Adjust your conversion rate

Using Performance Planner helps you to make adjustments to conversion rates to the campaigns in your plan. If you expect changes to conversion volume, you can manually adjust conversion rates on your campaigns to check the impact on your forecast. You can adjust the conversion rate of individual or multiple campaigns within an existing plan:

• New plan: Match your conversion rate to that of a similar period in the past.
• Individual campaign: If you know how conversion rates might change for a specific campaign.
• Multiple campaigns: Simulate how changes to your conversion rates will impact your overall plan.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Adjust rate on new plan

Adjusting your rate for a new plan may be helpful if you want to check how your performance compares to a similar period in the past. For example, if you run a sale every May, you might want to check how your plan will perform based on conversion rates from last May.

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop down in the section menu.
3. Click Performance planner.
4. Click the plus button to create a new plan.
5. Select Conversions or Conversion value as the metric of forecast in your plan.
6. Select the period you want to base your plan's forecast on, for example, the last 7, 30, 90 days, or the same period last year.

Adjust rate for individual campaign

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop down in the section menu.
3. Click Performance planner.
4. Click the plan in which you’d like to adjust your conversion rate.
5. Go to the Plan page and scroll down to the campaign table.
6. Click the pencil icon next to “Average conversion rate”.
7. In the editor panel on the right, enter a new “Forecasted conversion rate”, select a date range for a “Historical conversion rate”, choose a “Scaled conversion rate”, or enter a “Custom conversion rate” for that campaign.

Adjust rates across multiple campaigns

1. In your Google Ads account, click the Tools icon .
2. Click the Planning drop down in the section menu.
3. Click Performance planner.
4. Click the plan in which you’d like to adjust your conversion rate.
5. Click Adjust on the conversion rate banner.
6. You can adjust your conversion rates in two ways:
   • Scale conversion rates across campaigns: Enter the percent amount you expect your conversion rate to increase or decrease. For example, if you adjust your rate by +50%, a campaign with a forecasted rate of 5% conversion rate will increase to 7.5%.
   • Set a new conversion rate to apply across campaigns: Enter a new conversion rate.