About conversion values

Not all conversions are equal — some are worth more to your business than others. If you assign values to your conversions, you'll be able to see the total value driven by your advertising across different conversions, rather than simply the number of conversions that have happened. And you'll be able to identify and focus on high-value conversions.

Conversion values can be assigned to conversions created in Search Ads 360 or imported with conversions from other platforms.

For Floodlight conversion values, the following conditions apply:

Conditions	For Floodlight sales tags	For non-sales tags
Record conversion values when the Floodlight tag fires	Yes.	No.
Upload conversion values through an offline API.	Yes.	No.
Apply custom variable adjustments or conversion value rules to change the conversion values.	Yes.	Yes.
Use Floodlight instructions to change conversion values	Yes.	Yes.
Modify conversion values directly in the conversion action page.	Yes.	Yes. Modify conversion value or set to zero.

The following table describes the conversion value adjustments and the best use of each adjustment type.

Changes to conversion values will impact your reports. Learn more about reporting differences in the new Search Ads 360 and Search Ads 360 conversion value rules reporting.

Type of adjustments	Best practices
Default conversion value (no adjustment)	The same conversion value that is assigned to all conversions for tracking, counting and reporting purposes. Learn more about conversion values for Floodlight conversion actions. Learn more about setting conversion values for Google Ads conversion actions.
Transaction-specific conversion values	Conversion values assigned to conversions that can change with each transaction. Example: Record the transaction value after each customer purchase. Learn more about how to set up your Floodlight tags to record transaction-specific values in the Campaign Manager Help Center. Learn more about transaction-specific conversion values in the Google Ads Help Center. Learn how to track transaction-specific conversion values in the Google Ads Help Center
Custom variable adjustments	Adjustments applied to conversions under different conditions. Examples: Increase the conversion value for umbrellas on rainy days. Optimize for conversions that equal a custom Floodlight variable. Custom variable adjustments will override default conversion values. Custom variable adjustments are created in campaign settings. Learn how to set custom variable adjustments.
Conversion value rules	Rules applied to conversions in different situations, but remain constant, such as location, audience, or device. Example: Increase the conversion value by 2X for customers in New York. You can also apply more than one rule to specific conversion values. Example: Increase the conversion value by 3X for customers in New York who shop on a mobile device. Rule conditions: Conversion value rules apply only to search and shopping campaigns for Google Ads, Microsoft Advertising, Yahoo! Japan, and Baidu client accounts. Conversion value rules created in Search Ads 360 (at the sub-manager level) apply only to campaigns that use Search Ads 360 goals alone or a mix of Search Ads 360 and Google Ads goals. Conversion value rules can be combined with custom variable adjustments. The default order of applying adjustments is below: Conversion value ➡ custom variable adjustments ➡ conversion value rule = final adjustment Example: $10 (reported value) x 3 (if CVA = “new”) + $10 (if location is New York) = $40 (final adjustment). Conversion value rules are created from the conversions page. Learn how to set up Search Ads 360 conversion value rules.

Related links

About creating Floodlight conversion actions

Create a Floodlight conversion action

Search Ads 360 conversion value rules reporting