Maximize Conversions vs. Maximize Conversion Value
The same distinction as tCPA vs. tROAS, but without a target: Maximize Conversions chases the number of conversions, Maximize Conversion Value chases their total value. The first gets you as many conversions as the budget allows; the second prefers one €2,000 conversion over three €200 ones. Without values passed, the second behaves like the first.
Conversion count vs. conversion value. The choice hinges on one thing: are you passing real conversion values or not?
Max Conv.
Maximize ConversionsA strategy that maximizes the number of conversions within budget. It optimizes for volume, regardless of each conversion's value.
Low data volume, a new campaign, or conversions of equal value. It's also the natural starting point before adding a target.
Max Value
Maximize Conversion ValueA strategy that maximizes total value generated within budget, rather than the number of conversions.
You have correct conversion values in the platform and different profit per product — you want revenue, not transactions.
This comparison is part of the Atlas — Websem's reference of AI search, Google Ads, tracking and chatbot terms. 129 terms, each with its own definition.