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Search Ads 360 conversion value rules reporting

Conversion value rules let you better express the value of conversions as they relate to your business and easily adjust values for conversions based on device type and Google Ads audiences at auction time.

Once you’ve set up your conversion value rules, you can review your rules if you need to make any changes. You can also view your conversion value rules reporting within your existing campaign reports.

Reporting and bid optimisation

Search Ads 360 conversion value rules let you adjust your conversion value reporting, which helps your bidding strategies optimise towards the conversions that you value most. 
For example, let’s say that you're an online leads business. You value all leads; however, leads from people in Victoria are worth more to you. If you’ve set up a conversion value rule that increases the value of leads from customers in Victoria, your bid strategies will optimise towards those users. 

The types of conversion goals and bid strategies that you choose for a campaign determine the conversion value rules that are applied in your reporting, as well as how they impact your bid optimisation. 

For search and shopping campaigns with Search Ads 360 conversion goals

When data sharing between Search Ads 360 and Google Ads is enabled:

  • Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
  • Search Ads 360 conversion value rules are used for bid optimisation

See the table below for more details. 

Campaign settings Impact on reporting and bidding
Conversion goal selected Bid strategy owner Conversion value rules used in Search Ads 360 reporting Conversion value rules used in Google Ads reporting Effective conversion value rules used for bid optimisation
Search Ads 360 Search Ads 360 or Google Ads

Search Ads 360

Search Ads 360

Search Ads 360

Search Ads 360 and Google Ads Search Ads 360 or Google Ads Search Ads 360 Search Ads 360 Search Ads 360

 

When data sharing between Search Ads 360 and Google Ads is not enabled: 

  • Google Ads conversion columns will report values adjusted by Google Ads conversion value rules
  • Search Ads 360 conversion columns will report values adjusted by Search Ads 360 conversion value rules
  • Search Ads 360 conversion value rules are used for Search Ads 360 intraday bid optimisation. 

Learn more about how to share Search Ads 360 conversion data with Google Ads

Learn more about campaign-specific conversion goals

For search and shopping campaigns with Google Ads conversion goals

Campaigns with Google Ads conversion goals may have Search Ads 360 conversion value applied to them differently, depending on how you set up your campaign. Which conversion value rules are applied in your reporting and how they impact your bid optimisation are determined by: 

  • The conversion goal of your campaign
  • The conversions reporting options you choose when creating your campaign
  • The bid strategy for your campaign

See the table below for more details. 

Campaign settings Impact on reporting and bid optimisation
Conversion goal selected Conversions reported in Search Ads 3601 Bid strategy owner Conversion value rules used in Search Ads 360 reporting Conversion value rules used in Google Ads reporting Effective conversion value rules used for bid optimisation
Google Ads Google Ads conversions Search Ads 360 or Google Ads  Search Ads 360 Search Ads 360 Search Ads 360
Search Ads 360 conversions Google Ads Search Ads 360 Google Ads Google Ads
Search Ads 360 conversions Search Ads 360 intraday bidding Search Ads 360 Google Ads Search Ads 360
  1. When you choose to use a Google Ads conversion goal during campaign creation, you can also choose which conversion goals are reported in Search Ads 360. This column represents that option. 

When setting up a campaign with Google Ads goals, it is not recommended to use a Search Ads 360 auction-time bidding strategy while also reporting Search Ads 360 goals with Search Ads 360 conversions. 

Learn more about how to share Search Ads 360 conversion data with Google Ads

Learn more about conversion goals

View your conversion value rules

If you’re looking for more information about your conversion value rules, you can review your rules from the 'Value rules' page. To do so:

  1. Sign in to your new Search Ads 360.
  2. In the upper right-hand corner, click the tools and settings Google Ads | tools [Icon] icon.
  3. Under 'Measurement', select Conversions.
  4. In the left panel, click Value rules. You can view the conversion value rules that you created in the conversion values report.

Here you can make changes to your rules, remove rules or add new rules. General conversion value rules reporting can be found within your existing conversions and campaign reporting.

About your conversion value rules reporting

You can add the conversion value rules column to your statistics table. Reporting for conversion value rules applies to all conversions, not just the ones in the 'Conversions' column.

If your campaign uses both Search Ads 360 and Google Ads conversion goals, your reporting will show adjustments based on the conversion value rules that you’ve set up in both Search Ads 360 and Google Ads. Your Google Ads conversion column will show values adjusted by the rules that you set up in Google Ads, and the Search Ads 360 conversion column will show values adjusted by the rules you set up in Search Ads 360.

If you’d like to review specific conversion value rules reporting, segment your reports.

Segment your conversion value rules reporting

  1. Sign in to your new Search Ads 360.
  2. In the left-hand panel, click Campaigns.
  3. Click the segment icon  and then Conversions, Value rule adjustment.

The total conversion value is the sum of 'Original value (rule applied)', 'Original value (no rule applied)' and the adjustments made by 'Audience', 'Device' or 'No condition' value rules. The total original value of the conversions is the sum of the 2 'Original value' segments.

For example:

Let’s say that you sell $50 of books to customers on mobile devices and $100 of books to customers on desktop. You set up a value rule to multiply value by 2 for customers from mobile devices, so your total conversion value is $200 (2 x 50 + 100).

  • Your 'Original value (rule applied)' = $50 of books sold to customers on mobile devices.
  • Your 'Original value (no rule applied)' = $100 of books sold to customers on desktop.

Conversion value rules reporting for shop visits

When using conversion value rules for shop visits, you may prefer to use value rules for bidding only while reporting on the total value of shop visits (without rules applied). Currently, all conversion columns in the statistics table report conversion values with the value rule adjustments included. You can, however, segment columns in the statistics table to manually calculate conversion value without rules applied.

You can do this by adding the 'Conversions>>Value adjustment' segmentation and cross-referencing with the 'Store visit value' pre-defined custom column. Here you will find the 'Original value (rule applied)' for shop visits, which is the value before the value adjustment is factored in.

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