A conversion value is the number you assign to a conversion action. This allows you to measure not just how many conversions happen, but how much they’re worth.
-
For purchases, you can pass the actual transaction amount.
-
For non-purchase actions (like signups), you can assign a fixed value based on how much that action contributes to your funnel.
When you track conversion values, you unlock a more accurate picture of campaign performance:
-
Total Conversion Value → the total revenue or value generated.
-
Return on Ad Spend (ROAS) → how much you earn back for every dollar spent.
