Set up conversion value rules

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 set up, 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 optimisation in your campaigns using Target ROAS bidding, Maximise conversion value bidding and Performance Max campaigns.

Instructions

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 .
2. Click the Conversions drop-down in the section menu.
3. Click Value rules.
4. Click Create conversion value rule.
   • If you are using cross-account conversion tracking, you must set your conversion value rules from the manager-level account.
5. If you report shop visits or shop sales, you will have an option to select a conversion goal. You may select All conversion goals, Shop visits, or Shop 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 that 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 that 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.

Bear 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 (e.g., 'Southampton'), 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 'Birmingham' and 'Southampton', the rule will apply for customers in Birmingham or Southampton.
• You can adjust values with integers as well as percentages.
• If you currently use conversion value with Smart Bidding, particularly Target ROAS bidding or Maximise conversion value bidding, you can apply conversion value rules to optimise 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 Kingdom and another for customers in Southampton, which is in the United Kingdom.

Which rule applies?

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

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:

• Customer Match
• Your data segments and similar segments (including Google Ads and YouTube)
• Affinity and in-market segments
• Detailed demographics segments.

If there is a tie between two 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.

Shop visits or shop sales rules

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

Which rule applies?

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

Related links

• About conversion value rules
• Impact of conversion value rules on Smart Bidding and performance
• View your conversion value rules report