Glossary

Conversion Value

Conversion value is the total monetary value the platform attributes to your conversions: typically order revenue in e-commerce, or values you assign to leads. It's the numerator of ROAS and the basis for value-based bidding strategies.

How to read it

Assigning realistic values to lead types (demo request > newsletter signup) lets bidding optimize for value instead of counting all conversions equally.

Where it misleads

Platform-attributed value is not bookkeeping revenue: returns, cancellations, and double attribution across platforms inflate it. Reconcile against actual revenue monthly.

Related terms

ROAS (Return on Ad Spend) →

ROAS (return on ad spend) is the revenue generated per unit of ad spend: a ROAS of 4 means €4 of tracked revenue per €1 spent. It's the core efficiency metric for e-commerce campaigns, connecting spend directly to the money it brought back.

Conversions →

Conversions count how often users completed the action you defined as valuable (a purchase, lead form, call, or signup) after interacting with your ad. Conversions are the metric campaigns are ultimately judged by, because they connect ad spend to business outcomes.

AOV (Average Order Value) →

AOV (average order value) is the average revenue per conversion: conversion value divided by conversions. It shows what a typical tracked order is worth and helps decide how much a click or conversion may cost before a campaign stops paying off.

Metrics explained are nice. Metrics watched are better.

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