Value Optimization

Only for preserved Value-mode accounts. New accounts use the Conversion Journey. Journey completely ignores Enrichment and does not use multipliers or value restatement. There is no customer-facing mode selector.

Value Optimization configures True Conversions to send Google Ads a calculated value at each deal-funnel stage, rather than one fixed value only at close (or no value).

Open the account → Otimização de valor (Value Optimization).

Prerequisites

• The deal's deal_id must arrive with every event. Native CRM connections provide it; for a manual webhook, map it in Field Mapping.
• For RD Station CRM, select a pipeline on the CRM Integrations page. Without it, the pipeline's actual stages do not appear here. See Connecting RD Station CRM.

The idea in one line

sent value = deal value × stage multiplier (× company-quality adjustment when Enrichment is enabled)

A Lead is worth less than a deal at proposal, which is worth less than a Closed-Won deal. At each stage, True Conversions sends a share of the deal value. When the deal closes at 100%, it sends the real value without an estimate.

Enable

The Ativar otimização de valor (Enable value optimization) toggle at the top of the page turns the feature on. While off, True Conversions sends the raw value received from the CRM without stage multipliers.

For RD Station CRM, Pipedrive, and ActiveCampaign, enabling this toggle also changes what the CRM receiver accepts: without it, only the won event is accepted; with it, all stage changes are accepted. See the CRM-specific guides.

General settings

To find the correct Stage field path for a manual webhook, move a test deal to a new stage, open the latest item in Eventos recentes, expand Dados recebidos, and copy the exact field path containing the stage name.

Leave Stage field blank only when the account has no funnel stages. In that case the system falls back to event_name, which is usually wrong for CRM deals.

Stage table

Each row is a CRM funnel stage. How you enter Nome da etapa (Stage name) depends on the CRM.

RD Station CRM with a selected pipeline: stable-ID dropdown

With RD Station CRM connected and a pipeline selected, Nome da etapa becomes a dropdown containing the actual stages from that pipeline.

• True Conversions stores the stable stage ID, not the text, so renaming the RD stage does not break routing.
• If a needed stage is not listed, select Outro (digitar) (Other — type) to use free text, which needs exact matching.

Other cases: free text and exact matching

For manual webhooks, ActiveCampaign, Pipedrive, or an RD CRM stage in Other mode, enter free text. The stage name must exactly match what the CRM sends, including spelling, accents, and capitalization.

Columns

Save validation: exactly one stage must be Disparar; all stage names must be present and unique; the multiplier must be between 0% and 100%.

Fail-closed routing

With Value Optimization enabled, an event is sent only when both conditions hold: its stage matches an active, configured row and the event has a deal_id. Any other case — unlisted or inactive stage, or missing deal_id — is ignored. It is not sent at full value.

The Trigger stage must be the first one a deal reaches. If a deal's first event arrives at a different stage and no previous record exists, it is also ignored because there is no initial value to restate.

Ignored events do not appear in Eventos recentes or Ver todos (View all), which show actual deliveries and failures. Unprocessed value-restatement attempts are also hidden because they are transient and retried automatically. If you expected more deals, start with Troubleshooting, especially deal_id mapping and stage-name matching.

Step model: why Enrichment stops at close

If the account also uses Lead Enrichment, the company-quality adjustment applies only while value remains an estimate, at stages below 100%. At the 100% realized/won stage, the adjustment is removed and the real deal value is sent without inflation.

Value preview

With Valor médio do negócio filled in, the page previews the amount that would be sent at each active stage. Use it to check multipliers before saving.

Example configuration

Adjust stage names and percentages to match the account's real funnel.