(New UI) Manage Google Ads conversion value rules
Beta feature
Google Ads conversion value rules let you adjust the values of conversion events based on user information, including the device type, location, and audience segment. You can use rules for value-based bidding in search, display, shopping, and performance max campaigns with Google Smart Bidding. For campaigns with Maximize Conversions and Target ROAS bidding strategies, Google Ads algorithms will start preferring conversions with a higher value.
Campaign-level conversion value rules override account-level rules. When a conversion satisfies multiple conversion value rules, only one of the rules is applied. Usually, the most specific rule is applied, but see the Google Ads documentation on priorities for the different rule condition types.
The Conversion Value Rules view and functionality
Search, Social, & Commerce automatically syncs the conversion value rules from your Google Ads accounts. All rules created in the Google Ads interface are synced within 24 hours and are available in the Goals > Conversion Value Rules view.
Some accounts can manage their conversion value rules:
-
In accounts for which conversions are tracked at the individual account or campaign level, you can create, edit, and change the status of your account-level and campaign-level rules.
The accounts can be linked to Google Ads manager accounts, but they can’t use cross-account conversions tracking (for which conversions are tracked across all accounts in the manager account).
-
In accounts that use cross-account conversion tracking, your account-level and campaign-level rules are inherited from the manager account and are read-only.
Conversion value rules with Search, Social, & Commerce portfolios
When the advertiser account is configured to upload Search, Social, & Commerce objectives to Google Ads, and you include a campaign that uses a conversion value rule in a portfolio with an objective, then Google Ads applies the conversion value rule to the original conversion value specified in the objective. As a result, conversion data in Search, Social, & Commerce differs from the conversion data in Google Ads.
For example, suppose the objective uses a single conversion metric “Leads” and gives conversions from mobile devices a weight of 10 and conversions from non-mobile devices a weight of 10. Search, Social, & Commerce counts an event from either device type as one (1) conversion and credits the conversion value as 10. However, suppose a campaign in that portfolio uses a conversion value rule “If Device is Mobile, then multiply by 2.” When a mobile Leads event is tracked for that campaign, Google Ads also credits the conversion count as one (1) but the conversion value as (10 x 2) = 20.
To see more information about your rules, including the original conversion values before rules were applied, see the conversion value rules report in Google Ads.
Create a Google Ads conversion value rule google-conversion-value-rule-create
You can create account-level and campaign-level conversion value rules in Google Ads accounts for which conversions are tracked at the individual account level or lower. You can’t create rules for accounts with cross-account conversions that are tracked at a master account level.
Each rule includes up to two conditions, as well as the conversion value adjustment to apply when the conditions are met. All rules in an account must use the same type of primary and (optional) secondary conditions. For example, if Rule 1 includes the primary condition “Audience” and the secondary condition “Location,” then all other rules in the account must have the primary condition “Audience.” When the other rules include a secondary condition, it must be “Location.”
You can create multiple campaign-level rules for each campaign. However, Google Ads doesn’t yet provide the ability to create new account-level rules outside of the Google Ads editor when an account-level rule already exists. To create additional account-level rules, log directly into Google Ads and use the Google Ads editor.
Note: Campaign-level conversion value rules override account-level rules, and only one rule can be applied to a conversion. For more information, see how Google Ads determines which rule is applied to a conversion when the conversion meets the conditions for multiple rules.
-
In the main menu, click Goals > Conversion Value Rules.
By default, the Campaign tab is selected to show all campaign-level rules.
-
(Optional) To create an account-level rule instead, click the Account tab.
-
In the toolbar, click Create Campaign Rule (from the Campaign tab) or Create Account Rule (from the Account tab).
-
Select the ad network and the account. For campaign-level rules, also select the campaign. Then click Next.
-
Configure the conversion rule settings.
You must configure a primary condition and a value adjustment. You can optionally configure a secondary condition.
Within a condition, multiple targets or exclusions are joined using the Boolean operator
OR, so that any option may be met to initiate a value adjustment. When you include a secondary condition, the secondary condition is joined to the primary condition using the Boolean operatorALL, so that both conditions must be met to initiate a value adjustment. Example: If [Location is Algeria OR Tunisia] AND [Device is Mobile OR Tablet], then add 1.5.Note: All rules in an account must use the same type of primary and (optional) secondary conditions. For example, if Rule 1 includes the primary condition “Audience” and the secondary condition “Location,” then all other rules in the account must have the primary condition “Audience.” When the other rules include a secondary condition, it must be “Location.”
-
Click Review and Save to review the settings.
-
Click Save.
