Glossary
What is conversion value in Google Ads?
Melvin Salas1 min readVerified 6 October 2026
Short answer
Google defines total conversion value ('Total conv. value') as the sum of conversion values for your 'Conversions', and says you have to enter a value for your conversion actions to make this metric useful. In the new Google Ads experience the column is called 'Conv. value'.
It follows the Conversions column, not every action you track. Google's account-default goals page says the 'Conversion value' column shows the sum of conversion values for conversions in your 'Conversions' column. Actions outside that column are counted in All conversions, and their value sits in a separate column, All conversion value ('All conv. value').
Value bidding depends on it. Google says that before you can apply a Target ROAS bid strategy, you'll need to set values for the conversions that you're tracking. It also describes conversion value rules, which apply a multiplication factor to conversion values for higher value types of customers, devices or locations. For values that look wrong, Google's own troubleshooting note says that if values are missing or defaulting to £1.00, you should ensure that 'Use different values for each conversion' is selected in the settings.
Our reading, not Google's: on a value bidding strategy, the value you give an action is an instruction as well as a report. A sign-up given a token value beside full-price sales tells the bidder that sign-up is worth little, so it adds far more to the conversion count than to the total the bidder is chasing.
We check this on every account we run
Riibon ties Meta and Google Ads back to outcomes measured outside the platforms, payments and bookings, so the number a decision rests on is one the business would recognise. When the platform and the business disagree, we show both and say which one we trusted.
Ask the Riibon app what your own account is counting as a conversion. It is free, with no time limit and no card. Or book a call and we run it for you.