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About conversion values

This article explains what conversion values are, the benefits of using them, and how they are reported. To set or edit conversion values or to change the currency in which your conversion values are reported, follow the steps in the article Set conversion values.

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.

When you use conversion tracking, you can assign the same value to all conversions of a certain action or let each conversion have different values (transaction-specific).

Benefits

Conversion values help you track and optimize your campaigns' return on investment (ROI).

You can use the target return on ad spend (ROAS) flexible bid strategy to help maximize your conversion value while averaging your target return on ad spend.

Here are some other benefits of using conversion values:

  • Better insight: You can measure the total conversion value generated by your campaigns' conversions. This also helps you track your campaigns' ROI by using the "Conversion value/cost" column. You can use this data to identify keywords, ad groups, and campaigns that show a high or low return on investment and manually change bids, budgets, and targeting.
  • Smarter bidding: Once you set up conversion values, you can use the target return on ad spend (ROAS) flexible bid strategy. Flexible bid strategies automatically set bids to optimize for your performance goals across specific campaigns, ad groups, and keywords. With target ROAS, AdWords will set maximum cost-per-click (max. CPC) bids to maximize your conversion value, while trying to achieve an average return on ad spend (ROAS) equal to your target.

About conversions with the same value

For some conversions, the value can be kept the same. You might want to use conversion values that are the same if you are tracking several conversion actions. You can capture separate values that way, say for phone calls and sign-ups. Seeing the separate values allows for useful comparisons between two different conversion actions. If you value calls at $5 and sign-ups at $20, this means you value your sign-ups four times more than calls.

Other examples of actions that customers take that could be valuable to your business: form submits, price quotes, arranging test drives, callback requests or looking up a store location.

About transaction-specific conversion values

A transaction-specific value is one that could be different each time the same conversion happens. If you own an online store with a shopping cart, for example, one purchase conversion might be worth $25, while another is worth $500.

You might want to use transaction-specific conversion values for your business if each of your sales has a different conversion value and you'd like to:

  • Track and optimize your campaigns' return on investment
  • Use Smart Bidding strategies, such as target return on ad spend (ROAS). We recommend you select "Every" in your conversion counting settings if this is the case. If you select "One," only one value is counted, even if a customer converts more than once.

Requirements

Setting up a transaction-specific value requires the support of a web developer, someone who can integrate transaction-specific values with the google_conversion_value variable within the conversion tracking tag.

Set up transaction-specific values

To set up transaction-specific values, follow the steps in this article on Tracking transaction-specific conversion values.

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, you'll need to add columns to your statistics table.

To add conversion value columns, follow the steps in Use columns to find specific performance data. For information about the columns that are available, see Understand your conversion tracking data.

Conversion value currency

Conversion values will always be reported to you in your AdWords billing currency. However, you can assign a different currency to the value of each conversion.

Conversion value currency for cross-account conversion tracking

If you use cross-account conversion tracking — managed in a manager account (MCC) — with multiple AdWords accounts, the conversion values will use the currency of the manager account unless you specify a different currency with the default value or provide a currency code in the conversion tag. However, if the AdWords account driving a click that converts has a different billing currency, the conversion value will be converted to that account's currency using the average daily foreign exchange rate.

Example

Your manager account's default currency is British Pounds. You created a conversion action you've valued at £10. Someone clicks an ad served by a managed account with a default currency of Euros and completes a conversion action. The current exchange rate is £1 = €1.19. In the managed account, we'll show a conversion value of €11.90. The conversion value will still be shown as £10 in the manager account.

Tracking conversions without a monetary value

If you're tracking conversion actions without a real monetary value but still want a way to measure relative values of different conversion actions, you can choose not to assign a currency. These values are often referred to as "key performance indicators" or "KPIs." Even if your tag includes a currency code, it will be ignored if you've selected no currency for the default value of that conversion action. This lets you control whether your conversion values are measuring monetary values or KPIs without updating the conversion tracking tag on your site.

Example

You have an email sign-up form on your website, and prefer not to assign a monetary value to sign-ups, but still want to assign a numerical value to them. You create a conversion action and assign a value of "2" to each sign-up, and choose "No currency set." In your reports, you'll see a value of "2" regardless of your account's billing currency or any currency code sent in the tag.

If a conversion action in your manager account has no currency assigned to the value, we won't do any foreign exchange conversion, regardless of the account currency of the AdWords account that gets credit for the conversion.

Values and bidding strategies

Once you set up your conversion values, you'll be able to use the target return on ad spend (ROAS) automated bid strategy. Automated bid strategies automatically set bids to optimize for your performance goals. To help improve your performance, target ROAS incorporates real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction.

Target ROAS maximizes your conversion value, while trying to reach an average return on ad spend that you set. In other words, it's the average conversion value (for example, revenue) that you'd like to get for each dollar you spend on ads.

You might want to use target ROAS when you value individual conversions or conversion actions differently and want to meet a target return on ad spend. Learn more about target ROAS and how to set it up.

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