You can still get detailed tracking data without filling in this optional field. However, you can further customize your statistics by entering conversion values.
What you enter into the (Revenue for your action) Value field will depend on your conversion type and how your site is set up. For example, if all of the conversions recorded on a conversion confirmation page are evaluated the same way, and you measure signups as worth US$20.00 to your company, you would simply enter in the numeric value 20. If you're tracking page views as conversions, you could also enter a constant number such as 1 as your value. This allows you to track the total number of signups or leads that the visitor generated.
The number you enter here must be formatted with the decimal separator appropriate for your interface language. For example, in the US English interface you would use a dot (20.50) whereas other interfaces may call for a comma (20,50) to denote the same value. Currency symbols ($ and E) and characters other than your decimal separator are not accepted.
If the value is not a constant but instead changes (as with a shopping cart), you'll need to place the appropriate dynamic variable (such as Total_Cost) into the field in order to track properly. Make sure that the value of the variable will be the total value of the purchase(s) when the page is loaded. If you don't know what dynamic variable to use, contact your webmaster.
When you select Refresh, the value you entered is inserted into the Google code. Once you place this individualized tracking code within your website code, a conversion occurs, and your conversion statistics are updated, you'll get detailed conversion tracking data in your AdWords report.
