On Target ROAS, a value that never varies gives Google nothing to rank

On Target ROAS, every conversion needs its own value, or the bidder cannot rank anything.

If the conversion action sends the same value every time, Google cannot tell a $40 order from a $900 one. The value strategy you picked ends up chasing a count, and every ROAS figure in the report is conversions multiplied by a constant.

The setting alone does not settle it. An action can say values vary and still send the same one, so the test is the arithmetic: conversion value divided by conversions, for each of the last 30 days. Thirty different numbers is value data. The same number thirty times is a count with a price stuck on it.

It costs you twice. You pay for a strategy that needs values to learn from, and you read ROAS off a report that cannot move unless the count does.

If yours comes out the same every day, raise it with whoever set up the tag, before the next ROAS review.