Why Tracking Conversion Value Matters
Most advertisers know about conversion tracking in Google Ads—monitoring actions like form submissions, phone calls, or purchases. But did you know you can also track conversion value?
Instead of just counting leads or sales, conversion value tracks the actual revenue generated from Google Ads or some relative value of different type of lead actions. This gives you a clearer picture of return on investment (ROI) and allows you to use advanced bidding strategies like ROAS (Return on Ad Spend).
In this post, we’ll cover two common ways to track conversion value:
- E-commerce sales with WooCommerce
- Lead value attribution using CallRail
Method 1: Tracking E-Commerce Sales with WooCommerce
If you’re running an online store with WooCommerce (a popular WordPress e-commerce plugin), you can directly pass sales data to Google Ads.
Here’s how it works:
1) Set Up a Conversion Action in Google Ads
- Create a new conversion action for sales.
- Under “Value,” select “Use different values for each conversion.”
- This ensures Google Ads tracks actual revenue instead of a fixed value per conversion.
2) Install a plugin like WooCommerce Conversion Tracking (other options exist)
- Search for “WooCommerce Google Ads Conversion Tracking” in WordPress plugins.
- Add your Google Ads conversion ID and conversion label (found in your Google Ads tag setup).
- Configure settings to send order subtotal or total (including tax/shipping) as conversion value.
3) Start Tracking Sales Value
- Each completed order sends the actual purchase amount to Google Ads.
- You’ll see not only how many sales came from ads, but exactly how much revenue those ads generated.
👉 If you use Shopify, BigCommerce, or another platform, similar apps or custom code can achieve the same result.
Method 2: Tracking Lead Value with CallRail
Not every business sells online. Many rely on leads—phone calls, form submissions, or quote requests. These leads only become valuable when they turn into revenue.
This is where a call tracking tool like CallRail comes in handy.
CallRail is a call tracking and analytics platform that can also track forms. With it, you can assign revenue to leads after the fact and push that data into Google Ads.
Here’s how:
1) Integrate CallRail with Google Ads
- In CallRail settings, enable Google Ads Integration.
- This allows CallRail to send conversions (and values) back to your Google Ads account.
2) Assign Value to Leads
- After a call or form submission, log into CallRail.
- Mark the call as a conversion and enter a dollar value (e.g., $500 for a new insurance policy).
- CallRail reports that value back to Google Ads.
3) Automate Where Possible
- Use features like keyword spotting (detects words spoken during calls) to assign value automatically.
- Or use quick actions during live calls to log conversion value instantly.
4) Delayed Value Tracking
- Since revenue from leads may close days or weeks later, CallRail lets you send conversion values on a delay.
- This creates more accurate long-term reporting for campaigns.
The Power of Tracking Conversion Value
Once you’re tracking actual revenue in Google Ads, you unlock new insights and strategies:
✅ Smarter Bidding – Use Target ROAS bidding to optimize campaigns for revenue, not just conversions.
✅ Clear ROI – See exactly how much value each campaign, keyword, or ad generates.
✅ Long-Term Insights – Understand which ads drive not just leads but real business growth.
For example, you may discover one campaign drives fewer conversions but higher-value sales—something you’d miss without conversion value tracking.
Final Thoughts
Tracking conversion value is the next step beyond basic conversion tracking. Whether you’re running an e-commerce store with WooCommerce or generating leads with CallRail, adding revenue data to your Google Ads gives you a much clearer view of performance.
Once conversion value is in place, you can track ROAS (Return on Ad Spend)—a powerful metric that shows the direct relationship between advertising spend and revenue.
Start with one method that fits your business model, set up conversion value tracking, and begin making smarter decisions with your Google Ads budget.