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 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.
View your conversion value rules
If you’re looking for more information about your conversion value rules, you can review your rules from the 'Value rules' page. To do so:
- Sign in to your Google Ads account.
- In the upper right-hand corner, click the tools icon
. Under 'Measurement', select Conversions.
- In the left panel, click Value rules. You can view the conversion value rules that 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 optimisation 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 Maximise conversion value bidding. However, only value-based bid strategies like Target ROAS bidding or Maximise conversion value bidding (where supported) will automatically optimise 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
- Sign in to your Google Ads account.
- From the page menu, click Campaigns.
- Click the segment icon
and select Conversions, then Value rule adjustment.
- Select one of the segment options below:
- Original value (rule applied): Total original value of conversions that 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.
and select Conversions, then Value rule adjustment.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.
Example:
Let’s say that you sell $50 AUD of books to customers in Sydney and $100 AUD of books to customers in Queensland. You set up a value rule to multiply value by 2 for customers from Sydney, so your total conversion value is $200 AUD (2 x 50 + 100).
- Your 'Original value (rule applied)' = $50 AUD of books sold to customers in Sydney.
- Your 'Original value (no rule applied)' = $100 AUD of books sold to customers in Queensland.
- Your 'Location' adjustment = $50 AUD adjustment increase to the value of customers in Sydney.
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 shop visits and shop sales
When using conversion value rules for shop visits or shop sales, you may prefer to use value rules for bidding only while reporting on the total value of shop visits or shop 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 'Shop sales value' pre-defined custom column. Here you will find the 'Original value (rule applied)' for shop visits or shop sales, which is the value before the value adjustment is factored in.
