a mobile device. Rule conditions: Conversion value rules apply only to Search and Shopping campaigns for Google Ads, Microsoft Advertising, Yahoo! Japan, and Baidu client accounts. Conversion value rules created in Search Ads 360 (at the sub-manager level) apply only to campaigns that use Search Ads 360 goals alone or a mix of Search Ads 360 and Google Ads goals. Conversion value rules can be combined with custom variable adjustments. The default order of applying adjustments is below: Conversion value ➡ custom variable adjustments ➡ conversion value rule = final adjustment Example: $10 (reported value) x 3 (if CVA = “new”) + $10 (if location is New York) = $40 (final adjustment). Conversion value rules are created from the conversions page. Learn how to Set up Search Ads 360 conversion value rules.

Was this helpful?

How can we improve it?

About conversion values

Related links

Was this helpful?

Need more help?

Try these next steps: