Conversion Value Rules

Conversion Value Rules adjust the value of a conversion in Google Ads by audience, location or device, without changing the tracking code.

A conversion is not always worth the same. Conversion value rules tell Google Ads to raise or lower the reported value based on certain traits. The change happens in the account, not in the tag on your website.

Where the term comes from

Conversion value rules are a feature of Google Ads itself. The help page describes them as a way to adjust conversion value reporting and Smart Bidding optimization. The adjusted values appear in your reports and feed into bidding.

How the rules work

A rule has a condition and an action. Conditions are audience, location and device. A rule can have up to two conditions, a required one and a second one of a different type. According to the help page, all rules in an account must use the same condition types.

As an action, you can add a value or multiply by a factor. The factor lies between 0.5 and 10. A third action, setting a fixed value, is still in beta according to Google. One example: conversions from a particular region count with a factor of 1.2.

How it differs from similar terms

Conversion value rules change the value, not the bid. A bid adjustment works directly on the bid. A rule instead changes how much a conversion counts, and Smart Bidding derives the bids from that.

The value from the tag is a different thing as well. It comes from your website. The rule only modifies that starting value. If it is wrong, it stays wrong after the rule, only scaled. To reflect real profit, POAS is the matching approach. If the cart contains more than the advertised product, that is Cross-Sell Revenue. It becomes visible through cart data, not through rules.

What this means for your account

First check whether the difference really lies in value. Google writes: “Smart Bidding already uses signals like geography, device, and first-party audience lists (when applied).” If a group converts better, Google often sees that already.

Rules make sense when you know something Google does not see. That can be a higher customer value in a region or a margin that depends on the device. Back such assumptions with your own figures before you set factors.

Typical mistakes and limits

An obvious misconception is that several rules add up. They do not: exactly one applies per conversion. Plan your rules so that every conversion is assigned unambiguously.

Also note that the rules apply only to certain campaign types and only affect value-based bid strategies. The help page says nothing about when the effect shows in bidding. So do not change rules and budget at the same time, or you cannot attribute the effect. Factors that are too high also distort your reports: the conversion value then no longer matches the revenue in your books.

Frequently asked questions

Do several matching rules work together?

No. According to Google Ads Help, only one rule applies per conversion, even if several match. For locations, the more specific one wins. For audiences, the attribution hierarchy decides. In a tie, a multiply rule beats an add rule.

Which bid strategies do the rules affect?

Google names Target ROAS and Maximize conversion value, including in Performance Max. The rules apply to Search, Shopping, Display and Performance Max campaigns. With manual bidding and no value optimization, they do nothing for your bids.

Should I create rules when one group converts better?

Not automatically. Google points out that Smart Bidding already takes location, device and audience lists into account. A rule makes sense when the difference lies in business value that Google cannot see, such as margin or follow-up revenue.