Campaigns

Using conversion values

Conversions can no longer be created in AdMob. The Conversions table will continue to display a read-only list of the conversions you’ve created in AdMob and Google Ads. 

Going forward, all conversions should be created in Google Ads and tracked using the Firebase SDK. If you’re setting up conversion tracking in Google Ads for the first time, follow the instructions to track conversions with Firebase.

 

You can use conversion values in AdMob to help you track and optimize your campaigns' return on investment (ROI). You can assign different conversion values to different types of conversion.

Not all conversions are equal — some are worth more to your business than others. If you assign values to your conversions, you'll be able to see the total value driven by your advertising across different conversions, rather than simply the number of conversions that have happened. And you'll be able to identify and focus on high-value conversions.

Setting up or editing conversion values

You set up conversion values when you're creating a new conversion. However, you can change the conversion value as often as you'd like. Just keep in mind that changes will apply only to conversions that happen after the change, and changes to the default value will usually take effect within a few hours. Each conversion type has at least one conversion value associated with it:

App installs (from Google Play) [Android only]
  • Each install is worth: If you choose this setting, the value you choose during setup will be used, regardless of any transaction-specific values your conversion snippet might send.
  • Don't assign a value to this install: The app install action's value will be 0, regardless of the value sent by the code snippet.
    Keep in mind: If you'd like to track and optimize your revenue, it's best to use a conversion value.
App installs (first open) [Android and iOS]
  • Each install is worth: If you choose this setting, the value you choose during setup will be used, regardless of any transaction-specific values your conversion snippet might send.
  • Don't assign a value to this install: The app install (first open) actions' value will be 0, regardless of the value sent by the code snippet.
    Keep in mind: If you'd like to track and optimize your revenue, it's best to use a conversion value.
In-app actions [Android and iOS]
  • Each time it happens, the in-app action has the same value: If you choose this setting, the value you choose during setup will be used, regardless of any transaction-specific values your conversion snippet might send.
  • The value of this in-app action may vary (for instance, by purchase price): If you pick this setting, you'll need to edit your code snippet to send transaction-specific values. You'll also need to set a default value that can be used in case your snippet has technical issues and fails to send a transaction-specific value.
  • Don't assign a value to this in-app action: The in-app action's value will be 0, regardless of the value sent by the code snippet.
    Keep in mind: If you'd like to track and optimize your revenue, it's best to use a conversion value.

 

To change the default conversion value, edit the conversion.

You must update your app if you change the conversion value.

 

Find conversion values in reports

Once you've set up conversion tracking, you'll have access to conversion value data, like the sum of all conversion values for all your conversions. To see all your conversion value data at-a-glance, click Campaigns > Conversions tab and view the All conv. value column in the table.

Keep in mind that your conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions.

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