How it works
Use actual purchase value or a justified model for other actions; document what the number represents.
Example
Example: A purchase supplies order value; an enquiry may use an assigned estimate.
Common mistakes
An assigned value is not realised revenue.
How can you check this in practice?
Check currency and the dynamic value of the actual action. A test purchase with a different amount should send its corresponding value, not one fixed number. Define treatment of taxes, shipping and returned orders.
Distinctions and limitations
Conversion value can mean revenue or another defined business value. It is not automatically profit. When all leads receive one assumed value, value-based bidding optimises that assumption rather than proven revenue.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg