Conversion value rules let you define actions that will modify the value of a conversion based on the following dimensions of an impression:
- Audience membership
- Physical location or location of interest
You can use the Google Ads API to define conversion value rules, combine them into a conversion value rule set, and then apply the rule set to your entire Google Ads account or a specific campaign. Segments in the Google Ads API reports provide breakdowns so you can compare the original, unadjusted, and adjusted portions of your conversion values.
The first step in using conversion value rules is to create at least one
ConversionValueRule, which consists of:
- The conditions that determine when the rule is applied
- The action to take when the rule is applied
Define the conditions of a
ConversionValueRule with the following fields:
- Applies the rule to impressions associated with one or more audiences. Specify
the resource names of each user list or user interest with the
user_interestsfields. To retrieve the resource names of available user lists or user interests, issue a
FROMclause of the query is
- If an
audience_conditioncontains multiple user lists or user interests, an impression will match the rule if the impression is associated with any of the user lists or user interests.
- Applies the rule if the device of the impression matches any of the specified
device_types. Only device types in
- Applies the rule to impressions where the location information matches any of
geo_match_type, and does not match any of the
excluded_geo_match_type. Consult the location targeting guide for how to retrieve location resource names.
You can specify at most two of
geo_location_condition on each
ConversionValueRule. A rule with no
conditions specified applies to all impressions that do not meet the conditions
of a more specific rule.
A rule must have a single
action, which consists of an
The action defines how to adjust the conversion value of a conversion that
satisfies the rule's conditions.
The available operations are as follows.
- Adds the
valueto the original value of the conversion. The
valuemust be greater than
- Multiplies the original value of the conversion by the specified
valuemust be greater than or equal to
0.5and less than or equal to
- Sets the conversion value to the specified
valuemust be greater than
0. This action is only available to allowlisted accounts.
Other rule attributes
In addition to conditions and an action, a
ConversionValueRule has the
- The resource name of the
Customerthat owns the rule. Use this to determine if a rule is defined within the account or one of its manager accounts.
- The status of the rule. You can pause a rule by setting this field to
PAUSED, and enable a paused rule by setting this field to
Creating a rule set
Once you have at least one
ConversionValueRule, you can create a
ConversionValueRuleSet, which consists
- The resource names of the rules to include in the set.
A list of
ValueRuleSetDimensionenum values that indicates which conditions the rules in the set can utilize. For example, if
DEVICE, you can add rules with
device_conditionto the set, but you cannot add a rule with
This list cannot be empty, and can contain at most two entries.
Set this value to
CUSTOMERto create a rule set that applies to the entire account, or
CAMPAIGNto create a rule set for a specific campaign.
attachment_typeof the rule set is
CAMPAIGN, set this to the resource name to which the rule set applies.
Similar to rules, a rule set also has an
owner_customer and a
status. However, the
status of a rule set is
read-only and derived from its rules as follows:
- If every rule referenced by
PAUSED, then the conversion value rule set
- Otherwise, the conversion value rule set
Removing rules and rule sets
ConversionValueRuleSetmust have at least one conversion value rule that is either
ConversionValueRulethat is referenced in the
ConversionValueRuleSetdoes not change the
ConversionValueRulereferenced by the set.
searchStreamrequests for the
conversion_value_rule_setresource will no longer return the removed set.
metrics.all_conversions_value fields, as
well as fields derived from those metrics, reflect modifications made by
conversion value rule sets. In addition, you can include
segments.conversion_value_rule_primary_dimension in your query for more
information regarding how rules were applied. The possible values for that
segment are as follows:
- Values for conversions where no rule was applied.
- The original value of conversions where a rule was applied.
- The value of conversions after a rule was applied, grouped by the first entry
in the rule set's