About Search Ads 360 conversion value rules

Search Ads 360 Conversion value rules let you adjust your conversion value reporting. Conversion value rules let you better express the value of conversions as they relate to your business, and easily adjust values for conversions based on devices, locations, and Google Ads audiences.

Conversion value rules apply to Performance Max, Search, and Shopping campaigns in Google Ads, as well as Search and Shopping campaigns in Microsoft Advertising, Yahoo! Japan Ads, and Baidu client accounts.

This article explains how conversion value rules work. When you’re ready, learn how to set up conversion value rules.

How it works

Conversion value rules allow you to provide additional value information that isn’t already reflected in your account and optimize in real time to those values. Conversion values are adjusted by the specific rules and reported in the conversion value column of your account.

You can create conversion value rules in Search Ads 360 for sub-manager accounts and for specific campaigns. Conversion value rules created for a sub-manager account apply to all search and shopping campaigns managed by it. Conversion value rules created for a specific campaign only apply to that campaign.

You can review your conversion value rules in the conversion value column across your account reporting.

For example:

You're an online leads business that currently values all leads at $5 USD. However, you know that mobile users are typically worth $10 USD. With conversion value rules, you could specify this by multiplying all conversions from mobile users by 2, and Search Ads 360 would report $10 USD values for users on mobile devices.

On the other hand, you could be a retailer with brick-and-mortar stores who sells products across a wide range of price points. With conversion value rules, you can set different store visit value by campaign to reflect different average in-store order values.

Conditions you can Set Description Supported Engines
Audiences Indicate the type of users that you know are higher value to your business through conversion value rules on first-party and audience lists. Google Ads
Devices Adjust values for users converting on different types of devices with conversion value rules for devices.
  • Google Ads
  • Microsoft Advertising
  • Yahoo! JAPAN Ads
  • Baidu
Location Adjust values for conversions from users in different locations with conversion value rules on geographical location.
  • Google Ads
  • Microsoft Advertising
  • Yahoo! JAPAN Ads
  • Baidu
No condition (for specific conversion goals) Create unique value rules that only apply to store visits or store sales conversion actions. Google Ads

Learn how to Apply value rules to locations in bulk.

Reporting and bid optimization

Search Ads 360 Conversion value rules let you adjust your conversion value reporting, which help your bidding strategies optimize towards the conversions you value most.

For example: let’s say you're an online leads business. You value all leads, however, leads from people in California are worth more to you. If you’ve set up a conversion value rule that increases the value of leads from customers in California, your bid strategies will optimize towards those users.

The type of conversion goals and bid strategies you choose for a campaign determine the conversion value rules that are applied in your reporting as well as how they impact your bid optimization.

For search and shopping campaigns with Search Ads 360 conversion goals

When data sharing between Search Ads 360 and Google Ads is enabled:

  • Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
  • Search Ads 360 conversion value rules are used for bid optimization

See the table below for more details.

Campaign Settings Impact on reporting and bidding
Conversion goal selected Bid strategy owner Conversion value rules used in Search Ads 360 reporting Conversion value rules used in Google Ads reporting Effective Conversion value rules used for bid optimization
Search Ads 360 Search Ads 360 or Google Ads

Search Ads 360

Search Ads 360

Search Ads 360

Search Ads 360 and Google Ads Search Ads 360 or Google Ads Search Ads 360 Search Ads 360 Search Ads 360

When data sharing between Search Ads 360 and Google Ads is not enabled:

  • Google Ads conversion columns will report values adjusted by Google Ads conversion value rules
  • Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
  • Search Ads 360 conversion value rules are used for Search Ads 360 intraday bid optimization.

Learn how to Share Search Ads 360 conversion data with Google Ads.

Learn more About the campaign-level conversions setting.

For search and shopping campaigns with Google Ads conversion goals

Campaigns with Google Ads conversion goals may have Search Ads 360 conversion value applied to them differently depending on how you set up your campaign. Conversion value rules that are applied in your reporting and how they impact your bid optimization are determined by:

  • The conversion goal of your campaign
  • The conversions reporting options you choose when creating your campaign
  • The bid strategy for your campaign

See the table below for more details.

Campaign Settings Impact on reporting and bid optimization
Conversion goal selected Conversions reported in Search Ads 3601 Bid strategy owner Conversion value rules used in Search Ads 360 reporting Conversion value rules used in Google Ads reporting Effective conversion value rules used for bid optimization
Google Ads Google Ads conversions Search Ads 360 or Google Ads Search Ads 360 Search Ads 360 Search Ads 360
Search Ads 360 conversions Google Ads Search Ads 360 Google Ads Google Ads
Search Ads 360 conversions Search Ads 360 Intraday bidding Search Ads 360 Google Ads Search Ads 360

During campaign creation, when you choose to use a Google Ads conversion goal, you can also choose which conversion goals are reported in Search Ads 360. This column represents that option.

When setting up a campaign with Google Ads goals, it is not recommended to use a Search Ads 360 auction-time bidding strategy while also reporting Search Ads 360 goals with Search Ads 360 conversions.

Learn how to Share Search Ads 360 conversion data with Google Ads.

Learn more About conversion goals.

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