Summary
Assigning a specific value to a quote request based on estimates and modelling is a proxy value. The real revenue from that enquiry is not known yet, so the agency substitutes a modelled figure so value-based bidding has something to optimise against. Once actual booking revenue is imported through offline conversion tracking, that proxy can be replaced with real values.
Nitin Batra is a Google Ads Search certified professional who sets up conversion values and value-based bidding strategies for lead generation accounts on a daily basis.
Last updated: August 23, 2026
A travel agency that assigns an estimated, modelled value to a quote request is using a proxy value, the value-centric category used when true revenue is unknown and a stand-in figure represents likely worth.
- Actual
- Synthetic
- Predictive
- Proxy
The correct answer is: Proxy
Key Takeaways
- – Assigning an estimated, modelled value to a quote request is a Proxy value, not an actual value.
- – Proxy values are entered per conversion action under Tools and Settings, Goals, Conversions, in the Value section of the conversion action.
- – Value-based bidding needs a number on every conversion, so proxy values exist to make lead generation accounts usable with Target ROAS and Maximise conversion value.
- – A proxy value is only as good as the assumptions behind it. Review close rates and average booking value at least quarterly, or the bidding system will keep optimising towards a stale number.
What is the difference between an actual value and a proxy value in Google Ads?
An actual value is the real transaction amount passed back from the site or the CRM, which is what an ecommerce checkout sends. A proxy value is an estimate you calculate yourself because the true revenue is not available at conversion time, which is the case for a quote request, a call or a form fill. Both work with value-based bidding, but only actual values reflect confirmed money.
How do I calculate a proxy value for a lead form or quote request?
Take your average revenue per closed deal and multiply it by the historical percentage of quote requests that convert into bookings. If 100 quote requests produce 8 bookings at an average of 60,000 rupees, each quote request carries a proxy value of about 4,800 rupees. Pull the close rate from your CRM, not from a guess, and split it by product line if the numbers differ a lot.
Can I use different proxy values for different types of enquiries?
Yes, and you should. Create separate conversion actions for different enquiry types, or pass a dynamic value in the conversion tag when the form captures trip type or budget. You can also apply conversion value rules to adjust values by location, device or audience without rebuilding your tracking.
Do proxy values have to be accurate in absolute terms for Target ROAS to work?
The relative difference between conversion types matters more than the absolute rupee figure. If a package enquiry is genuinely worth five times a flight enquiry, the bidding system will behave correctly even if both numbers are scaled off. Absolute accuracy does matter for your ROAS target, though, because an inflated proxy value will make reported return look far better than the business is actually earning.