How Conversion Value Works
An ecommerce purchase can pass its actual revenue. Lead-generation businesses can assign estimated values based on lead quality or later import closed-sale revenue.
A Simple Example
If phone leads close at different rates, a qualified call may deserve more value than an unqualified form fill. Passing the same value for both removes that distinction.
Why Conversion Value Matters
Reliable values let bidding optimize toward economic outcomes instead of treating every conversion as equally useful.
Common Misreading
Invented or stale values can steer automation in the wrong direction. The value should reflect expected business value, not what you hope a lead is worth.
Continue with the practical guide
The glossary gives you the definition. The guide covers the decisions and implementation in more depth.
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