Google's count, predicted value and real revenue
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Three numbers come up when people talk about Vantage. Only one of them is the result.
| Number | What it is | Use it for |
|---|---|---|
| Google's conversion value | What Google counts on your conversion actions. It can include tax, cart and checkout steps, refunded orders and purchases counted twice. | Context |
| The value Vantage sends | Your clean order value, or a predicted value, sent so Google can tell clicks apart. A bidding signal, not money you made. | Bidding |
| Your net revenue | Store orders without tax and after refunds, or CRM outcomes, each tied to its ad click. | The result |
Why Google's number runs high
Google's bidding works toward whatever the account counts. If a goal counts carts or checkouts, or two actions count the same purchase, the value Google reports grows without any more money reaching you. What Google is bidding on, on Vantage > Results, shows what your account counts and how it compares with your store's orders.
Why a predicted value is not revenue
A predicted value is Vantage's estimate of what a new customer will be worth. It helps Google rank clicks before the money arrives. Tapper labels predicted figures as predicted, and never adds them to measured revenue.
Which one a test reads
A Vantage test is read on your net revenue in each half. Google's value is shown beside it, so you can see the gap.
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