Use goal builder for custom bidding

You can use goal builder to optimize for weighted conversions and custom metrics using Floodlight activities or Google Analytics conversions to improve how custom bidding prioritizes impressions that align with your campaign’s key performance indicators (KPIs) without having to write a script.

To create a custom bidding goal:

  1. Go to Resources and then Custom Bidding.
  2. Choose New algorithm.
  3. Enter a name for your algorithm.
  4. For Algorithm source, choose Goal builder.
  5. Under Algorithm definition, for Goals: Select Add goal.
  6. Under Conversion type, choose one of the following:
    1. Floodlight activities: You can choose one or more Floodlight activities
    2. Google Analytics conversions: You can choose one or more Google Analytics conversions.
  7. Set the following goal parameters:
    1. Action: Choose the type of conversion action you want to track. You can choose Add to include additional actions you want to track. The action you choose determines how the algorithm calculates impression score.
      Note: When setting goals using Google Analytics events, you can’t choose an action type more than once for the same event.
      • Number of conversions: Scores impressions using the number of conversions that take place tracked by the Floodlight activity or Google Analytics event.
        • (Optional) Weighted conversions: You can set the Weight to optimize toward that conversion activity or event. The weight multiplies the impression score.
      • Sales quantity: Available when setting goals using Google Analytics events and Floodlight activities that track sales. Scores impressions using the total number of sales that take place.
      • Only available for Floodlight activities tracking sales conversions:
        • Sales revenue: Scores impressions using the total sales revenue from the sales tracked by the Floodlight activity.
      • Only for Google Analytics conversions:
        • Maximum sales revenue: Scores impressions using the highest sales value tracked by the Google Analytics event
    2. Conversion counting: Available when setting goals using Floodlight activities. Determines which conversions count toward the impression score. Choose one of the following:
      • Count all conversions
      • Only post-click conversions
      • Only post-view conversions
        Note: When setting goals using Floodlight activities, you can't choose the same conversion counting method more than once for the same activity.
  8. Under Aggregation, choose a method of scoring conversions:
    1. Sum of values: The default option. Accounts for all conversions by scoring conversions based on the sum of all impression values.
    2. Maximum value: Focuses on conversions with the highest value only.

      Example

      Given the following:
      Conversion Assigned weight / value
      Visits to homepage 1
      Items added to cart 5
      Items purchased 10

      A car dealer may want to account for all conversions. Choosing the sum of values adds the total value of all conversions, aggregating a total score of 16.

      A retailer may want to focus on high-priority conversions such as items purchased. Choosing the maximum value aggregates a total score of 10. Accounting for the conversion with the highest weight.

  9. Select an attribution model:
    It's important to monitor the data you provide to attribution models. Inaccurate or unstable data may result in unexpected bidding outcomes.
    1. For goals using Floodlight activities, choose one of the following:
      • Floodlight attribution model (primary): An attribution model you've previously set as the primary. A primary attribution model is the default model for all line items you associate with the Floodlight. For more information, go to change primary attribution models.
      • Linear: A default attribution model which gives equal credit to each channel a user interacts with on their way to a conversion.
      • Pay-per-active view (read-only): The default attribution model if using pay per active view or clicks.
      • Base last interaction: A default attribution model which gives 100% credit to the last channel the user interacted with.
      • Data-driven attribution (DDA) model: A model you create in Campaign Manager 360. You can train data-driven attribution models using your own consumer behavior data. You should consider this option if you're new to attribution. For more information, go to create a new data-driven attribution model in Campaign Manager 360.
    2. For goals using Google Analytics events, choose:
      • Google Analytics Last Click, Non-fractional Credit: A model which ignores direct traffic and attributes 100% of the conversion value to the last channel clicked before buying or converting. To learn more, go to About the default MCF attribution models.
  10. When done, choose Create.

For more information about the default attribution models, go to about attribution modeling.

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