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The short answer
A purchase action set to always use its default value ignores the amount the site sends. A €15 order and a €900 order then weigh the same, and any bidding on value is bidding on a count. Oppy lists every purchase or paid subscription action set this way.
Why it matters
On a lead form, a fixed value is reasonable and often deliberate. On a purchase it means the revenue in every report is one number multiplied by the order count. The ROAS column describes nothing anyone sold.
Value-based bidding then aims at the wrong thing. It cannot prefer the campaign that sells expensive products, because to the account every sale is worth the same.
How Oppy decides
The check reads every conversion action with its category and value settings.
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 Purchase action and look at Value.
- If it says Use the same value for each conversion, the site's order value is being ignored.
- Compare the conversion value in Google Ads with your shop's revenue for the same days.
What to do about it
Switch the action to Use different values for each conversion, and make sure the tag or Google Analytics event sends the order total and currency.
Place a test order and check that the right value arrives. Keep the default value only as a fallback for orders that send none.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.
- A number somebody typed, standing in for what a customer is worth
- A primary goal that forgets every click after a day
- A lead counted every time the same person does it
- Two primary actions counting the same result
- A goal Google is aiming at that has never been hit
- Conversion value that is really a conversion count