Revenue, cleaned.
Real transaction values on every purchase action, server-side and matched with Enhanced Conversions, with offline and CRM sales included and double counting removed.
SOLUTIONS / VALUE OPTIMIZATION
Value-based bidding for Google, fed with values you trust.
Smart Bidding can only chase the value it can see. Datahash makes sure every Google Ads conversion carries a value that reflects revenue, lead stage, new-customer worth, predicted lifetime value, or margin, so Search, Performance Max, and YouTube spend toward the conversions that pay. Datahash is Google Marketing Platform Certified and a selected Google Implementation Partner (EMEA).
WHEN THIS IS YOU
The signs teams bring to us.
- You bid on target ROAS but many conversion values are defaults, estimates, or missing.
- You run lead gen and every lead is worth the same to bidding.
- New customers matter more to you than returning ones, and bidding treats them the same.
- Your first orders are small and your repeat customers are where the money is.
- GA4, the Google Ads tag, and offline uploads each report a different value for the same conversion.
What changes.
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Google bids toward the value attached to each conversion. When that value is accurate and varies the way your business does, bidding shifts spend toward the searches, placements, and audiences that produce it.
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The value you report can be more than the transaction amount. It can be a lead-stage value from your CRM, a predicted lifetime value for a new customer, or the margin an order earns.
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Google's newer measurement, including Qualified Future Conversions announced at Google Marketing Live 2026, learns from the same conversion and value data. Thin or wrong values get thin predictions.
The values we set up.
Lead-stage values.
Qualified, opportunity, and closed stages from your CRM, each priced by how often it turns into revenue, sent through Enhanced Conversions for Leads. The stage pipeline itself is our ECL service; this page covers the values and bidding on top of it.
New-customer value.
Google's new customer acquisition goal lets bidding value a new customer above a returning one, or bid only for new customers. It relies on Google knowing who your existing customers are, which is where first-party customer lists and Customer Match come in.
Predicted lifetime value.
Google bids on whatever value you report, so a predicted lifetime value can stand in for first-order value on acquisition conversions, pairing naturally with the new customer goal.
Margin.
Send the margin an order earns instead of its revenue and value-based bidding optimizes toward profit on ad spend. It pays off when margins vary widely across your catalogue.
What Datahash does.
Value audit
Audits current conversion values: which actions carry real values, which carry defaults, and where the same conversion is counted twice across GA4 imports, the Ads tag, and offline uploads.
The right value, from its source
Brings the right value from your CRM, order system, ERP, or warehouse onto conversions delivered through Signals to Google Ads.
Customer lists kept current
Keeps your existing-customer lists current so the new customer acquisition goal can tell new from returning.
Test designed, values verified
Designs the bidding test with your media team or agency, and verifies every value in Google Ads diagnostics before bidding uses it.
Flat defaults, then values that vary.
Illustrative. No client numbers.
How an engagement runs.
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Discover
Conversion actions, value sources, customer lists, and bidding strategies reviewed; double counting and missing values identified.
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Scope
Which values to send from which source, which goals to use, and the test plan, agreed upfront with a go or no-go on fit.
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Implement
Values delivered through Signals and verified in Google Ads diagnostics before any bidding change goes live.
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Measure and handover
Results read against the pre-change baseline with your media team, documentation handed over, owner named.
IN ONE SENTENCE
Value-based bidding is a Google Ads Smart Bidding approach, using strategies such as Maximize conversion value and target ROAS, that sets bids according to the value each conversion is expected to bring rather than the number of conversions.
Adjacent moves on the same stack.
Value optimization
Learn moreECL and value-based bidding service
Learn moreGoogle Customer Match
Learn moreGoogle partner page
Learn moreGoogle Marketing Platform partner
Learn moreData Strength
Learn moreGlossary: Qualified Future Conversions
Learn moreGrow margin
Learn moreCustomer value and segments
Learn moreLead quality scoring
Learn moreQuestions your team will ask.
Is this the same as target ROAS?
Target ROAS is one of the bidding strategies that uses conversion values; Maximize conversion value is the other. Both depend on the values you report. This solution makes those values accurate and meaningful, so whichever value strategy your media team runs has the right thing to optimize toward.
We run lead gen. Does value-based bidding apply?
Yes. Lead-gen accounts assign values to lead stages based on how often each stage turns into revenue, and send the stages back from the CRM through Enhanced Conversions for Leads. Once the values reflect your economics, bidding can trade ten cheap unqualified leads for three that close.
How does Google know who is a new customer?
The new customer acquisition goal uses your first-party customer data, typically a customer list shared through Customer Match, alongside Google's own signals. The fresher and more complete that list, the better Google separates new from returning customers, which is why we keep it synced from your source of truth.
Can we bid on profit instead of revenue?
Yes. Value-based bidding optimizes toward whatever value you report, so reporting margin instead of revenue turns target ROAS into a profit target. It changes decisions only when margins vary across products, so we check your catalogue's spread before recommending it.
Will changing values disturb campaign learning?
Any change to what bidding optimizes toward needs a learning period, so changes are staged. Values are verified in Google Ads diagnostics before bidding uses them, and bidding changes are tested against a baseline, campaign by campaign, instead of switched account-wide on day one.
Who runs the campaigns?
Your team or your agency. Datahash does not run media. We make sure the values Google sees are accurate and complete, and we work with whoever owns bidding on the test design, the rollout order, and reading the results together.
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