Conversion value

Value turns a count of results into money. It is what lets an account prefer a €900 order to a €15 one, and what Target ROAS and Maximize conversion value aim at.

Values that are made up, fixed or missing make every ROAS figure meaningless, however precise it looks.

1. Add Conv. value and Conv. value / cost to the campaign table.
2. Open each conversion action under Goals, then Conversions, to see how its value is set.
3. For purchases, check the tag sends the order total and currency.
4. For leads, check whether values are estimated or imported from real sales.

A shop's purchase action used a fixed value of 1, so every order counted the same. Sending the real order total showed that one campaign brought far larger orders, and the budget moved toward it.

• Leaving purchases on a fixed default value.
• Setting lead values once and never checking them against real sales.
• Reading ROAS from values that are really a count.

The audit checks Oppy runs on this, each with its own page.

• Conversion value that is really a conversion count
• Sales recorded with no amount
• A number somebody typed, standing in for what a customer is worth

• Return on ad spend (ROAS): Conversion value divided by cost, often shown as a percentage: €400 of sales from €100 of ads is a 400% ROAS.
• Value-based bidding: Bidding toward conversion value rather than the number of conversions, so the account buys more of what is worth more.
• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.