Google Ads adds new “Conv. value (incl. predicted)” metric

Google Ads has introduced a new metric — “Conv. value (incl. predicted)” — without any official announcement or documentation, sparking curiosity among advertisers.

Why it matters This subtle addition suggests Google is expanding its use of predictive modeling in campaign reporting, offering advertisers a more forward-looking view of performance by factoring in estimated conversion value alongside actuals.

What’s new. First spotted by Founder of Zazu Digital Mitchel Wubben and Google Ads Specialist Adriaan Dekker, the metric appears in Google Ads dashboards but lacks a dedicated help page or formal explanation. Its naming closely mirrors previous grouped metrics like “Conversions (by conv. time)” or “(Platform Comparable),” which have rolled out incrementally in the past.

Why we care. This update allows advertisers to do more predictive performance reporting of their ad performance. By incorporating forecasted conversion value, it may offer earlier insight into campaign impact — especially useful for products with longer sales cycles or delayed conversions.

• However, without official documentation, advertisers will need to tread carefully, as relying on predicted values could negatively affect optimization decisions if not fully understood.

Between the lines. While the exact methodology is still unclear, “Conv. value (incl. predicted)” likely blends observed data with forecasted value — potentially using machine learning to estimate future conversion worth based on current signals.

The bottom line. This quiet rollout could change how advertisers evaluate performance and ROAS, especially for longer sales cycles or high-consideration products. But until Google provides clarity, the metric raises as many questions as it answers.