I’ve discovered something exciting in the realm of Google Ads—a new metric called “Original Conversion Value.” It’s quietly revolutionizing how advertisers, like myself, can gauge the real, unaltered revenue our campaigns produce.
Imagine seeing a new column, “Original Conversion Value,” in your Google Ads dashboard. This update gives us the chance to finally assess the true, unadjusted value of our conversions, cutting through all the noise.
How it works. Google’s approach is refreshingly straightforward:
Conversion Value
– Rule Adjustments (value rules)
– Lifecycle Goal Adjustments (e.g., NCA bonuses)
= Original Conversion Value
Why we care. For years, I’ve struggled alongside fellow marketers to extract genuine conversion values from the maze of Google’s adjustments—from Conversion Value Rules to Lifecycle Goals like New Customer Acquisition. This new metric simplifies the task of diagnosing performance, comparing data across campaigns, and identifying when automated bidding is inflating value rather than actual conversions.
In essence, it provides clearer insights, a more precise ROAS, and greater confidence in decision-making.
Between the lines:
- Value adjustments assist in navigating Smart Bidding.
- However, they can inflate figures, complicating reports and performance assessments.
- Many agencies and in-house teams have long requested a purer perspective from Google.
What’s next. I anticipate “Original Conversion Value” will quickly become invaluable for:
- Revenue reporting
- Post-campaign analysis
- Diagnosing inflated ROAS
- Auditing automated bidding strategies
First seen. The innovative update was first noticed by Google Ads Specialist Thomas Eccel, who shared his find on LinkedIn.
The bottom line. This update, albeit small, brings significant clarity. Google Ads is, at last, offering us a more transparent lens into the actual value our advertisements bring.
Inspired by this post on Search Engine Land.
