Set-up itinerary conversion value rules

You can set itinerary conversion value rules (iCVRs) at both the Account and Campaign levels. If set at the account level, rules will apply to all conversion actions in the account. Rules applied at the campaign level will only impact values reported in that campaign. If the rules are set at both levels, the rule set at the campaign level will override the rule set at the account level.

Account level conversion value rules

Account level rules apply to all conversion actions in your account. If you set a rule at the account level to multiply conversion values by 2, then all conversions in your account will have their value doubled.

Set-up account level conversion value rules

1. Go to Value rules within the Goals menu .
2. Select  Create conversion value rules.
3. In the conversion value rules section, choose Select goal.
4. Select All conversion goals. Select your rule’s primary and secondary conditions.
   • Note: The Conversion value rule preview section will display ‘IF/AND/Then” rule statements according to the rules you’ve specified. These statements will apply to both included and excluded rules.
5. In the Value section, set the value adjustment that will apply to your selected conditions. You’ll choose the mathematical function to adjust your rule.
   • Add: Adds a positive value (greater than 0) on top of whatever conversion value is being passed. (Add 100=add $100).
   • Multiply: Multiplies the value being passed by whatever is entered in the field. This value ranges from .5 to 10. (Multiply by 0.5=conversion value times 50%).
6. Select Save.

Your rule will appear in the Value rules table.

Campaign level conversion value rules

Campaign level rules apply to the conversion actions within the campaign you select. If you set a rule at the campaign level to multiply conversion values by 2, then only conversions within that campaign will have their value doubled.

Set-up campaign level conversion value rules

1. Go to Campaigns within the Campaigns menu .
2. Select  , then select Campaign.
3. For campaign type, select Hotel Campaigns.
4. Select Campaign settings.
5. Select Value Rules.
6. Select + Create Google Ads Value Rule.
7. Select your rule’s Primary condition: Choose from Device, Location, Audience, or Itinerary.
   • Note: For Itinerary, you can choose to apply to: 1. All travel Searches or 2. Specific itinerary (The rule will apply to travel searches that contain specific itinerary information, such as the length of travel).
8. Select your rule’s secondary condition.
   • Note: The Conversion value rule preview section will display ‘IF/AND/Then” rule statements according to the rules you’ve specified. These statements will apply to both included and excluded rules.
9. In the Value section, set the value adjustment that will apply to your selected conditions. You’ll choose the mathematical function to adjust your rule.
   • Add: Adds a positive value (greater than 0) on top of whatever conversion value is being passed. (Add 100=add $100).
   • Multiply: Multiplies the value being passed by whatever is entered in the field. This value ranges from .5 to 10. (Multiply by 0.5=conversion value times 50%).
10. Select Save.

You can view your campaign level value rules in your Google Ads account under Ad groups.

Related links

• Set up conversion measurement
• About conversion value rules
• About conversion values
• Set up conversion value rules