Conversion Value Rules (Google Ads)
Conversion Value Rules are a Google Ads feature that lets advertisers adjust the value of conversions that have already been recorded, in real time, by location, audience or device type. Instead of reporting the same value for every conversion, you can automatically weight new customers, mobile users or particular regions higher or lower without touching the tracking code. Value-based bidding strategies such as target ROAS or maximise conversion value take these adjusted values directly into account in automated bidding.
In practice
Conversion Value Rules pay off for businesses whose audiences differ in profitability – an online shop that values new customers above returning ones, for instance, or a business with locations in Vienna and in rural areas, where conversions from urban centres are worth more. The rules are created directly in the Google Ads account under conversion value rules and can be combined with location, audience and device conditions; travel campaigns are excluded. For housing, employment and credit ads, Google additionally restricts individual rule conditions – which matters for Austrian estate agents and recruitment providers. Worth flagging in client discussions: Conversion Value Rules do not change how a conversion is recorded – that is what conversion tracking and Enhanced Conversions do – only how it is valued in bidding, and the two concepts complement each other. Before rolling them out, watch the effect in the conversion value rules impact report, because badly set rules can distort bid optimisation.