Count-Based vs. Value-Based Bidding
Whether automated bidding optimizes for the number of conversions, or for the total value they're worth.
What it means
Some bidding strategies optimize for the raw number of conversions, treating each one as equally important. Others optimize for total conversion value, and need real, differentiated dollar values attached to each conversion to do that well — a $200 sale and a $20 sale need to actually be recorded as different amounts.
Why it matters
Switching to value-based bidding only helps once your conversions carry genuinely different values. If every conversion is recorded with the same flat value, value-based bidding behaves almost identically to count-based bidding — so there's no real benefit until your order or lead values actually vary and are being tracked accurately.
ask datanephew
Should I switch to value-based bidding?
Ask datanephew whether your conversion values vary meaningfully or are mostly flat. If they're all roughly the same, count-based bidding is simpler and won't perform noticeably differently.
Are my conversion values even being recorded correctly?
Ask datanephew to check the recorded values on your recent conversions — if they're missing or identical across very different sales, that's worth fixing before relying on value-based bidding.