A new column called “Original Conversion Value” is now appearing in Google Ads, giving advertisers a long-awaited way to view the true, unadjusted value of their conversions.
How It Works
Google’s updated formula removes all value modifications and shows the raw number:
Conversion Value
– Value Rule Adjustments
– Lifecycle Goal Adjustments (such as New Customer Acquisition bonuses)
= Original Conversion Value
Why It Matters
For years, advertisers have struggled to separate actual conversion value from Google’s added layers — including Value Rules and Lifecycle Goal bonuses. This new metric finally provides a transparent view, making it easier to:
- Diagnose performance issues
- Compare results across campaigns
- Understand when Smart Bidding is increasing actual value versus artificially inflating it
In simple terms: cleaner data, clearer ROAS, and more confident optimization decisions.
Key Insights
- Value adjustments still play an important role in guiding Smart Bidding.
- But these adjustments also inflate overall conversion value, which can distort reporting.
- Agencies and marketing teams have been requesting an unaltered metric for years.
What’s Next
The “Original Conversion Value” column is likely to become a standard tool for:
- Revenue and ROI reporting
- Post-campaign performance reviews
- Detecting inflated ROAS values
- Auditing automated bidding strategies
The update was first noticed by Google Ads specialist Thomas Eccel, who shared his findings on LinkedIn.
The Bottom Line
This might be a small feature update, but it brings major clarity. Google Ads is finally giving marketers something valuable: a simple, transparent, and accurate view of the real results their ads generate.
