About conversion value rules

Conversion value rules let you adjust your conversion value reporting and Smart Bidding optimization. Conversion value rules let you better express the value of conversions as they relate to your business, and easily adjust values for conversions based on geographic location, device and audiences at auction time bidding in real time.

This article explains how conversion value rules work. When you’re ready, learn how to Set up conversion value rules.

How it works

Conversion value rules allow you to provide additional value information that isn’t already reflected in your account (for example, different margins for different types of users, or lifetime value considerations) and optimize in real time to those values. Conversion values are adjusted by the specific rules (for example, increase value for users in New York by 20%) and reported in the conversion value column of your account.

You can review your conversion value rules in the conversion value column across your account reporting. Conversion value rules will also be used in real time by Smart Bidding to optimize Target ROAS and Maximize conversion value. Conversion value rules only apply to Search, Shopping, Display, and Performance Max campaigns. Each rule can have a primary and secondary condition.

For example: You're an online leads business that currently values all leads at $5 USD through Google Ads. However, you know that Californian leads are typically worth $10 USD. With conversion value rules, you could specify this by multiplying all conversions from California by 2, and Google Ads would report $10 USD values for users from California.

On the other hand, you could be a retailer with brick-and-mortar stores who sells products across a wide range of price points. With conversion value rules, you can set different store visit value by campaign to reflect different average in-store order values.

If you’re using a value-based Smart Bidding strategy, like Target ROAS or Max Conversion Value, then your bidding will automatically optimize for these values as well. Thus, the rule you specify will ultimately better reflect what you know about your business in Google Ads.


  • Optimize your true business goals: Better reflect your business’ observable data and optimize to what matters, like revenue, profit, offline conversion value, or lifetime value.
  • Simplified management: Improve reporting and optimization directly from your Google Ads account, without having to change tagging code.
  • Real-Time Optimization: Optimize for nuanced values in real-time with Target ROAS and Maximize conversion value.
Conditions you can set with conversion value rules
Audiences Geographic locations Device No condition (for select conversion goals)
Indicate the type of users that you know are higher value to your business through conversion value rules on first-party and Google audience lists. Adjust values for conversions from users in different locations with conversion value rules on geographical location. Adjust values for users converting on different types of devices with conversion value rules for devices.

Create unique value rules that only apply to store visit or store sales conversion actions.

Note: Some value rules conditions may not be available for advertisers with ads related to housing, employment, or credit due to Google Ads policies.
Keep in mind: Smart Bidding already uses signals like geography, device, and first-party audience lists (when applied). If a user in one of those segments converts better, and this is reflected in your reporting, Smart Bidding already accounts for that. Learn more by reading about the impact of conversion values rules on Smart Bidding and performance.

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