Google Ads conversion adjustments enable improved bidding accuracy

Google Ads conversion adjustments allow advertisers to modify conversion data after it has been initially recorded. This process enables users to either retract a conversion entirely or restate its value based on updated information.

Retractions are used to remove invalid conversions, such as spam form fills, which helps improve the accuracy of conversion-based bidding strategies like Maximize Conversions and Target CPA. Restatements allow advertisers to update the monetary value of a conversion without changing the count, which specifically impacts Return on Ad Spend (ROAS) strategies.

By providing these updates, advertisers can offer Google’s Smart Bidding systems a more accurate picture of lead quality and value as the sales process evolves. For these adjustments to work, the original conversion must exist in the account and include a way to match the adjustment, such as a transaction ID.