Conversion adjustments
Also called Restatement, Retraction.
Changing a conversion Google has already recorded. A restatement gives it a different value, a retraction removes it, and an enhancement adds first-party data so it can be matched better. All three refer to a conversion that was reported earlier.
Why it matters
It is the obvious answer to lead generation's central problem and it does not work. If you could restate a lead's value when the deal closed, there would be no need to estimate anything on day one, which is why almost everybody tries this first.
What goes wrong
The reason it fails is not that adjustments are inaccurate. It is that a bid placed in January cannot be un-placed in April. Google's autobidding acts on an adjustment only inside a short window after the original conversion, seven days in our reading, and past that the restatement is recorded without influencing what anything was bid. An advertiser restating in month four is not getting a weaker effect, they are getting no effect while believing otherwise, which is worse than not sending it.
They remain the right tool for what they were built for. A returned order or a cancelled booking is a conversion that genuinely should not have counted, it is known quickly, and retracting it corrects the record. A B2B deal closing on day ninety is a different situation wearing the same clothes.
What this product does about it
An adjustment is emitted only when the value moved more than 20% and the conversion is under 7 days old. A later change is counted as input for the next refit and reported as exactly that, never as an adjustment, because claiming one would claim a bid we did not move.
How to check it on your own account
Take your median days from lead to close. If it is longer than a week, adjustments cannot carry your outcomes and the value has to be estimated on arrival.
Next to this
- Conversion windowHow long after a click a platform will still credit a conversion to it.
- RecalibrationRefitting the model on newer outcomes so tomorrow's leads are priced better.
- Day-0 valueThe value sent at the moment the lead is created, estimated from what similar leads have historically been worth rather than from what this one eventually does.
- Offline conversion importGoogle AdsSending a platform a conversion that happened outside the website, keyed on a click identifier or hashed first-party data, so it can be credited back to the original ad click.
Where this comes up
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.