Currency conversion
Currency conversion is turning product prices and order values from one currency into another, as Google does in Shopping ads and Google Ads reports.
How it works
A store selling abroad meets currency conversion in two places.
Prices in ads. If the store’s prices are in one currency and the ads target a country that uses another, Merchant Center converts them at Google Finance rates. The ad then shows both prices. The shopper still pays in the store’s currency, at the rate of their card or payment provider, so the final amount can differ from the ad. Our guide to international pricing on Google Shopping covers the alternative: giving the country its own prices.
Order values in reports. A Google Ads account runs in one currency, fixed when it is created, and its reports show values only in that currency. Google converts a conversion value sent in another currency at the average daily exchange rate. So the same orders can be worth different amounts from month to month, and ROAS moves with them. Our guide to selling in several currencies covers how to compare markets despite this.
Formula
Value in the account currency = order value × average daily exchange rate
Where you see it
- Shopping ads and free listings: the converted price, with the store’s price next to it.
- Google Ads: conversion value columns, always in the account currency.
Example
Example store, not client data.
A shop’s ad account runs in Czech koruna (CZK), and its Slovak orders arrive in euros. In September, orders worth 2,000 euros at 25 CZK per euro count as 50,000 CZK. With 10,000 CZK of spend, ROAS = 50,000 ÷ 10,000 = 5.0. In October, the same 2,000 euros at 24 CZK per euro count as 48,000 CZK, and ROAS = 48,000 ÷ 10,000 = 4.8.
Not to be confused with
- Account currency — the currency the ad account itself runs in. Currency conversion brings values in other currencies into it.
Right and wrong readings
- Wrong: “ROAS in Slovakia fell from 5.0 to 4.8, so the ads got worse.” Right: in the example, orders and spend stayed the same, so the whole drop comes from the exchange rate.
Sources
- About currency conversion — conversion at Google Finance rates, both prices shown, payment in the store’s currency. Checked 2 October 2026.
- Set up additional settings — values in other currencies converted at the average daily rate, reported in the account currency. Checked 2 October 2026.
- customer (Google Ads API reference) — the account currency is immutable. Checked 2 October 2026.