View your conversion value rules report

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

Once you’ve set up your conversion value rules you can review your rules, if you need to make any changes. You can also view your conversion value rules reporting within your existing campaign reports. Learn more About conversion value rules.

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

View your conversion value rules

If you’re looking for more information about your conversion value rules, you can review your rules from the values rules page. To do so:

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Value rules.
  4. You can view the conversion value rules you created in the conversion values report.

Here you can make changes to your rules, remove rules, or add new rules. Learn more about setting up conversion value rules. General conversion value rules reporting can be found within your existing conversions and campaign reporting.

About your conversion value rules reporting

You can adjust your conversion value by using conversion value rules. You can review those adjustments in your existing reports where conversion value is used (for example, campaign reporting).

Conversion value rules will work for both optimization and reporting. The same adjusted value that is determined at bidding time will be used for reporting. Conversion value rules are available for Search, Display, and Shopping campaigns.

Values will be adjusted across all campaigns, including those using manual or Target CPA or Maximize conversion value bidding. However, only value-based bid strategies like Target ROAS bidding or Maximize conversion value bidding (where supported) will automatically optimize to the new values.

If you’d like to review specific conversion value rules reporting, you can segment your reports.

Segment your conversion value rules reporting

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Click the segment icon Segment and select Conversions, then Value rule adjustment.
  5. Select one of the segment options below:
    • Original value (rule applied): Total original value of conversions which then had a value rule applied.
    • Original value (no rule applied): Total recorded value of conversions that did not have a value rule applied.
    • Audience, Location, Device, or No Condition: The net adjustment when value rules were applied.

The total conversion value is the sum of “Original Value (rule applied)”, “Original Value (no rule applied)”, and the adjustments made by "Audience, Location, Device, or No Condition" value rules. The total original value of the conversions is the sum of the 2 Original value segments.


Let’s say you sell $50 USD of books to customers in New York and $100 USD of books to customers in California. You set up a value rule to multiply value by 2 for customers from New York, so your total conversion value is $200 USD (2 x 50 + 100).

  • Your “Original value (rule applied)” = $50 USD of books sold to customers in New York.
  • Your “Original value (no rule applied)” = $100 USD of books sold to customers in California.
  • Your “Location” adjustment = $50 USD adjustment increase to the value of customers in New York.

You can add the conversion value rules column to your statistics table. These columns are called "All value adjustment" and "Value adjustment”. Reporting for conversion value rules applies to all conversions, not just the ones in the ‘conversions’ column.

Conversion value rules reporting for store visits and store sales

When using conversion value rules for store visits or store sales, you may prefer to use value rules for bidding only while reporting on the total value of store visits or store sales (without rules applied). Currently, all conversion columns in the statistics table report conversion values with the value rule adjustments included. You can, however, segment columns in the statistics table to manually calculate conversion value without rules applied. You can do this by adding the "Conversions>>Value Adjustment" segmentation and cross-referencing with the "Store visit value" or "Store sales value" pre-defined custom column. Here you will find the "Original value (rule applied)" for store visits or store sales which is the value before the value adjustment is factored in.

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