Not every conversion is worth the same to your business, yet by default Google Ads may treat them alike. Conversion value rules let you adjust the value of a conversion based on who converted, where they were or what device they used. This guide covers how the rules work, when they help and what to watch for.
In this guide: What Conversion Value Rules Are | How the Adjustment Works | Which Bid Strategies Use the Adjusted Values | When Rules Make Sense | When to Skip Them | How to Set Them Up Safely | A Worked Example of Conversion Value Rules | A Review Checklist | Common Mistakes With Value Rules | Explain the Rules to Your Team | Start Small | Frequently Asked Questions | Final Thoughts
What Conversion Value Rules Are
Google’s help page on conversion value rules explains that they let you adjust the conversion values that Google Ads reports and that Smart Bidding uses. The goal is to express the value of a conversion more closely to what it means for your business.
Rules can use conditions based on audiences, locations and devices. Each rule can carry a primary and a secondary condition.
How the Adjustment Works
You tell Google to raise or lower the value when the condition is met. Google’s examples use multiplication and percentages, such as doubling the value of conversions from one location or adding 20 percent for another.
A hypothetical example shows the idea. Suppose a store earns more from returning customers than from first-time buyers. A rule that raises the value of conversions from your customer list tells bidding that these sales matter more. The numbers here are illustrative only.
Which Bid Strategies Use the Adjusted Values
Google says Smart Bidding uses the adjusted values in real time for Target ROAS and Maximize conversion value. That means the rules matter most when you bid on value. Read our guide to Smart Bidding if you are still choosing a strategy, and our guide to a good ROAS for target setting.
When Rules Make Sense
- Customers differ in lifetime value. Returning customers, or people on a high-value list, may justify a higher value.
- Locations differ in margin. If some areas cost more to serve, rules can reflect that.
- Devices differ in follow-up. If leads from one device close at a different rate, a rule can adjust for it.
When to Skip Them
Google adds a warning. Smart Bidding already uses signals such as geography, device and audience lists, so if a segment already converts better and shows that in reporting, bidding accounts for it. Use rules for value differences that reporting cannot see, and leave out anything automation already knows.
Some conditions may also be unavailable for ads related to housing, employment or credit, because of Google Ads policies. Check the help page for current campaign type support before you plan around the feature.
How to Set Them Up Safely
- Start with real data. Use your own sales records to see how value differs between segments.
- Change one rule at a time. That makes the effect on bidding easier to read.
- Check the report. Review your conversion value rules report to confirm they apply as intended.
- Allow time. Bidding needs a period to adjust after a value change.
If your best value data lives outside the ad platform, offline conversion import can bring real sales values into the account, which is often more accurate than a rule.
A Worked Example of Conversion Value Rules
Consider a hypothetical retailer whose repeat customers spend more over time than new buyers. The retailer uploads a customer list and creates a rule that raises the value of conversions from people on that list. Bidding then treats a repeat customer sale as worth more and may bid more to win it, and it can still bid on new buyers at their own value.
The numbers in your account will differ. The point is to base any adjustment on data from your own sales, so the rule reflects reality instead of a guess.
A Review Checklist
- Is the value difference visible in your own sales data?
- Does the strategy you use take adjusted values into account?
- Have you changed only one rule at a time?
- Have you checked the rules report after the change?
- Have you given bidding time to adjust before judging?
Common Mistakes With Value Rules
- Guessing the adjustment. Base it on sales data, not a hunch.
- Stacking many rules at once. You will not be able to tell which one changed the results.
- Forgetting the rule exists. Record each rule and review it when your business changes.
- Using rules to fix bad tracking. If conversions are recorded wrongly, repair the tracking first.
Explain the Rules to Your Team
Adjusted values mean the numbers in your reports no longer match raw revenue. Make sure everyone who reads the account knows which rules exist and why. A short note in your account log, with the date and the reason, avoids confusion when someone compares ad platform value with sales figures from your own records.
Start Small
Begin with one rule on one campaign where you have a clear reason and good data. Watch the effect on bidding and on the numbers you report, then decide whether to extend the idea. A small, well-understood rule teaches you more than a large set of rules you cannot untangle, and it keeps your reports easy to explain.
Frequently Asked Questions
Do conversion value rules change my actual revenue?
No. They change the value that Google Ads records and bids on. Your real revenue stays the same.
Can I use them with manual bidding?
Google describes the rules mainly in the context of Smart Bidding value strategies, so they matter most there. Check the help page for the latest details.
Final Thoughts
Conversion value rules help bidding see the real worth of a conversion. Use them for value differences you can prove, change one rule at a time and review the results before you add more.
Want expert help with your account? See our Google Ads management service.