About performance targets

Performance targets allow you to monitor and forecast the overall performance of campaigns so that you’ll know if you’re on track to meet your goals. These targets can be applied on a single-campaign level or to campaign groups.

How it works

Performance targets let you see how successfully the campaigns that they are applied to are meeting your measurable advertising goals. When applied to campaign groups, they can help you track the overall performance of multiple campaigns. Performance targets can be created when creating new campaigns and campaign groups, and they can also be created or edited at any time for existing ones.

Once you set your performance targets, Google Ads can estimate whether you’re on track to meet your goals. If it looks like you won’t reach the targets you set, you can consider adjusting your campaign settings to improve performance.

 

About campaign groups

You can create campaign groups with any combination of Search, Shopping, Display, or Video campaigns.

  • Campaign groups are optional (not every campaign needs to belong to a group).
  • Each campaign can only belong to one campaign group at a time.
Note: The performance target set for a campaign group will override any existing targets set on a single-campaign level. When a campaign is removed from a campaign group, the performance targets set before it was added to the group will be restored.

Example

Julia owns a small hat shop that takes in-store and online orders. Three of her Google Ads campaigns are focused on getting potential customers to buy her hats online. The success of these campaigns is measured by the number of online conversions. 

To individually track the performance of each campaign, Julia can set those targets directly within the campaign settings. However, Julia wants to track the performance of these campaigns and set their targets collectively, so she creates a campaign group named “Hats” and sets a performance target of 300 conversions per month.

One week in, Julia can see that she isn’t likely to meet her goal, so she makes a few changes to her campaign settings to increase her campaign group’s conversions. A few days later, Julia can see that she’s back on track to successfully meeting her performance target. 

Performance target settings

A performance target has three settings:

  • A group of metrics you want to track
  • The date range for tracking metrics
  • (Optional) Specific values you want to achieve for the metrics during each date range

Only one performance target can be active at a time.

Note that creating performance targets doesn’t affect ad service.

Metrics

Each performance target can track a single group of metrics:

  • Clicks
    This group contains metrics for tracking the number and cost of clicks
  • Conversions
    This group contains metrics for tracking the number and cost of conversions
  • Conversion value
    This group contains metrics for tracking the value generated from conversions and the cost

Date range

The date range specifies the time frame for measuring performance. For example if you target ≤$2 average cost per click (CPC) and select a monthly date range, Google Ads can estimate whether your CPC for the current month is likely to average $2 or less.

You can choose a custom date range or a recurring weekly, monthly, or quarterly period. Targets with weekly, monthly, and quarterly ranges never expire until you remove the target. Each week, month, or quarter, the target resets any totals or averages it's tracking. For example, at the beginning of each month a monthly "Number of clicks" target starts counting clicks from zero. Custom date ranges can either be recurring or can start and end on specific dates.

Targets

Targets are specific values you want to achieve for the metrics during each date range. Every performance target needs at least one set target value.

Clicks
  • Number of clicks is the total number of clicks you aim to receive during the target's date range.
  • Total spend is the total amount you aim to spend during the target's date range.
  • Average CPC (cost per click) is the average amount you aim to spend per click during the target's date range. Average CPC is calculated by dividing the amount you pay by the total number of clicks those ads receive. 
Conversions
  • Number of conversions is the total number of conversions you aim to receive during the target's date range.
  • Total spend is the total amount you aim to spend during the target's date range.
  • Average CPA (cost per acquisition) is the average amount you aim to spend per conversion during the target's date range. Average CPA is calculated by dividing the amount you pay by the total number of conversions those ads receive.  
Conversion value
  • Total value of conversions is the total value from conversions you aim to receive during the target's date range.
  • Total spend is the total amount you aim to spend during the target's date range.
  • Average ROAS (return on advertising spend) is the average return you aim to achieve from conversions during the target's date range. Average ROAS is calculated by dividing the total value generated from your total conversions by the amount you pay for ads.

Performance target status

Your performance target’s status is Google Ads’ best estimate of whether you’re on track to successfully meet your target.

On track
Based on recent performance, you are likely to meet your performance target. The chance of meeting each target is available on your performance target’s summary card. 
Needs attention
Based on recent performance, you are not likely to meet your performance target. The chance of meeting each target is available on your performance target’s summary card. Consider changing your campaigns’ settings and checking your status again in a few days to see if you’re on track. 
Target met

The performance target’s date range has passed, and you've met your target. 

Target not met
This status appears when one of the following conditions applies to your performance target:
  • The performance target’s date range has passed, and you did not meet its performance target.
  • The performance target’s date range is still in effect, and you have already exceeded the target threshold.

Note: Editing a campaign group might affect your performance target's status. A performance target’s status is based on the performance of all campaigns currently part of the campaign group. Adding or removing a campaign from a campaign group may affect the status of that campaign group’s performance targets.

Stage

When checking the status of your performance target, keep in mind that your target may be in 1 of 3 stages, based on the date range you set.

Scheduled
You’ve set a performance target for a future date. Check the target’s status again after the start of your target’s date range.
Active
Performance data is actively being collected. Check your target’s status to see whether you’re on track to meet your goal.
Past
Your performance target’s date range has passed. Review your status to see whether or not your target was met.

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