Value per conversion (Value / conv.)

Source: Google Ads Help, Understand your conversion tracking data.

Both parts come from the primary conversion actions, the ones in the Conversions column. Value / all conv. does the same sum over every action, secondary ones included. See conversion value for where the values come from.

The other half of ROAS

Value per conversion and cost per conversion are two halves of one sum. Divide the first by the second and you get ROAS. A conversion worth €80 that costs €32 gives a ROAS of 2.5.

This is also where a maximum cost per conversion comes from. At a 40% margin, a conversion worth €80 can cost up to €32 before it loses money. That is the break-even ROAS seen from the other side.

What moves it: order size, product mix, the share of low-value actions counted as primary, and value rules. A drop with steady orders usually means the mix moved toward cheaper products, or a low-value action became primary.

A worked example

An online wine shop reads value per conversion over two days. Monday brought 2 orders worth €400, so €200 each. Tuesday brought 20 orders worth €2,000, so €100 each.

The average of the two daily figures is €150. The real figure for the two days is €2,400 over 22 orders: €109.09. The quiet day weighed as much as the busy one in the first sum. A period's value per conversion has to come from the period's totals.

1. Open Campaigns, click the Columns icon, then Modify columns.
2. In the Conversions group, tick Value / conv., with Conv. value and Conversions beside it to check the sum.
3. Click Segment, then Conversions, then Conversion action, to see which action carries the value.
4. For lead actions, check the value set in each action's settings under Goals, then Conversions.

Optizads works out Value / conv. from the period's sums, the way the wine shop example does: the period's conversion value over its conversions. It never averages daily figures. Both sums come from each campaign's stored days, read each night, with the last 35 days read again as late conversions and their values come in.

Three neighbours sit in the same Conversions group of the metric picker. Value / all conv. counts every action. Conv. value per click divides value by clicks. Value / conv. (by conv. time) counts each conversion on the day it happened; see conversions by conversion time.

Put it in a report's Key figures next to Cost per conversion, and the reader sees both halves of ROAS at once. On the Overview, the Line display shows whether value per conversion drifts while volume holds.

When the real value lives outside Google Ads, a deal size from your CRM or a margin per order, a Google Sheets metric reads it each night. A calculated metric then divides it by Conversions, so you see the value Google never received.

• Averaging daily or per-campaign values per conversion instead of dividing the period's totals.
• Making a €5 newsletter action and a €300 sale both primary, then reading one average value.
• Calling a fall in value per conversion a bad week when the product mix simply moved.

• Conversion value: What a conversion is worth, sent with it or set as a default.
• 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.
• Break-even ROAS: The return on ad spend at which a sale pays for its own advertising and nothing more.
• Value-based bidding: Bidding toward conversion value rather than the number of conversions, so the account buys more of what is worth more.

• All conversions: All conversions is the Google Ads column that counts every conversion the account records, including the actions not used for bidding.
• Conversions (by conv. time): Conversions (by conv. time) counts each conversion on the day it happened, not on the day of the ad click that led to it.