Edit a Google Ads conversion value rule google-conversion-value-rule-edit
You can edit a conversion value rule in accounts/campaigns for which conversions are tracked at the individual account level or lower. You can’t edit a rule for an account with cross-account conversions that are tracked at a master account level.
-
In the main menu, click Goals > Conversion Value Rules.
By default, the Campaign tab is selected to show all campaign-level rules.
-
(Optional) To view all account-level rules instead, click the Account tab.
-
Select the check box next to the rule.
-
In the bulk actions toolbar, click ![Edit](/help/search-social-commerce/assets/edit-new.png "Edit).
-
Edit the conversion rule settings.
You can’t edit the condition types for an existing rule, but you can edit the conditions and the value adjustments.
You must configure a primary condition and a value adjustment. You can optionally configure a secondary condition.
Note: If you add a secondary condition, then it must be the same condition type as other rules in the account. For example, if Rule 1 other rules in the account have the secondary condition “Location,” then, when the other rules include a secondary condition, the secondary condition must be “Location.” When you include a secondary condition, the secondary condition is joined to the primary condition using the Boolean operator
ALL, so that both conditions must be met to initiate a value adjustment. -
Click Review and Save to review the settings.
-
Click Save.
Change the status of a Google Ads conversion value rule google-conversion-value-rule-change-status
You can pause, activate, or delete a conversion value rule in accounts and campaigns for which conversions are tracked at the individual account level.
-
In the main menu, click Goals > Conversion Value Rules.
By default, the Campaign tab is selected to show all campaign-level rules.
-
(Optional) To view all account-level rules instead, click the Account tab.
-
Select the check box next to each row to change.
-
In the bulk actions toolbar,
-
To activate (enable) paused rules, click … > Activate.
-
To pause active rules, click … > Pause.
-
To delete active or paused rules, click
-
-
In the confirmation message, click Confirm.
Google Ads conversion value rule settings google-conversion-value-rule-settings
(Read-only for existing rules) The type of condition that must be met to trigger a value adjustment:
- Device: To target all or specific device types.
- Location: To target all countries and territories or target and exclude specific locations.
- Audiences: To target all or specific audiences
Note: All rules in an account must use the same type of primary and (optional) secondary conditions. For example, if Rule 1 includes the primary condition “Audience” and the secondary condition “Location,” then all other rules in the account must have the primary condition “Audience.” When the other rules include a secondary condition, it must be “Location.”
(Device conditions only) Which device types to target:
- All devices:* To target all device types.
- Select devices: To specify one or more device types to target: Desktop:, Mobile, and Tablet:.
Within a condition, multiple targets are joined using the Boolean operator OR, so that any option may be met to initiate a value adjustment. Example: If [Device is Mobile OR Tablet], then Add 1.5.
(Location conditions only) The location targets and exclusions:
- All countries and territories: To target all countries and locations or target and exclude specific locations.
- Enter a location: To target and exclude specific locations.
-
To expand a location or sublocation, click
>after the name. -
To add a target, select the target once to show a green check mark.
-
To exclude a target, select the target a second time to show a red X.
-
To remove a target or exclusion, do either of the following:
- Click
- Select the target until no check mark or X appears.
- Click
Within a condition, multiple targets or exclusions are joined using the Boolean operator OR, so that any option may be met to initiate a value adjustment. Example: If [Location is Algeria OR Tunisia], then Add 1.5.
(Audience conditions only) The audience targets:
- All audience segments: To target all Google Ads audience segments.
- Enter audience segments: To target specific Google Ads audience segments.
- To expand a category or subcategory into its segments, click
>after the name. - To add a target, select the target.
- To remove a target, deselect the target or click
Within a condition, multiple targets or exclusions are joined using the Boolean operator OR, so that any option may be met to initiate a value adjustment. Example: If [Audience is Bargain Travelers OR Family Vacationers], then Add 1.5.
Note: Once you save an audience target, you can add additional audiences but can’t remove them outside of the Google Ads editor. If you need to remove an audience target, log directly into Google Ads and use the Google Ads editor.
ALL, so that both conditions must be met to initiate a value adjustment. Example: If [Location is Algeria OR Tunisia] AND [Device is Mobile OR Tablet], then Add 1.5.See the entries for primary conditions for descriptions.
Note: All rules in an account must use the same type of primary and (optional) secondary conditions. For example, if Rule 1 includes the primary condition “Audience” and the secondary condition “Location,” then all other rules in the account must have the primary condition “Audience.” When the other rules include a secondary condition, it must be “Location.”
Specify the adjustment type, and then enter a positive value:
- Add: Adds the specified value to the conversion value that is passed. The value must be greater than zero (0).
- Multiply: Multiplies the conversion value that is passed by the specified value. The value must be from 0.5 to 10.