Set a conversion goal in a campaign

Create and apply a conversion goal to a campaign

AdWords or Bing Ads only

A conversion goal also serves as a reporting column. This enables you to use existing custom reporting columns as conversion goals or create new reporting columns to use as conversion goals.

You can apply a conversion goal to a manual campaign, a shopping campaign, or a mobile app install campaign only if the advertiser's currency and the engine account's currency match.

Create new goal in campaign settings 

  1. Navigate to an AdWords or Bing Ads campaign.

    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    DoubleClick Search displays the campaign page.

  2. Under the name of the campaign, click the campaign settings icon Settings button
  3. In the Bid strategy section, click the arrow ▼ to display the list, and select Manual bidding.
  4. Under Campaign goal, click the arrow ▼, and then select Create new conversion goal.
  5. Complete the steps to select an existing column as a goal or create a new column for the goal.

Use an existing column as a goal

  1. Complete the steps to navigate to the New conversion goal window in a campaign's settings
  2. In the New conversion goal window, click Select a column.
  3. Under Column, click the arrow ▼, and then select a column. 

    Only columns that use the last-click attribution model are listed.

  4. If the column's metric is Conversions, DoubleClick Search (DS) will use CPA (cost per action) for optimization.
    If the column's metric is Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend).
    DS will optimize conversions or revenue using the column's metric.

  5. Click Save

    On save, the goal is applied to the campaign.

Add a new column to use as a goal

  1. Complete the steps to navigate to the New conversion goal window in a campaign's settings
  2. In the New conversion goal window, click Create a column.
  3. Enter a name for the column. 
    The name of the column is also the name of the conversion goal.
  4. Select Conversions or Revenue.
  5. If you select Conversions, DoubleClick Search (DS) will use CPA (cost per action) to track your goal.
    If you select Revenue, choose either ERS (effective revenue share) or ROAS (return on advertising spend)
  6. Under Conversion source, click the arrow ▼ to select the type of conversion, and then complete the steps for the type of conversion:

    DoubleClick Floodlight

    Conversions KPI

    1. Under Select conversion type, select one of the following options:
      • Select actions
      • Select transactions
    2. Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity group folder that you want to include in the goal. Select a Floodlight activity group folder to select all of the tags in the group.

      To select all of the Floodlight tags, click Select all.

      To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

      To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

    Revenue KPI

    1. Under Select conversion type, click Select transactions.
    2. Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity folder that you want to include in the conversion goal. Select a Floodlight activity group folder to select all of the tags in the group.

      To select all of the Floodlight tags, click Select all.

      To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 
      To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

    Google Analytics

    Conversions KPI

    1. Under Select conversion type, choose one of the following:
      • All transactions
      • Selected conversions
    2. If you chose Selected conversions, type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >>  next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

      To select all of the Google Analytics goals, click Select all.

      To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 
      To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

    Revenue KPI

    1. Under Select conversion type, choose one of the following:
      • Revenue from all transactions
      • Money from selected goals
    2. If you chose Money from selected goals, type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

      To select all of the Google Analytics goals, click Select all.

      To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 
      To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

    Formula columns

    Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.

    Floodlight activity columns

    Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight activity.
    Only Floodlight activity columns that use the last-click attribution model are included in the list.

    Google Analytics columns

    Under Select conversion type, click the arrow ▼ to display the list of custom Google Analytics activity columns, and then select the custom Google Analytics activity.

     

  7. Click Save.
    On save, the goal is applied to the campaign.
If you want to apply conversion goals to several campaigns, try using a bulksheet to apply the goals.

Next steps

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