Conversion value rules

How it works

A rule has a condition and an action. The condition is an audience, a device or a location (travel advertisers can also use itinerary). A rule can combine at most two condition types.

The action adds a fixed amount, multiplies the value by 0.5 to 10 or, in narrow cases, sets a new value. Target ROAS and Maximize conversion value then bid on the adjusted value.

Reports use the adjusted value too: conversion value and every metric built on it, ROAS included, carry the adjustment. Your store’s revenue stays the same.

Rules have no product, category or margin condition, so a rule cannot make Google bid on margin. Our guide to profit-based bidding in Google Ads compares the ways that can. For what rules do well, see conversion value rules for online stores.

Formula

Adjusted value = original value × multiplier, or original value + added amount

Where you see it

In Google Ads reports, segmenting by value rule adjustment shows the original value separately from the change made by rules. The change is split by condition type: audience, device, location. In the Google Ads API this segment is conversion_value_rule_primary_dimension.

Example

Example store, not client data.

The tableware shop gets 180,000 in revenue from 40,000 of spend, a ROAS of 4.5. Orders from the capital bring 60,000 of it, and the shop sets a rule: location “capital”, multiply by 1.5. Reported conversion value becomes 120,000 + 60,000 × 1.5 = 210,000, and reported ROAS becomes 210,000 ÷ 40,000 = 5.25. Revenue is still 180,000.

Not to be confused with

• Conversion value — the amount sent with a conversion, usually the order total. A rule adjusts it after the conversion is recorded.
• POAS — return on profit, which needs profit sent as the conversion value. A rule cannot produce it, because a rule has no product condition.

Right and wrong readings

• Wrong: “A ×0.7 rule on low-margin products teaches Google our margin.” Right: in the Google Ads API a rule’s conditions are audience, device, location or itinerary; products are not among them.
• Wrong: “Reported ROAS rose from 4.5 to 5.25, so the ads earn more.” Right: revenue stayed at 180,000; the rise comes from the multiplier.

Sources

• Conversion value rules — Google Ads API documentation: conditions, two per rule at most, actions, the 0.5–10 range, adjusted values in conversion value metrics, the reporting segment. Checked 2 October 2026.
• Google Ads Conversion Value Rules, Explained — Marin Software, Gordon Ferris, 1 September 2023: Target ROAS and Maximize conversion value use active rules; adjusted and unadjusted values in reports. Checked 2 October 2026.