Glossary
What is value per conversion (Value/conv.) in Google Ads?
Melvin Salas1 min readVerified 6 October 2026
Short answer
Google says value per conversion ('Value/conv.') tells you approximately how much, on average, each of your conversions is worth. It's calculated by dividing your total conversion value by the number in your 'Conversions' column, so it is an average across every action in that column, not the value of any one of them.
Google adds that this metric is useful if each of your conversions has a different value. Its All conversions counterpart is Value per all conversions ('Value/all conv.'), one of the columns Google lists as calculated from All conversions instead of Conversions.
Because it is an average across everything in the Conversions column, it moves with the mix of actions in that column as well as with what each one is worth. This is arithmetic, not a Google statement: add a cheap action, such as a sign-up with a token value, beside full-price sales, and Value/conv. falls even if not one sale was worth less. Remove it, and Value/conv. rises for the same reason.
Our practice: when Value/conv. moves after a change to conversion goals, we split the figures by conversion action before reading it as a change in what customers spend. Google's All conversions page says you can segment your 'All conversions' column by conversion action to see how many conversions you have associated with each action, regardless of whether that action was included in the main 'Conversions' column.
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.