Zero-Value Conversions with Volume
A conversion action in this account is firing regularly (count > 0) but every conversion reports a value of zero. The action is configured to accept dynamic values, but the upstream pipeline (GTM or import) is sending zero. Likely because a Data Layer Variable is unresolved or the import column is missing.
Why It Matters
This is a specific, common failure pattern that is distinct from `zero-value-purchases` (where the action is configured for no value). Here the action is configured for dynamic value and the pipeline is broken. The conversions count, dashboards populate, but Smart Bidding receives no value signal. The action looks healthy in the conversions list (recent volume, recent fires) but is equivalent to "Don't use a value." The fix is at the upstream layer. Either the GTM tag's value parameter is unresolved, the dataLayer push is missing the value field, or the offline import column is empty.
How To Fix It
- In Google Ads, confirm the action is configured for dynamic value ("Use different values for each conversion").
- For website tags: check the GTM Google Ads Conversion Tag's value parameter. Verify the Data Layer Variable resolves to a non-zero value in Preview mode. Cross-reference with the `missing-datalayer-variables` check.
- For offline imports: verify the import file's Conversion Value column is populated and not empty/zero on the rows being imported.
- Re-test a real conversion and verify the next-day Google Ads report shows non-zero values for the action.
Example
Action: Purchase
Conversion count (30d): 412
Reported value (30d): $0.00
Likely cause: GTM value parameter unresolved or import column missing.A Google Ads conversion action firing with volume but reporting zero values across all conversions. Google's conversion value documentation, this pattern indicates an upstream pipeline failure. Typically an unresolved GTM Data Layer Variable or an empty import column. Rather than a Google Ads configuration issue. Fix: verify the GTM value parameter in Preview mode or the import file column, then re-test a conversion. Source: support.google.com/google-ads/answer/13064107.
Drop this paragraph into your client deliverable. Sources back to the canonical platform documentation linked below.
References
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