About itinerary conversion value rules FAQs

What's the difference between a dimension and a rule?

A dimension is a vector by which you choose to value differently, such as audience or location. A rule is the combination of the dimension with the value adjustment (such as +3, x2).

How many rules can I set?

You can set up to 500 rules at the campaign or account level. However, no matter how many rules are set up, only 1 rule can be applied to a given conversion. This means if a user is eligible for multiple rules, only 1 will apply to them. More on what happens if a customer meets the conditions for multiple rules can be found here.

Can I set a rule on conversion actions that are not currently tracking value, or have a $0 value set? Can I set a rule to turn non-zero valued conversions into $0 values?

While this is possible, it’s not a best practice. You may notice a negative impact on Smart Bidding performance. As a best practice, you should always confirm that you want to optimize all conversion actions included in the “Conversion” column as tROAS and MCV optimize to whatever is in the “Conversion value” column.

How many conditions can I set per rule?

A maximum of 2: a primary and secondary condition (If/And) that is either inclusive or exclusive (for example, everyone NOT on this audience list).

At what account level can I set Conversion Value Rules?

Rules can be set at the account or campaign level. If set at the account level, rules will apply to all biddable conversion actions in the account. Rules applied at the campaign level will only impact values reported in that campaign. If rules are set at both levels, the rule set at the campaign level will override the one set at the account level. If an account is opted into MCC conversion tracking, then account-level rules must be set up at the MCC level. You’ll notice a message at the top of the screen indicating what account is setting the rule.

If I begin using Conversion Value Rules, how will this impact how the Smart Bidding model learns? Will Smart Bidding ultimately take these Value Rules into account and then automate using the Value Rule as a signal?

When you have a conversion value rule applied at the account or campaign level, Smart Bidding will consider the active rules at serving time and take this into account in bid optimization. Value Rules are designed to have near immediate reactivity at serving time in the Smart Bidding model.

What happens if I remove a Value Rule on a campaign or in an account using Smart Bidding?

tROAS for Hotel Ads will aim to drive as much conversion value as possible within your ROAS target or budget, and will take into account the rules currently active in an account. If the rule is removed, tROAS for HA will continue to drive as much conversion value as possible, taking into account any rules that remain. The system will react quickly to addition/removal/changes of value rules to optimize for the customer’s current definition of value.

If I create a campaign-level Conversion Value Rule, will other campaigns using tROAS for HA be impacted?

Value rules created at the campaign level will not affect bidding performance or reported conversions for other campaigns.

How do I set a negative value?

By using the “multiply” function you can multiply by a value less than one in order to “subtract” from an overall value. For instance, you can set a rule for location that multiplies by .5 for all New Yorkers. If a value was originally set at $10, value rules will adjust this to $5.

0.5x of the original value is the lowest multiplier possible, lower values will result in an error.

You can’t use the “add” function with a negative value. This will result in an error.

Negative values, or values less than $0, aren’t supported in Google Ads.