When should you use dynamic values in conversion strategies?

Dynamic values in conversion strategies are best utilized when the revenue model varies for different types of conversions, such as leads and sales. In many business contexts, leads may have a different value than closed sales. For instance, a lead might represent a potential future sale with a different expected revenue compared to an actual sale that has occurred. By employing dynamic values, advertisers can better reflect the true value of these conversions in their bidding strategies, allowing optimization algorithms to focus on maximizing overall revenue based on the distinct worth of each conversion type.

This approach enables the ad platform to allocate resources more effectively, ensuring that higher-value conversions are prioritized. It aligns the advertising spend with the actual business goals by recognizing that not all conversions are equal, enhancing the precision and effectiveness of performance advertising.