Google Ads has introduced a change that requires advertisers to specify a value for each new conversion action. Previously, it was possible to leave this field blank, but now users must select an option for value assignment during the setup process.
Advertisers who do not want to send conversion values should set the default value to 0 and avoid including any value in the Google tag.
This adjustment could affect data accuracy and automated bidding for those relying on value-based optimization.
This update was shared by Marcin Wsół.