Conversion Value Calculator
Bid on leads and on the sales they turn into, and Google Ads credits the same sale more than once. Set what each funnel stage is worth and get the Target ROAS that corrects the overcount.
Your funnel stages
How the Calculator Works
It starts from the sale
The sale stage total is your sale value times the number of sales. On a gross profit basis, the sale value is multiplied by your margin first.
Each step back takes a share
For each pair of adjacent stages, you set the earlier stage's share of the pair. At 25%, a stage's total is one third of the next stage's total.
Totals become per-conversion values
Divide each stage total by that stage's count. That is the number to send to Google Ads for each conversion of that action.
The multiplier sets your target
Add up the stage totals and divide by the sale total. Multiply your real ROAS goal by it to get the Target ROAS to enter.
Why Stage Values Can't Simply Stack
A common shortcut values each stage at its chance of becoming a sale times the sale value. A lead that closes 1 time in 20 on a $10,000 sale gets $500.
Each stage total then equals your revenue. Twenty leads at $500 is $10,000, ten qualified leads at $1,000 is $10,000, and so on. With four stages bid on, Google Ads sees $40,000 for one $10,000 sale.
A 400% Target ROAS on that account returns 100% in real revenue. The values look right one row at a time and are wrong in total, which is why this calculator links the stages instead of valuing each one alone.
Four Stages, One $10,000 Sale
Twenty leads become 10 qualified leads, 4 sales calls and 1 sale worth $10,000. With the upstream share set to the 25% example, each stage total is one third of the next.
| Stage | Count | Stage total | Value per conversion |
|---|---|---|---|
| Lead | 20 | $370.40 | $18.52 |
| Qualified lead | 10 | $1,111.10 | $111.11 |
| Sales call | 4 | $3,333.32 | $833.33 |
| Sale | 1 | $10,000 | $10,000 |
| Total Google Ads sees | $14,814.82 | 1.481× |
Google Ads reports $1.48 of conversion value for every $1 of revenue. To get a 400% real return, set Target ROAS to 593% (400% × 1.481). Lower the upstream share and the multiplier moves toward 1×; raise it to 50% and it equals the number of stages.
Frequently Asked Questions
What is a conversion value in Google Ads?
It is the number you attach to a conversion action to say what it is worth to your business. Maximize conversion value and Target ROAS bid toward the total of those numbers, and Google asks for two or more different values before you switch to value-based bidding.
Can conversion value rules weight funnel stages?
No. Conversion value rules adjust values by audience, location or device at auction time. They don't set a value per stage, so stage values come from what you send with each conversion. We cover where rules do help in our conversion value rules guide.
What upstream share should I use?
There is no universal number. It depends on how reliably each early stage predicts a sale and how long your sales cycle is. We set it per account once tracking shows which stages turn into cash, and we can set yours on a call.
How is this different from the ROAS Target Calculator?
This tool decides what each stage is worth and how much the stages inflate reported value. The ROAS Target Calculator adjusts the target for revenue that tracking misses. Its "Revenue's share of tracked value" input is 1 ÷ the multiplier here, so the two give the same answer.
Should I bid on revenue or gross profit?
Gross profit, when margins differ across what you sell, so bidding favors the sales that make money. The multiplier stays the same on either basis; only the values scale. On gross profit, break-even ROAS is 100%.
Google Documentation Referenced
Platform claims on this page come from Google's documentation, checked October 2, 2026: About conversion values, About Smart Bidding using value-based bidding, About Target ROAS bidding, About primary and secondary conversion actions and About conversion value rules. For thresholds and setup, see our value-based bidding guide and the budget and learning period calculator.
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