Why My Conversion Value Is Zero in Google Ads

Zero conversion values prevent Value-Based Bidding from working. Here’s how to diagnose and fix.

Diagnosis Checklist

1. Check Your CSV/API Upload

Is the Conversion Value column present and populated?

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  ← ✅ Has value
EAIaIQob...,Booked Job,2026-04-11 09:15:00-05:00,,USD          ← ❌ Missing value

2. Check Conversion Action Settings

In Google Ads → Goals → Conversions → your action → Edit settings:

• If set to “Use the same value: $0” → All conversions show $0
• Switch to “Use different values for each conversion” with a non-zero default

3. Check Field Mapping

In TUOCA, verify the conversion value is mapped to the correct source field:

• CallRail: Doesn’t have revenue (use Fusion Relay for CRM revenue)
• ServiceTitan: Map to job.total or invoice.total
• HubSpot: Map to deal.amount

4. Check Source Data

The source system may have empty or $0 values:

• Job not yet invoiced → $0 value
• Estimate stage → No revenue yet
• Data field is blank

Common Fixes

Issue	Fix
No value column in CSV	Add Conversion Value column
Action set to same value $0	Change to different values
Wrong field mapped	Map the correct revenue field
Source has no revenue	Use Fusion Relay to add CRM revenue
Values in cents	Divide by 100 before upload
Default value is $0	Set a non-zero default in action settings

Why Values Matter

Without values: Smart Bidding uses Target CPA (all conversions equal). With values: Smart Bidding uses Target ROAS (optimizes for revenue).

See What Is Conversion Value? for more context.