About campaign-specific conversion goals

This article explains how to manage campaign-specific conversion goals in your Google Ads campaigns.

The campaign-specific goals setting allows you to override your account-default goals and specify which goals you’d like to track in your conversion reporting and use for bidding in a particular campaign.

How it works

Your account-default goals should be applicable to most of your campaigns, but there may be some situations when you want to have more granular control over which conversion goals are used for bidding and reporting in a campaign.

Example

You sell shoes on your website and have two different conversion actions in your account default goal, one tracking add to basket actions and another tracking shoe purchases. For your campaign focused solely on selling shoes, you might consider using the campaign-specific conversion setting to include only shoe purchases. This will allow your campaign to only optimise towards the most relevant conversion action.

Note: If you have several conversion actions that deliver different values to your business, instead of using the campaign level conversion setting, report on all the conversion actions at the account-level and use target ROAS or Maximise conversion value bidding strategy with different values assigned to each action to optimise effectively without any data loss.

We also recommend using all account-level goals because any changes made to your account-level goals won’t be applied to your campaigns that aren’t strictly using account-level goals.

When applying campaign-specific goals you can either use the standard goals that Google provides or create a totally custom goal.

Standard goals

You can choose which standard conversion goals to apply to a specific campaign. You can customise which standard goals to apply to a specific campaign using the campaign-specific goals setting. For example, you may have set both 'purchase' and 'add to basket' as account-default goals but would like to measure only the 'purchase' goal for one of your campaigns.

Custom goals

If none of the standard goals in your account meet your exact needs, you can create a custom goal to apply to a specific campaign. Custom goals can include any combination of primary and secondary conversion actions. You may wish to use custom goals in rare situations when you have a non-standard advertising objective.

If you’d like, you can apply a combination of custom goals and standard goals to your campaign. Note that you can only use one custom goal per campaign.

In general, it’s best to use your account-default goals across all your campaigns rather than creating campaign-specific goals since this allows your campaigns to learn from one another which can improve bidding.

Example: You can create a custom goal with a primary conversion action from the 'Purchase' conversion goal and a secondary conversion action from the 'Submit lead form' conversion goal. When you apply your custom goal to a campaign, the campaign will optimise for both conversion actions.

Note: All conversion actions included in a custom goal are used for reporting and bidding regardless of whether they’re set as 'primary' or 'secondary' goals. Learn more about primary and secondary goals

Using the conversions setting with Smart Bidding

Smart Bidding (including target CPA and Target ROAS bidding strategies) considers only conversions reported in the 'Conversions' column when optimising towards your target. Google's AI bidding models take time to adapt to any changes that 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 goals at the campaign level using the Conversions setting (Search) or the Conversion goals setting (Shopping), you should update your targets gradually over time as the bidding models adjust to newly reported conversions data. Otherwise, you may have unwanted fluctuations in spend. Note that Smart campaigns only optimise for a smaller set of goals.

Shop visits differ from other conversions in that Smart Bidding will react immediately to adding or removing the shop visits conversion goal. You should update your targets as soon as shop visits are added or removed from the 'Conversions' column.

Example: At the account-level, you include purchases that have a historical cost per action (CPA) of £100 in the 'Conversions' column. You decide that you’d like to include signups (which are a more frequent user action and thus have a lower CPA) in the 'Conversions' column for a specific campaign rather than purchases. 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 adjust your target CPA down gradually over time to keep your campaign spend roughly stable.

Create campaign-specific conversion goals

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.

To apply campaign-specific conversion goals:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down.
  3. Click Campaigns, and select the campaign that you want to add conversion goals to.
  4. Click the Settings tab.
  5. Click the Goals drop-down in the settings menu.
  6. Click Use Campaign-specific goal settings.
  7. Select the conversion goals you want.
  8. Click Save.

You can also edit campaign-specific conversions setting in bulk from the 'Campaigns' table:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down.
  3. Click Campaigns, and go to the Campaigns table.
  4. Select the campaigns for which you want to edit the campaign-specific conversions setting.
  5. Click Edit.
  6. Select Update conversion goals from the drop-down menu.

To quickly view the conversion goals for all of your campaigns, you can add the 'Conversion goals' column to your 'Campaigns' table:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down.
  3. Click Campaigns.
  4. Click the 'Columns' icon A picture of the Google Ads columns icon.
  5. Click Modify columns.
  6. Click Attributes.
  7. Select Conversion goals.
  8. Click Apply.

To create a custom goal:

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop-down.
  3. Click Summary.
  4. In the conversions summary, scroll to the bottom of the page and click to expand the Custom goals section.
  5. Click Add custom goal.

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