All Conversion Value
*A conversion is when a user performs a desired action (being tracked) on your website. This could be buying a product, downloading a file, clicking a link or any other desired action. Typically conversions are linked either directly or indirectly to revenue.
Conversion tracking needs to be setup to see conversion data in AdWords.
Quick Description = The total value of all conversions
Referred to as = All Conv. Value
There are many different types of conversions within AdWords and the All Conversion metric aggregate / sum these up. The All Conversion value includes the value (revenue) generated from all tracked conversions. If you have conversion values setup for calls, apps, etc, this metric will be more relevant to you.
Where it’s not possible to define a specific value for a conversion, using estimated values can still provide value when managing the account and optimising for improved performance.
As discussed earlier in this guide, all conversions include more than just the standard conversions, such the following:
- Phone calls
- Store visits
- In-app conversions
- Cross device conversions
- Any conversions not tracked in the ‘conversions’ column
This metric is only used for conversions that have been given a conversion value. For conversions that have values entered, this metric is the sum value of all the conversion received in any period of time.
Many website owners have multiple conversion types on a site such as; downloads, sales, lead generation, collecting user information, requesting a quote, calling a phone number, etc. Each of these has a different value even if the value is not hard and fast like the value of a phone call... It is typically beneficial to attribute a value to the conversion in AdWords.
Having a value allows us to optimise for different goals such as a cost per conversion, and you can assign a conversion value to phone call conversions.
Conversions are one of the defining pieces of data that separate modern paid online advertising from traditional marketing such as TV or print. Conversion value allows us to measure the effectiveness of campaigns and keywords, etc. Where conversion values exist, the opportunity to optimise for revenue, ROI, ROAS and profit becomes available.