DoubleClick Search overview

Conversion source

Used in conversion goals and DoubleClick Search bid strategies

The DoubleClick Floodlight, Google Analytics, Floodlight activity, or formula columns that are used by a conversion goal or DoubleClick Search bid strategy to efficiently gain more conversions of the same type.

You can specify one or many conversions in a conversion goal or DoubleClick Search bid strategy. The performance history of the conversions is analyzed by algorithms to calculate and set bids, set or recommend bid adjustments, and to autogenerate (adapt) location targets, remarketing targets, and product groups.

The conversion sources that are available for each type of conversion depend on whether your goal is to maximize conversions or revenue. That is, conversion options are the total number of non-revenue items such as the number of transactions or Google Analytics goals. Revenue options are the total amount of transactions or the monetary value attributed to Google Analytics goals.

Any of the following types of conversions can be selected to optimize bids and bid adjustments, and adapt targets or product groups to maximize conversions or revenue:

Maximize conversion options

DoubleClick Floodlight

  • Select actions: Maximizes the number of selected actions that are tracked by the Floodlight action activities on your site. You can select a single Floodlight activity, or any number of activities.
  • Select transactions: Maximizes the number of selected transactions that are tracked by the Floodlight transaction activities on your site. You can select a single Floodlight activity, or any number of activities. Note that a conversions KPI maximizes the number of transactions, not the amount of revenue or the quantity of items sold. If you want to maximize the amount of revenue, create a conversions goal with a revenue KPI.

Google Analytics

  • All transactions: Maximizes the number of all ecommerce transactions on your site. Note that a conversions KPI maximizes the number of transactions, not the amount of revenue or the quantity of items sold. If you want to maximize the amount of revenue, create a conversions goal with a revenue KPI.
  • Selected conversions : Maximizes the number of conversions that are tracked by the Google Analytics goals that you select.

Formula columns: Maximizes the number of conversions as defined by a formula column. For example, you can use a formula column that sums the number of all Floodlight and Google Analytics conversions. A conversion goal with a conversions KPI can't maximize a formula column that calculates revenue or number of clicks.

Floodlight activity columns: Maximizes the number of non-revenue conversions that are tracked by a selected Floodlight activity custom column.

Google Analytics columns: Maximizes the number of conversions or transactions that are tracked by a selected Google Analytics custom column.

 

Maximize revenue options

DoubleClick Floodlight

  • Select transactions: Maximizes the revenue from sales that are tracked by all Floodlight transaction activities on your site. You can select a single Floodlight activity, or any number of activities.

Google Analytics

  • Revenue from all transactions: Maximizes revenue from all ecommerce transactions on your site.
  • Money from selected goals: Maximizes revenue from specific goals that define a monetary value.

Formula columns: Maximizes the revenue calculated by a formula column. For example, you can use a formula column that assigns a monetary value to a Floodlight activity that tracks newsletter signups.

Floodlight activity columns: Maximizes the amount of revenue that is tracked by a selected Floodlight activity custom  column.

Google Analytics columns: Maximizes the amount of revenue that is tracked by a selected Google Analytics custom column.

 

Conversion goals can't be edited. You can only create or remove conversion goals.
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