A conversion event completes when a customer’s typical conversion path ends. However, conversion events may not always have the same value. For example, motorcycle insurance quotes may be more valuable than car or boat insurance. To account for changes in conversion value, you can create rules to adjust the conversion value in the new Search Ads 360.
With custom variable adjustments in the new Search Ads 360, you can modify the conversion value at the campaign level. These adjustments can be applied across all new Search Ads 360 sub-manager conversions in a conversion action including Floodlight, Adobe Analytics and Google Analytics. Additionally, it can be applied with custom Floodlight variable conditions for Floodlight conversions.
You can review your custom variable adjustments in the conversion value column across your account reporting.
How it works
Custom variable adjustments in Search Ads 360 enhance campaign success by assigning special significance to specific conversions, ensuring their value stands out and receives proper attention.
- Choose the conversion that you want to adjust.
- (Optional) Choose the custom variable of your choice.
- Adjust the value.
Example
You sell electronics and want to value premium purchases more. With custom variable adjustment, you can set up the following:
- Rule: If 'category = premium_electronics'
- Adjustment: Increase conversion value by +10%
Now, when someone buys a premium electronic, their purchase will count for 10% more, reflecting its higher importance.
Conversions that match your custom variable adjustments rules can have different adjustments applied:
- Add: Apply a value addition to the recorded conversion value. For example, if an adjustment of +$10 is applied to the original conversion value of $50.
- Multiply: Multiply your existing conversion value by X. For example, $100 x 1.1 to increase value by 10%.
- Set: Assign your conversion to be a specific value. This will override any value that was previously recorded by your conversion. For example, if you enter the desired value of $10 for the first-time buyer's conversion, it will override any pre-recorded conversion value.
How custom variable adjustments affect reporting
Setting a custom variable adjustment to your campaign will override the original revenue value for that conversion, and will appear post-adjustment in all places the Floodlight is reported.
Understanding how custom variable adjustments interact with original values and reporting is crucial, as these adjustments allow you to refine conversion values.
Original conversion value
- New Search Ads 360 stores the original conversion value alongside the adjusted one. This allows for comparisons and analysis of the impact of custom variable adjustments.
- You can access the 'original value' column through the 'All conv. value (original reported)' column, or by creating a custom column and segmenting the 'All conv. value (original reported)' column for your specific conversion column.
Order of custom variable adjustments application
- Custom variable adjustments are applied before calculating conversion value rules. This means the adjusted value, not the original, is used for conversion value rules calculations.
- This order ensures that conversion value rules accurately reflect the impact of custom variable adjustment on your campaign performance
Example
Imagine a campaign with a purchase conversion originally valued at $20. You create a custom variable adjustment to increase the value by 50% for purchases exceeding $100.
- For a $150 purchase, the original value remains $20.
- The custom variable adjustment applies, adjusting the value to $20 x 1.5 = $30.
- This adjusted value of $30 is then used to calculate conversion value rules.
Reporting
- All reports using the Floodlight conversion will reflect the adjusted value, not the original.
- This includes dashboards, reports and exports where the Floodlight conversion is used.
Learn how to set up reporting for custom variable adjustments.
FAQs
1. How many custom variable adjustments should I create per campaign?
For best performance and management, we recommend using only a small number of custom variable adjustments per campaign (for example 1–5). This keeps campaigns easy to manage and ensures optimisation focuses on the metrics most important to you.
2. Can I have multiple custom variable adjustments?
Multiple custom variable adjustments can be added for an individual campaign and each custom variable adjustment can trigger on multiple conditions. If you want to set up multiple adjustments, remember that only one custom variable adjustment can apply at a time, with priority given to Multiply > Add > Set. If you have multiple custom variable adjustments of the same type that match, the first custom variable adjustment specified in your account will match.
3. Can I use custom variable adjustments with Google Ads Performance Max, Shopping or Display campaigns?
Custom variable adjustments are currently compatible with Google Ads Performance Max, Search campaigns and Shopping campaigns.