Search Ads 360 conversion value rules reporting

Conversion value rules lets you better express the value of conversions as they relate to your business, and easily adjust values for conversions based on device type and Google Ads audiences at auction time.

Once you’ve set up your conversion value rules you can review your rules, if you need to make any changes. You can also view your conversion value rules reporting within your existing campaign reports.

Reporting and bid optimization

Search Ads 360 Conversion value rules let you adjust your conversion value reporting, which help your bidding strategies optimize towards the conversions you value most.
For example: let’s say you're an online leads business. You value all leads, however, leads from people in California are worth more to you. If you’ve set up a conversion value rule that increases the value of leads from customers in California, your bid strategies will optimize towards those users.

The type of conversion goals and bid strategies you choose for a campaign determine the conversion value rules that are applied in your reporting as well as how they impact your bid optimization.

For search and shopping campaigns with Search Ads 360 conversion goals

When data sharing between Search Ads 360 and Google Ads is enabled:

Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
Search Ads 360 conversion value rules are used for bid optimization

See the table below for more details.

Campaign Settings		Impact on reporting and bidding
Conversion goal selected	Bid strategy owner	Conversion value rules used in Search Ads 360 reporting	Conversion value rules used in Google Ads reporting	Effective Conversion value rules used for bid optimization
Search Ads 360	Search Ads 360 or Google Ads	Search Ads 360	Search Ads 360	Search Ads 360
Search Ads 360 and Google Ads	Search Ads 360 or Google Ads	Search Ads 360	Search Ads 360	Search Ads 360

When data sharing between Search Ads 360 and Google Ads is not enabled:

Google Ads conversion columns will report values adjusted by Google Ads conversion value rules
Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
Search Ads 360 conversion value rules are used for Search Ads 360 intraday bid optimization.

Learn more about how to share Search Ads 360 conversion data with Google Ads

Learn more about campaign-specific conversion goals

For search and shopping campaigns with Google Ads conversion goals

Campaigns with Google Ads conversion goals may have Search Ads 360 conversion value applied to them differently depending on how you set up your campaign. Conversion value rules that are applied in your reporting and how they impact your bid optimization are determined by:

The conversion goal of your campaign
The conversions reporting options you choose when creating your campaign
The bid strategy for your campaign

See the table below for more details.

Campaign Settings			Impact on reporting and bid optimization
Conversion goal selected	Conversions reported in Search Ads 360¹	Bid strategy owner	Conversion value rules used in Search Ads 360 reporting	Conversion value rules used in Google Ads reporting	Effective conversion value rules used for bid optimization
Google Ads	Google Ads conversions	Search Ads 360 or Google Ads	Search Ads 360	Search Ads 360	Search Ads 360
	Search Ads 360 conversions	Google Ads	Search Ads 360	Google Ads	Google Ads
	Search Ads 360 conversions	Search Ads 360 Intraday bidding	Search Ads 360	Google Ads	Search Ads 360

During campaign creation, when you choose to use a Google Ads conversion goal, you can also choose which conversion goals are reported in Search Ads 360. This column represents that option.

When setting up a campaign with Google Ads goals, it is not recommended to use a Search Ads 360 auction-time bidding strategy while also reporting Search Ads 360 goals with Search Ads 360 conversions.

Learn more about how to share Search Ads 360 conversion data with Google Ads

Learn more about conversion goals

View your conversion value rules

If you’re looking for more information about your conversion value rules, you can review your rules from the values rules page. To do so:

Sign in to your Search Ads 360 experience.
In the upper right corner, click the tools & settings icon.
Under "Measurement", select Conversions.
On the left panel, click Value rules. You can view the conversion value rules you created in the conversion values report.

Here you can make changes to your rules, remove rules, or add new rules. General conversion value rules reporting can be found within your existing conversions and campaign reporting.

About your conversion value rules reporting

You can add the conversion value rules column to your statistics table. Reporting for conversion value rules applies to all conversions, not just the ones in the ‘conversions’ column.

If your campaign uses both Search Ads 360 and Google Ads conversion goals, your reporting will show adjustments based on the conversion value rules you’ve set up in both Search Ads 360 and Google Ads. Your Google Ads conversion column will show values adjusted by the rules you set up in Google Ads, and the Search Ads 360 conversion column will show values adjusted by the rules you set up in Search Ads 360.

If you’d like to review specific conversion value rules reporting, segment your reports.

Segment your conversion value rules reporting

Sign in to your Search Ads 360 experience.
On the left panel, click Campaigns.
Click the segment icon , then Conversions, and then Value rule adjustment.

The total conversion value is the sum of “Original Value (rule applied)”, “Original Value (no rule applied)”, and the adjustments made by "Audience, Device, or No Condition" value rules. The total original value of the conversions is the sum of the two Original value segments.

For example:

Let’s say you sell $50 USD of books to customers on mobile devices and $100 USD of books to customers on desktop. You set up a value rule to multiply value by 2 for customers from mobile devices, so your total conversion value is $200 USD (2 x 50 + 100).

Your “Original value (rule applied)” = $50 USD of books sold to customers on mobile devices.
Your “Original value (no rule applied)” = $100 USD of books sold to customers on desktop.

Conversion value rules reporting for store visits

When using conversion value rules for store visits, you may prefer to use value rules for bidding only while reporting on the total value of store visits (without rules applied). Currently, all conversion columns in the statistics table report conversion values with the value rule adjustments included. You can, however, segment columns in the statistics table to manually calculate conversion value without rules applied.

You can do this by adding the "Conversions>>Value Adjustment" segmentation and cross-referencing with the "Store visit value" predefined custom column. Here you will find the "Original value (rule applied)" for store visits or which is the value before the value adjustment is factored in.

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