Zero-Value Primary Conversions

Google Ads Target ROAS and Maximize Conversion Value strategies require each Primary conversion action they optimize against to send a value parameter. When a purchase-category Primary action has conversions but zero value, one of three things is happening. The conversion tag is firing but the value parameter is unset, hardcoded to zero, or sourced from a variable that returns empty. The conversion action settings have Use the same value for each conversion enabled with a value of zero. Or an offline upload populates the count but not the value column. The consequence is that Smart Bidding cannot bid on revenue for that action. If it is the only Primary action, value-based strategies fall back to count optimization (treating every order identically regardless of size). If it is one of several Primary actions, it pulls the value-weighted average down sharply because Google divides total value by total conversions across all Primary actions in the goal. This is one of the most common findings on accounts that switched from Maximize Conversions to Target ROAS without auditing the value pipeline first.

1. Open Tools and Settings, Conversions, and find the flagged Primary purchase action.
2. Check the Value setting. If Don't use a value or Use the same value with zero is selected, switch to Use different values for each conversion (dynamic).
3. In GTM, open the Google Ads conversion tag for that action and confirm the Conversion Value field references a data layer variable returning the actual order total (for example, {{DLV - ecommerce.purchase.value}}).
4. Test a real or staging purchase. Verify in Tag Assistant that the conversion request carries a non-zero value matching the backend order total.
5. Allow Smart Bidding 2 to 4 weeks to relearn against real values, and confirm the action's value-per-conversion stabilizes above zero in the next reporting period.