What Is Conversion Value? Assigning Revenue to Your Ad Conversions

A conversion value is the monetary amount assigned to a conversion event — the actual revenue, estimated revenue, or proxy value that the conversion represents. For offline conversion tracking, the conversion value is typically the real dollar amount of the booked job, completed service, or closed deal.

Conversion values are what transform offline conversion tracking from “counting conversions” into “optimizing for revenue.” Without values, Google Ads sees 50 conversions. With values, Google sees $175,000 in revenue — and knows exactly which clicks generated the $12,000 jobs vs. the $200 service calls.

Why Conversion Values Matter

Without Values (Conversion Counting)

Campaign A: 30 conversions × $100 CPA = $3,000 spend
Campaign B: 15 conversions × $200 CPA = $3,000 spend

Conclusion: Campaign A is "better" (more conversions, lower CPA)

With Values (Revenue Tracking)

Campaign A: 30 conversions × $100 CPA = $3,000 spend → Revenue: $9,000 (ROAS: 3x)
Campaign B: 15 conversions × $200 CPA = $3,000 spend → Revenue: $60,000 (ROAS: 20x)

Conclusion: Campaign B is FAR better (20x ROAS vs. 3x)

Campaign A generates cheap leads for $300 services. Campaign B generates expensive leads for $4,000 jobs. Without values, you’d shift budget to the wrong campaign.

Types of Conversion Values

Actual Revenue (Best)

The real dollar amount from the completed job or sale:

Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
EAIaIQob...,Booked Job,2026-04-10 14:30:00-05:00,4500.00,USD

Source: CRM (ServiceTitan, Jobber, HubSpot), invoicing system, FSM software

Estimated Revenue (Good)

When exact revenue isn’t available at upload time, use estimates:

Estimation Method	Example	Accuracy
Average by service type	“HVAC Install” → $4,500	★★★★
Average across all jobs	All jobs → $2,800	★★★
Lead-to-close rate × avg deal	40% × $3,000 = $1,200 per lead	★★★
Lifetime customer value	New customer → $8,000 LTV	★★

Static Value (Minimum)

A fixed value for all conversions:

Conversion Value Setting: "Use the same value for each conversion"
Value: $500

Better than $0 or no value, but doesn’t help Smart Bidding differentiate between high and low-value conversions.

Setting Up Conversion Values in Google Ads

In the Conversion Action

1. Go to Goals → Conversions → your action → Edit settings
2. Under Value, select:
   • “Use the same value for each conversion” — Fixed value (e.g., $500)
   • “Use different values for each conversion” — Variable (recommended)
3. Set a default value — Used when no value is provided in the upload

In Your CSV Upload

Include the Conversion Value and Conversion Currency columns:

Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
EAIaIQob...,Booked Job,2026-04-10 14:30:00-05:00,4500.00,USD
EAIaIQob...,Booked Job,2026-04-11 09:15:00-05:00,1200.00,USD
EAIaIQob...,Booked Job,2026-04-12 16:45:00-05:00,8500.00,USD

Conversion Value Requirements by Platform

Platform	Value Field	Currency Field	Required?
Google Ads	conversion_value	currency_code	Recommended
Meta	value (in custom_data)	currency	Recommended
Microsoft Ads	Revenue	Currency	Recommended
TikTok	value (in properties)	currency	Recommended

None require conversion values, but without them, Value-Based Bidding is impossible.

Where Conversion Values Come From

For Fusion Relays, the value typically comes from Source B (CRM/FSM):

Source System	Value Field	Example
ServiceTitan	Job total / invoice amount	$4,500
Jobber	Invoice total	$3,200
HubSpot	Deal amount	$12,000
Salesforce	Opportunity amount	$25,000
CallRail	Custom tag value	$1,500 (estimated)
Webhook	Custom field	Variable

Value at Which Funnel Stage?

Stage	Value Approach	Smart Bidding Impact
Lead created	$0 or estimated	Signals lead volume, not revenue
Qualified lead	Estimated value	Directional revenue signal
Proposal/estimate	Quoted amount	Strong signal (customer is evaluating)
Booked job	Agreed price	Strong signal (committed revenue)
Job completed	Final invoice	Strongest signal (actual revenue)

Best practice: Upload at the “Booked Job” or “Job Completed” stage with the actual revenue amount.

How TUOCA Handles Conversion Values

1. Value field mapping — Map a specific field from your data source to the conversion value
2. Currency handling — Set default currency; override per-record if needed
3. Value validation — Filters out $0, negative, and suspiciously high values
4. Value transformation — Apply rules (e.g., use 70% of invoice for gross margin)
5. Default fallback — If value is missing, use the conversion action’s default value

Common Conversion Value Issues

Issue	Symptom	Fix
All values are $0	No ROAS data, VBB can’t optimize	Check value field mapping
All values are the same	VBB can’t differentiate	Use actual per-job revenue, not averages
Missing values on some records	Partial ROAS data	Set a default value in the conversion action
Values are in cents	100x inflated ROAS	Divide by 100 before upload
Currency mismatch	Incorrect revenue reporting	Specify currency per-record

See Why My Conversion Value Is Zero for troubleshooting.

Next Steps

1. Check your CRM — What revenue field is available?
2. Decide on funnel stage — At what point does revenue data become available?
3. Configure TUOCA — Map the revenue field as conversion value
4. Use Fusion Relays for CRM revenue + call tracking GCLID combination
5. Estimate ROI impact with the Conversion Value Calculator