Conversion Value

Conversion value is the monetary amount attributed to a conversion, so conversions are weighted by their economic importance instead of being counted equally.

Not all conversions are equal, and conversion value is what makes that inequality computable: a 5-million-toman purchase and a 500,000-toman purchase are both one conversion but not worth the same. Without conversion value, a team is forced to count all outcomes equally and a channel that brings many low-value conversions wrongly looks like the winner. The key point is that conversion value is a number the site must send with the event, not something the tool discovers on its own; for a purchase it is the order amount, but for non-purchase conversions such as a signup or lead the team must define an estimated value and honestly know that figure is an assumption, not a fact. The sum of conversion values approaches revenue but is not exactly revenue, because it also includes estimated values.