Google Ads quietly rolls out a new conversion metric

A new column called “Original Conversion Value” has started appearing inside Google Ads, giving advertisers a long-requested way to see the true, unadjusted value of their conversions.

How it works. Google’s new formula strips everything back:

Conversion Value
– Rule Adjustments (value rules)
– Lifecycle Goal Adjustments (e.g., NCA bonuses)
= Original Conversion Value

Why we care. For years, marketers have struggled to isolate real conversion value from Google’s layers of adjustments — including Conversion Value Rules and Lifecycle Goals (like New Customer Acquisition goals). Original Conversion value makes it easier to diagnose performance, compare data across campaigns, and spot when automated bidding is boosting value rather than actual conversions.

In short: clearer insights, cleaner ROAS, and more confident decision-making.

Between the lines:

• Value adjustments are useful for steering Smart Bidding.
• But they also inflate numbers, complicating reporting and performance analysis.
• Agencies and in-house teams have long asked Google for a cleaner view.

What’s next. “Original Conversion Value” could quickly become a go-to column for:

• Revenue reporting
• Post-campaign analysis
• Troubleshooting inflated ROAS
• Auditing automated bid strategies

First seen. This update was first picked up by Google Ads Specialist Thomas Eccel when he shared spotting the new column on LinkedIn

The bottom line. It’s a small update with big clarity. Google Ads is giving marketers something rare: a simpler, more transparent look at the value their ads actually drive.