About conversion adjustments

A customer's typical conversion path ends after they convert, but this isn't always the case. Customers return retail purchases, cancel reservations or perform actions that increase their value to your business. To account for these changes in conversion value, you can adjust the value of a conversion after it's reported in Google Ads.

This article explains how conversion adjustment works and when to use it.

When to use conversion adjustments

Conversion adjustments can be useful if you need to:

  • Retract conversions that should no longer be counted in your conversion columns, such as cancelled reservations or returned purchases.
  • Reduce (restate) the value of conversions when you receive partial returns for an order. For example, if a customer is shopping for shoes, they might order shoes in different sizes and return the ones that don't fit, which brings down the total value of the purchase.
  • Change the value of conversions based on customer lifetime value, that is, when customers (and, consequently, their conversions) become more valuable or less valuable to your business based on their purchase history.

How conversion adjustment works

You can adjust conversions in two ways.

  • Restate: Allows you to change the conversion value, but not the count of conversions. Only the Conv. value and All Conv. value columns and ROAS bid strategies will be affected.
  • Retract: Allows you to permanently remove a conversion and change the conversion value to 0.00 and remove it from the conversion count. Conv., Conv. value and All Conv. value columns will be updated and CPA and ROAS bid strategies will be affected.

Important: Once a conversion is retracted (or restated with a value to 0), it can't be adjusted further. Any subsequent attempts to adjust the conversion will be ignored (without an error message).

If you would like to 'undo' conversion retractions, you can reupload the conversion data with slightly different conversion timestamps (for example, add a few seconds to each one) so that these will be treated like new conversions. You can read more about how to adjust your conversions.

Keep in mind: You can only adjust online conversions if you've used a transaction ID with your transactions. Google Ads uses the combination of transaction ID and conversion action name in your spreadsheet to identify the conversion that you'd like to adjust. Since you also provide an adjustment time for each conversion, you'll be able to segment your conversion data to see how much time elapses between conversion and adjustment.

To restate or retract a conversion, you'll need to place your transaction data in a spreadsheet and specify which conversions you'd like to adjust in your Google Ads reports.

  • For conversions you'd like to retract, you'll need to provide the date and time that the conversion was retracted as well as the transaction ID or Google Click ID and the name of the conversion action associated with the conversion. Then, you'll upload the spreadsheet in the same way that you import offline conversions into Google Ads.
  • For conversions that you'd like to restate, you'll need to provide a new value for these conversions. You'll also have to provide the date and time that the conversion was restated as well as the transaction ID or Google Click ID and the name of the conversion action associated with the conversion. Then, you'll upload the spreadsheet in the same way that you import offline conversions into Google Ads.
Note: When adjusting offline uploaded conversions that were created using a transaction ID, use the transaction ID. If the offline conversion was created without a transaction ID, use the GCLID and conversion time for your adjustment.

You'll start seeing your changes in your Conversions, All conversions, Conversion value and All Conv. value columns in about the same amount of time that you see regular conversion data surface in your reports.

Tip

Since there's no way for you to tell in Google Ads whether an order was attributed to a Google Ads click, we recommend that you upload all orders that you'd like to adjust. If the order wasn't attributed to a Google Ads click and therefore not in your Google Ads reports, you'll see an error message letting you know the conversion couldn't be found.

Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Search
Clear search
Close search
Google apps
Main menu
Search Help Centre
true
73067
false