Calculate the signal
Conversion Value Schema Builder
Give calls, forms and CRM outcomes values derived from expected contribution, then choose one bidding stage so the same customer is not counted three times.
Commercial inputs
Value each lead route
Use contribution after direct fulfilment cost. Add routes only when their economics genuinely differ.
Lead route
Your result
Conversion value specification
Different routes deserve different values
The example starts with a form and a qualified call. Adjust the economics, choose one Primary stage and build the implementation table.
Values by route and stage
| Route | Captured | Qualified | Won | Primary |
|---|
Conversion action specification
Anti-double-counting rules
Limits on these values
What this can and cannot tell you
A decision aid, not account access
This result follows published Fire Pixel rules from the figures you provide. It cannot see your Google Ads settings, CRM records, attribution model or auction behaviour. Treat the result as the first investigation, then verify it against the account.
Turn the result into a working system
The arithmetic is only useful if the identifiers and uploads survive.
I can verify the assumptions, map each conversion route and implement the values through the site, CRM and Google Ads account.