When you track customer actions that might have different values each time they occur, such as purchases of items with different prices or leads for different services, you can provide transaction-specific values for each conversion. This helps you have a more accurate sense of your return on investment (ROI).
When setting up a new website or in-app conversion action, you can assign the same conversion value to all conversions (sometimes referred to as "static" values), or different values to reflect transaction-specific (or "dynamic") values. The following information only applies to transaction-specific values.
In the sections below, we'll show you how to edit your conversion tracking tag to support transaction-specific values for your website technology or mobile app platform.
Before you begin
Here's what you'll need before you can set up conversion tracking for transaction-specific values on your website:
- A Google Ads account: Don't have one yet? Sign up at https://ads.google.com.
- Google Ads conversion tracking setup: You must have at least one conversion action to track transaction-specific values. If you haven't done so yet, follow the instructions to Create a conversion action and Set up your Google tag.
- A website: This is where you'll put the conversion tracking code (called a "tag").
- Ability to edit website code: Either you or your web developer will need to be able to modify your website.
Instructions
How to track transaction-specific values on a website
Step 1: Set up transaction-specific conversion tracking in your Google Ads account
First, you'll need to make sure you selected “Use different values for each conversion” during the conversion setup process. If not, or you need to check, follow these steps:
- Go to Summary within the Goals menu
.
- Select the name of the website conversion action you want to edit. You’ll find a list of settings for the conversion action.
- Click Edit settings.
- Click Value, then select Use different values for each conversion. Provide a default value to use when one isn't provided, then click Save.
- Click Done.
Step 2: Add or modify the tag in your website's code
Refer to this article to verify that you’ve installed the Google tag and event snippet correctly on your website. No matter which technology you use, make sure that the page where you put the code snippet is the one your customer finds after a conversion.
- If you’re tracking page load conversions, the code for the event snippet is installed on the page your customer finds after a conversion.
- If you’re tracking click conversions, the code for the event snippet is installed on the page that has the text link, button, or button image you’d like to track for clicks.
You’ll then need to dynamically pass to the event snippet the value of the conversion and its currency by setting the value and currency parameters highlighted below, at runtime. Be sure to pass the conversion value as a number, using a period as a decimal delimiter. The currency should be passed as a string, with single quotation marks, using ISO 4217 currency codes.
Event snippet example:
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
'value': 123.05,
'currency': 'USD'
});
</script>
The way transaction-specific values are passed to the event snippet varies depending on the server technology you use to render your web pages. Consult with your web development team to understand how to best integrate the event snippet with your site so that it can capture dynamic conversion values.
Tip: If you have a lead form on your website, you can specify conversion values based on the form field selections. Here is an example for a Home improvement business:
if (projectType === "Kitchen Renovation" || projectType === "Bathroom Remodeling") {
if (projectUrgency === "Immediately") {
conversionValue = 1000 // High value
} else if (projectUrgency === "Within 1-3 Months") {
conversionValue = 750 // Medium value
} else if (projectUrgency === "Planning for Future") {
conversionValue = 100 //low value.
}
} else if (projectType === "Roofing Repair/Replacement") {
if (projectUrgency === "Immediately") {
conversionValue = 900 // High value
} else if (projectUrgency === "Within 1-3 Months") {
conversionValue = 650 // Medium value
} else if (projectUrgency === "Planning for Future") {
conversionValue = 100 //low value.
}
} else if (projectType === "Window/Door Installation") {
if (projectUrgency === "Immediately") {
conversionValue = 500 // Medium value
} else if (projectUrgency === "Within 1-3 Months") {
conversionValue = 300 // Lower medium value
} else if (projectUrgency === "Planning for Future") {
conversionValue = 100 //low value.
}
}
gtag('event', 'conversion', {
'send_to': 'YOUR_CONVERSION_ID/YOUR_CONVERSION_LABEL', // Replace with your Google Ads conversion ID and label
'value': conversionValue,
'currency': 'USD' // Or your currency
});
Security and privacy for conversion and event tracking
Google has strict security standards. Google Ads only collects data on sites and apps where you have configured tracking.
Ensure that you provide users with clear and comprehensive information about the data you collect on your sites, apps, and other properties. Make sure that you also get consent where required by law or any applicable Google policies governing user consent, including Google’s EU User Consent Policy.