Value Optimization

Value Optimization teaches True Conversions to send the right value to Google Ads at each stage of a deal's funnel, instead of one fixed value only at close (or no value at all). This helps Google's bidding algorithm identify high-quality leads early, not just once a deal has already closed.

Access: open the account (client) → Otimização de valor (Value Optimization).

Prerequisites

• The deal's deal_id needs to arrive on every event — for natively connected CRMs it's already there; for a manual webhook, map it under Field Mapping.
• If the account uses RD Station CRM, a funnel (pipeline) must be selected on the CRM Integrations page — see Connecting RD Station CRM. Without this, the funnel's real stages won't show up here.

The idea in one sentence

value sent = deal value × stage multiplier (× company-quality adjustment, if Enrichment is on)

A Lead is worth less than a deal already in proposal, which is worth less than a Closed-Won deal. At each stage, True Conversions sends a fraction of the deal value — and when the deal actually closes (100%), it sends the real value, no longer an estimate.

Enable

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

For RD Station CRM, Pipedrive, and ActiveCampaign: turning this toggle on also changes what the CRM sends — without it, you only receive the "won" event; with it, you start receiving every stage change. See the CRM-specific guides.

General settings

How to find the right Stage Field path (only needed for a manual webhook): move a test deal to a new stage in the CRM, then open Eventos recentes (Recent Events) on the account page, expand the most recent event, and check Dados recebidos (Received Data) — copy the exact path of the field containing the stage name.

Leave Stage Field blank only if 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 represents a stage in the CRM's funnel. How you fill in the Stage Name depends on the CRM:

RD Station CRM (with a selected funnel) — ID-based dropdown

If the account has RD Station CRM connected with a funnel (pipeline) already selected on the CRM Integrations page, the Stage Name column becomes a dropdown of that funnel's real stages, loaded straight from RD. A blue notice confirms: "As etapas são carregadas direto do funil selecionado no RD Station CRM — escolha-as na lista" ("Stages are loaded straight from the funnel selected in RD Station CRM — pick from the list").

• True Conversions stores the stage's stable ID, not its text — renaming the stage in RD Station won't break routing.
• If you need a stage that isn't in the list (rare), pick "Outro (digitar)" ("Other (type)") from the dropdown — this switches to free-text mode, which requires an exact match (see below).

Everything else — free text, exact match required

For a manual webhook, ActiveCampaign, Pipedrive, or an RD CRM stage in "Outro" mode, the field is free text and an amber notice appears: "Os nomes das etapas precisam ser idênticos ao texto que o seu CRM envia" ("Stage names need to be identical to the text your CRM sends") — same spelling, accents, and casing. If the CRM sends "Won", the stage must be named "Won" — not "Closed-Won".

Columns

Validation rules on save:

• Exactly one stage must be marked Disparar (Trigger).
• Every stage needs a name, and names must be unique.
• The multiplier must be between 0% and 100%.

Fail-closed routing

With Value Optimization enabled, an event is only sent to ad platforms if, at the same time: (a) its stage matches an active, configured stage in the table above, and (b) the event has a deal_id. Any other case — unlisted stage, disabled stage, or no deal_id — is skipped (nothing gets sent), not sent at full value.

This is intentional: previously, an unlisted stage was accidentally sent at full value (a "fail-open" bug that's now fixed). Today the system would rather send nothing than send a wrong value.

The Trigger stage must be the first one a deal passes through. If a deal's first event arrives at a non-Trigger stage (and no prior record exists for that deal), it's also skipped — there's no "initial value" to restate later. In practice this is rare, since CRMs fire the initial stage first.

Skipped events don't show up in Eventos recentes (Recent Events) or Ver todos (View all) — those screens only show real deliveries (sent and failed), to cut down on noise. Value-update attempts (restatements) that Google hasn't processed yet are hidden too: they're transient and retried automatically (see Troubleshooting). If you expect to see more deals than appear, start with the common causes in Troubleshooting (deal_id not mapped, or stage names that don't match the CRM).

The step model (why Enrichment disappears at close)

If the account also uses Lead Enrichment, the company-quality adjustment only applies while the value is still an estimate (stages below 100%). Once a deal reaches the stage marked 100% (realized/won), the enrichment adjustment is dropped — the system sends the deal's real value, never inflated. This avoids double-counting the same signal (the stage already measures probability of closing; enrichment measures company quality — at close, you already know the truth).

Value preview

With Average Deal Value filled in, the page shows a preview of how much would be sent at each active stage — useful to sanity-check the multipliers before saving.

Example configuration

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