Google Ads Unveils New Conversion Tracking Metric
▼ Summary
– Google Ads has introduced a new “Original Conversion Value” column to show the unadjusted value of conversions.
– The value is calculated by subtracting rule adjustments and lifecycle goal adjustments from the total conversion value.
– This feature helps marketers diagnose performance, compare campaigns, and identify when automated bidding inflates value rather than actual conversions.
– It addresses long-standing requests for clearer reporting and aids in revenue analysis and auditing bid strategies.
– The update provides greater transparency, enabling more confident decision-making by revealing the true value ads generate.
A new column known as “Original Conversion Value” is now rolling out within Google Ads, providing marketers with a clearer perspective on their campaign performance. This long-awaited feature strips away automated adjustments, allowing advertisers to see the raw conversion value before any modifications are applied. The formula used is straightforward: take the total conversion value, subtract any rule adjustments such as value rules, and then remove lifecycle goal adjustments like new customer acquisition bonuses. What remains is the original, unaltered figure.
For years, digital marketers have faced challenges in distinguishing true conversion performance from the various automated layers Google applies. Adjustments through Conversion Value Rules and Lifecycle Goals, while helpful for guiding Smart Bidding, often inflate reported numbers, making it difficult to compare campaigns or assess real return on ad spend. Original Conversion Value addresses this by offering a clean, unadjusted metric that supports more accurate diagnosis, reporting, and strategic decisions.
This new column delivers clearer insights, improves the accuracy of return on ad spend calculations, and supports more confident marketing choices. While value rules and lifecycle adjustments remain valuable for optimizing automated bidding, they can obscure true performance. Agencies and in-house teams have repeatedly requested a transparent view, and Google has responded with a tool that simplifies revenue reporting and post-campaign analysis.
Looking ahead, Original Conversion Value is expected to become a standard column for tasks such as revenue reporting, detailed post-campaign evaluation, identifying inflated ROAS, and auditing automated bid strategies. First noticed by Google Ads specialist Thomas Eccel, who shared the discovery on LinkedIn, this update may seem minor but delivers significant clarity. By offering a simpler, more transparent view of the actual value generated by ads, Google Ads empowers marketers to make better-informed decisions with greater confidence.
(Source: Search Engine Land)
