For researchers, practitioners and communities, conservation translocation decision-making raises questions about what we value, including what ‘belongs’. While there is general recognition that these interventions are values-based social and political processes, this has not yet been extended to the application of genetic principles in conservation translocations. In this talk, we explore the complex interface of genetic research and conservation translocation practice. Drawing from a range of animal case studies, we canvas different norms and values which underpin the use and interpretation of genetic data. We consider how these norms and values might shape diverse perspectives on 'good' and 'bad' conservation translocation decisions, and in some cases, create contention. We conclude with a series of considerations intended to foster more reflexive and deliberative dialogue—and more contextually-responsive decisions—about the application of genetic principles to conservation translocations.