Set up conversion value rules

This animation demonstrates how to set conversion value rules for store visits in Google Ads.

Conversion value rules let you adjust conversion values to record their relative value to your business based on conditions, such as location, device, and customer attributes.

Conversion value rules only apply to Search, Shopping, Display, and Performance Max campaigns.

Once setup, you can view your conversion value rules output in the conversion value column in your conversion actions table. Read view your conversion value rules reporting. These rules will also be used for value-based bidding optimization in your campaigns using Target ROAS bidding, Maximize conversion value bidding, and Performance Max campaigns.


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.
  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. Click Create conversion value rule.
  5. If you report store visits or store sales, you will have an option to select a conversion goal. You may select All conversion goals, Store visits, or Store sales.
  6. Select the conversion value rule for your “Primary condition”. Select Audience, Device, Location, or No condition, and the associated sub-categories.
    • Note: “No condition” will only appear if you have an option to select ”Store visits” or “Store sales” as a conversion goal. “No condition” means that you’re setting a rule that applies to a store conversion action unilaterally, not a subset of actions like Audience, Geo, or Device.
  7. You can select an optional “secondary condition” from the remaining primary conditions. If a secondary condition is selected, customers must meet both primary and secondary conditions for the value rule to be applied.
    • Note: All value rules in your account must use the same type of primary and (optional) secondary conditions. For example, if your primary condition is "Location" and your secondary condition is "Device" for value rule #1, all other value rules must have a "Location" primary condition. If your additional value rules also have a secondary condition, it must be "Device". If you need to change the type of conditions you're using in your value rules, you'll need to delete all value rules and create new rules with the consistent conditions.
  8. The "Conversion value rule" preview section will display “If/And/Then” rule statements according to the rules you’ve specified. These statements will apply to both included and excluded rules.
    • Note: There is no "Or" option, however, when you select multiple options in the primary or secondary condition, we'll automatically treat each option as an "Or" statement. For example, if you select 2 cities, the rule will apply to either city.
  9. In the “Value” section, set the value adjustment when your conditions are in effect:
    • Add: Adds a positive value (greater than 0) on top of whatever conversion value is being passed.
    • Multiply: Multiplies the value being passed by whatever is entered in the field. Note this value ranges from 0.5 to 10.
    • Set: Set a specific value (in beta, reach out to your Google representative if you don't find this option and would like to test it).
  10. Click Save. Your rule will appear in the “Value rules” table.

Keep in mind:

  • You can set a maximum of 2 conditions per rule. The secondary condition is optional
  • When setting a rule, once you choose your primary condition type, your secondary condition must be a different type. For example, if your primary condition type is Location (eg, “California”), your secondary condition cannot also be Location.
  • When you create a value rule, all subsequent value rules must have the same conditions.
  • You can select more than one option when setting up the rule. The rule will treat each option as an “or” in the preview section. For example, if you select “New York” and “California”, the rule will apply for customers in New York or California.
  • You can adjust values with integers as well as percentages.
  • If you currently use conversion value with Smart Bidding, particularly Target ROAS bidding or Maximize conversion value bidding, you can apply conversion value rules to optimize toward users who are more valuable to your business. Learn more about the impact of conversion value rules on Smart Bidding.

What happens if a customer meets the conditions for multiple rules?

No matter how many rules are set up, only one rule can be applied to a given conversion. In cases where customers meet the conditions for multiple value rules, here is how those situations are resolved:

Location rules

Example: There is a value rule set up for customers in the United States and another for customers in California, which is in the United States.

Which rule applies?

The most precise location rule is applied. In this example, the rule for California would be applied since that is more specific than the rule for the United States.

Audience rules

Example: Separate rules are set up for a few different audiences and a customer converts who is part of multiple audience lists.

Which rule applies?

The existing audience attribution hierarchy will be used:

If there is a tie between 2 rules, a "Multiply" rule will be selected over an “Add” rule. If there is still a tie (meaning more than one “Multiply” rule), the rule with the highest multiplier adjustment will be selected.

Device rules

There cannot be multiple device rules applied since all device categories are mutually exclusive.

Store visits or store sales rules

Example: There's a value rule set up for store visits with no condition and a value rule set up for London. A customer in London visits your store after engaging with an ad.

Which rule applies?

The store visits rule applies. Conversion category rules — store visits or store sales — are considered more specific than rules that apply to all conversions.

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