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The short answer
Many accounts give each lead or call a fixed value somebody typed, and tell Google to ignore anything else. That is a fair start, but every ROAS figure and value-based bid then rests on that one guess. Oppy lists the actions that recorded conversions recently at a value someone typed in.
Why it matters
A value of 50 on a form submission says every lead is worth 50, whether it becomes a €5,000 contract or never answers the phone. It is the honest choice when nothing better exists, and it is often set once and forgotten.
The trouble starts when bidding is built on it. Maximize conversion value and target ROAS treat the typed number as truth, so a campaign that brings small leads and one that brings large ones look the same.
How Oppy decides
The check reads every conversion action that is set to always use its default value and recorded conversions 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.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | Conversion actions |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Goals, then Conversions, then Summary.
- Open each lead or call action and look at Value.
- Note the ones set to Use the same value for each conversion, and the value typed.
- Ask whoever set it where the number came from, and when.
What to do about it
Check the typed value against reality: average deal size times the share of leads that become customers. Update it at least once a year.
Better still, send real values back. Import offline conversions with the revenue each lead produced, so bidding learns which leads are worth more.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.