Fireshift / Features / Missing conversion values
Missing conversion values: the check
We read the value field on every Google Ads conversion tag: empty, a number typed in, a constant, or a variable filled from the dataLayer or a script. The free score flags a site when no Ads conversion sends a value. In a 5 Nov 2026 rescan of 193 B2B SaaS sites with Google Ads conversion tags, 132 (68.4%) sent no value on any of them. Only 179 of 1,693 conversion labels (10.6%) carried one. Values can also be set inside Google Ads, which we can't see.
Static rescan of 285 B2B SaaS domains, 209 with a public container after removing duplicates, 193 with Google Ads conversion tags, 5 Nov 2026. Data: values-2026-11-05.json. Our 4 Nov study of 235 sites found 26.8% passing any value, close to the 31.6% here.
What we detect
| Value on the tag | Sites (of 193) | What it tells Google |
|---|---|---|
| None on any tag | 132 (68.4%) | Every conversion is worth the same, unless a default value is set in Google Ads |
| A typed-in number on at least one tag | 30 (15.5%) | A fixed worth per action |
| A variable (dataLayer, custom JavaScript, lookup table) on at least one tag | 30 (15.5%) | The real amount per conversion |
| Only the number 1 (or 0 elsewhere) | 14 (7.3%) | A placeholder, not a worth |
A site can be in both the number and variable rows. 25 sites (13.0%) also send a transaction ID on at least one tag. Score for "no value anywhere": −8.
Real examples, anonymised
value: 1 placeholder on 26 tags across sites value: "$500" a string with a currency sign value: "Web Content Downloads" text in the value field value: {{dataLayer: invoiceTotal}} USD ✓ real amount value: {{dataLayer: eLTV}} ✓ estimated lifetime value value: {{dataLayer: user_data.amountOfEmployees}} company size, not money
The last one is a pattern worth a second look: a company-size number used as the value. It ranks big companies above small ones, which may be the intent, but Google will report it as revenue.
Why it hurts Smart Bidding
Without values, Google treats a $20 self-serve signup and a $20,000 enterprise demo the same. Value-based strategies (Maximize conversion value, target ROAS) need a value on the conversions they optimise for (Google Ads Help: about conversion values). Even on Maximize conversions or target CPA, values make the reports show which campaigns bring the leads worth having.
How to fix it
- Paid conversions: pass the real amount and currency from the checkout's success event.
- Leads and trials: set an estimate, such as trial-to-paid rate × first-year value. An estimate beats 1.
- Qualified leads and deals: send them from the CRM with their value. See offline conversion import.
- Send a number, not a string with a currency sign, and set the currency code on the tag.
What we can't see
- Default values set in Google Ads. An action can carry a default value in the account; a tag with no value then uses it.
- What a variable resolves to. A dataLayer variable can be empty or 0 at run time. We see the setup, not the hit.
- Inline gtag conversions in the page source were left out of this count.
FAQ
Should lead-gen conversions have a value?
Yes, an estimate. Average deal value times the share of that step that closes is enough to start, and you can refine it.
Is a value of 1 harmful?
Not harmful, just empty. Every conversion is still worth the same, and reports show conversion value equal to conversion count.
Can you see values set in Google Ads?
No. A default value on the action lives in the account. We only read values sent from the site.
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