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Using the "Optimization" setting for conversions

Conversions can no longer be created in AdMob. The Conversions table will continue to display a read-only list of the conversions you’ve created in AdMob and Google Ads. 

Going forward, all conversions should be created in Google Ads and tracked using the Firebase SDK. If you’re setting up conversion tracking in Google Ads for the first time, follow the instructions to track conversions with Firebase.


For each conversion action, you can decide whether or not to include its conversions in the "All conv." column of the Conversions table. You can use this setting to control how you bid for conversions and to customize the data in your reports.

In this article, we’ll go over what checking the Optimization setting does, why you might use it, and how to change the setting.

When the Optimization checkbox is checked, this data may be used for optimization purposes across AdMob and AdWords.


You can use the Optimization setting to do the following:

  • Fine-tune your "All conv." column to see only data for the conversion actions that matter most to you.
  • Tell AdMob which conversions to optimize for use in an automated bidding strategy. You can set up bidding strategies in AdWords.
  • Adjust your "All conv." column to better inform your manual bidding.

How "Optimization" works

The Optimization setting enables you to choose whether or not to include a conversion action’s data in your "All conv." column. You can adjust this setting for each of your conversion actions, so you can choose to include certain kinds of conversions and not include others.

You can also use this setting to control how you bid for conversions. Automatic bidding strategies like Target return on ad spend, Enhanced cost-per-click, and Conversion Optimizer use the data in the "All conv." column to optimize your bids. Choosing not to include a conversion action in the column means your bidding strategies won’t bid for these particular conversions. This can be useful if you want to bid for certain kinds of conversions but not others.

If you don’t use automatic bidding strategies to optimize for conversions, this setting won’t automatically affect your bidding. However, you can also use the setting to adjust the "All conv." column to better inform your manual bidding.

The default setting for most conversion actions is to include data in the "All conv." column.

To edit a conversion action's Optimization setting, edit the conversion and check or uncheck the Optimization checkbox.

You can't uncheck the Optimization setting if the conversion bid metric is "Converted clicks." You can make adjustments to the conversion bid metric by signing in to your AdWords account.

Learn more in the AdWords help center

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