Enable campaign-level conversion setting

This article explains how to enable the campaign-level conversion setting in your Google Ads campaigns.

For Search and Display campaigns, the campaign conversion setting lets you override the account-level “Include in 'Conversions’” setting and specify conversion actions for a particular campaign (or group of campaigns). The “Conversions” column shows the action you want to optimize for and is also used by Smart Bidding. Other conversions not included are still reported in the “All Conversions” column, and are not incorporated into bidding models.

Note: Where possible it’s best to use the account-level "Include in 'Conversions'" setting to represent your primary goal as all new campaigns will default to the account-level configuration

Benefits

By selecting specific conversion actions for your campaign, you can more granularly control which conversions show up in the “Conversions” column for each campaign.

Example: You sell shoes and clothing on your website and have two different conversion actions, one tracking shoe sales and another tracking clothing sales. You have several campaigns targeted at shoe lovers and other campaigns targeted at clothing shoppers. You might consider using the campaign-level conversion setting to include only shoe purchases on your shoe campaigns, but this would not be recommended. It’s likely that customers who may be initially looking for shoes end up clicking an ad that leads to your website where they find a piece of clothing they like and purchase that instead or in addition to new shoes.

If you had used campaign-level conversion setting for this use case, then the automated bidding won’t observe and optimize against the clothing conversions from those valuable customers resulting in lower sales overall for your business. Instead, use a Target ROAS bidding strategy and assign appropriate conversion values to your shoe purchases and clothing purchases according to how much they are worth to your business.

Note: If you have several conversion actions that deliver different values to your business, instead of using the campaign level conversion setting, report all the actions in the “Conversions” column at the account-level and use Target ROAS or Maximize Conversion Value bidding strategy with different values assigned to each action to optimize effectively without any data loss.

Using the conversion setting with Smart Bidding

Smart Bidding (including target CPA and Target ROAS bidding strategies), considers only conversions reported in the “Conversions” column when optimizing towards your target. Machine learning based bidding models take time to adapt to any changes you make to your conversion configuration. This is true both at the account level and at the campaign level. If you decide to change your conversion actions at the campaign-level using the Conversions setting (Search), you should update your targets gradually over time as the bidding models adjust to newly reported conversions data. Otherwise, you may see unwanted fluctuations in spend.

Note: Store visits differ from other conversions in that Smart Bidding will react immediately to adding or removing the store visits conversion action. You should update your targets as soon as store visits is added or removed from the “Conversions” column.

Example: At the account level you have included purchases in your “Conversions” column which have a historical cost per action (CPA) of $100. You decide that you’d like to test including signups in the Conversions column for a specific campaign rather than purchases, which are a more frequent user action and thus have a lower CPA. When you change your conversions setting at the campaign-level to include only signups in the “Conversions” column instead of setting a much lower target CPA right away, you should adjust your target CPA down gradually over time to keep your campaign spend roughly stable.

Conversion action sets

If you choose to select specific actions at the campaign-level and you’d like to optimize more than one action, then you’ll be asked to select or create a conversion action set. Conversion action sets allow the bidding models to learn across campaigns, so it’s always recommended to use the same set across campaigns or to use the account-level "Include in 'Conversions'” setting when possible.

To create a conversion action set:

  1. Sign in to your Google Ads account.
  2. In the campaign you want to work with, click Settings.
  3. Click the Conversions setting under advanced settings.
  4. Click Choose conversion actions for this campaign.
  5. Click Select conversion actions.
  6. In the list on the left, select the conversion actions you want.
  7. If you choose more than one conversion action, give the new conversion action set a descriptive name so you can identify it when setting up other campaigns.
  8. Click Create a conversion action set.
  9. Click Save.

You can also edit campaign-level conversions setting in bulk from the "Campaigns" table:

  1. Sign in to your Google Ads account.
  2. Go to the Campaigns table
  3. Select the campaigns for which you want to edit the campaign-level conversions setting
  4. Click Edit
  5. Select Change conversion setting from the dropdown menu

To quickly view the conversion settings for all of your campaigns, you can add the “Conversion setting” column to your “Campaigns” table:

  1. Sign in to your Google Ads account.
  2. Click Campaigns.
  3. Click the ColumnsColumns icon.
  4. Click Modify columns.
  5. Click Attributes.
  6. Select Conversion setting.
  7. Click Apply.
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