Conversion value that is really a conversion count

An account with a default value on every action reports a value that rises and falls exactly with the number of conversions. It looks like money in the reports, and it is not.

This matters as soon as someone switches to value-based bidding or reads ROAS to judge a campaign. Both assume the value says something the count does not.

The check takes only the conversion actions that actually recorded something recently.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Goals, then Conversions, then Summary, for the last 30 days.
2. Keep the actions that recorded at least one conversion.
3. Open each and look at its Value setting.
4. If all of them use the same value for each conversion, at 1 or 0, the value column is a count.

Give each kind of result a value that reflects what it is worth. For sales, send the real order value. For leads, use an estimate based on how many leads become customers, or import real values from your CRM.

Until then, judge campaigns on cost per conversion rather than ROAS.

• Conversion value
• Maximize conversion value
• Return on ad spend (ROAS)
• Value-based bidding

The checks next to this one in Conversion tracking, each with its own page.

• Two primary actions counting the same result
• Conversions that arrive after the report is read
• A primary goal that forgets every click after a day
• Different results added into one number
• A sale reported at a fixed price rather than its own
• Enhanced conversions available and switched off