Now that you’ve implemented conversion values, next you can:
Adjust your conversion values
You can adjust your conversion values with:
- Conversion value rules: Use conversion value rules to apply a multiplication factor to conversion values for higher value types of customers, devices or locations.
- New customer acquisition goals: Use the new customer acquisition goals to efficiently acquire new customers through your Google Ads campaigns.
Find conversion values in reports
After you've set up conversion tracking, you'll have access to conversion value data, like the sum of all conversion values for all your conversions. To view all your conversion value data at-a-glance, you'll need to add columns to your statistics table.
To add conversion value columns, follow the steps in About columns in your statistics table.
For information about the columns that are available, read Understand your conversion tracking data.
Select values and bidding strategies
When you set up your conversion values, you can use either the Maximize conversion value or Target ROAS automated bid strategies. Automated bid strategies automatically set bids to optimize for your performance goals. To help improve your performance, these strategies incorporate real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction.
Target ROAS maximizes conversion value while trying to reach an average return on ad spend that you set. In other words, it's the average conversion value (such as sales revenue or profit margins) that you'd like to get for each dollar you spend on ads.
Maximize conversion value bidding automatically finds an optimal bid for your ad each time it's eligible to appear, in order to maximize conversion value subject to your daily budget.
Selecting currency
Conversion values will always be reported to you in your Google Ads billing currency. However, you can assign a different currency to your Google Analytics conversions if those are measured in a currency different from your billing currency. Google Ads will import the Google Analytics conversions in that designated currency and then convert it for you to your billing currency.
Conversion value currency for cross-account conversion tracking
If you use cross-account conversion tracking, managed in a manager account (MCC) with multiple Google Ads accounts, the conversion values will use the currency of the manager account unless you specify a different currency with the default value or provide a currency code in the conversion tag. However, if the Google Ads account driving a click that converts has a different billing currency, the conversion value will be converted to that account's currency using the average daily foreign exchange rate.
Tracking conversions without a monetary value
If you're tracking conversion actions without a real monetary value but still want a way to measure relative values of different conversion actions, you can choose not to assign a currency. These values are often referred to as "key performance indicators" or "KPIs." Even if your tag includes a currency code, it will be ignored if you've selected no currency for the default value of that conversion action. This lets you control whether your conversion values are measuring monetary values or KPIs without updating the conversion tracking tag on your site.
If a conversion action in your manager account has no currency assigned to the value, we won't do any foreign exchange conversion, regardless of the account currency of the Google Ads account that gets credit for the conversion.
