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 find 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. This article will help you understand conversion values and how adjustments can affect reporting.
Note: Understanding how Search Ads 360 processes and reports conversion data is key to accurately measuring campaign performance. Discrepancies can sometimes arise when comparing Search Ads 360 data with other platforms like Campaign Manager 360, Google Ads, Google Analytics, or backend systems. For troubleshooting broader conversion discrepancies, consider factors like differing attribution models, currency settings, and data processing times across platforms.
Learn how to Fix conversion discrepancies in Search Ads 360.
For Floodlight conversion values, the following conditions apply:
| Conditions | For 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.
| 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.
|
| Transaction-specific conversion values | Conversion values assigned to conversions that can change with each transaction.
Example: Record the transaction value after each customer purchase.
|
| Custom variable adjustments | Adjustments applied to conversions under different conditions.
Examples:
|
| 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.
Example: Increase the conversion value by 3X for customers in New York who shop on a mobile device.
Rule conditions:
Example: $10 USD (reported value) x 3 (if CVA = “new”) + $10 USD (if location is New York) = $40 USD (final adjustment).
|
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