Conversion value is the monetary worth you assign to a conversion, so the platform can optimize toward revenue rather than raw conversion counts. It is what turns Maximize conversion value and Target ROAS bidding into something meaningful.
Why counts are not enough
Optimizing to conversion count treats a $50 order and a $5,000 order as equal. Passing a value with each conversion lets Smart Bidding chase the high-value ones. Without values, Target ROAS and Maximize conversion value have nothing to work with.
Static vs dynamic values
Ecommerce usually passes the real transaction value dynamically. Lead-gen assigns proxy values to stages, a raw lead worth less than a qualified one, so bidding learns to prefer quality. Feeding values through offline conversion import is how you make a lead-gen account optimize for revenue, not form fills.