Share Search Ads 360 conversion data with Google Ads

You can share Floodlight and all other conversion data, including relevant feed data, from Search Ads 360 with Google Ads to take advantage of the performance benefits of Google Ads auction-time bidding enabled through Search Ads 360 bid strategies.

Example

1. In Search Ads 360, you create a Floodlight activity named "Thank you page".
2. You enable conversion-data sharing.
3. Google Ads Smart Bidding can use the "Thank you page" conversion data as a signal at auction time. In addition, reports in both Search Ads 360 and Google Ads will include "Thank you page" conversions.

On this page

• Why share conversion data?
• How to enable conversion-data sharing and use Google Ads auction-time bidding
• Data appearance in Google Ads
• Conversion data sharing on Performance Max campaigns
• Disable conversion-data sharing and turn off Google Ads auction-time bidding

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Why share conversion data?

Sharing conversion data enables Google Ads Smart Bidding, including auction-time bidding, to use your comprehensive Floodlight and other SA360 conversion data as a signal for real-time bid optimization. This allows both SA360 and Google Ads reports to use a consistent set of conversion data.

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How to enable conversion-data sharing and use Google Ads auction-time bidding

1. Sign in to your Search Ads 360 account.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Settings.
5. Expand the "Share conversions" section, and then select the first checkbox to:
   • Share all Floodlight and other conversion data related to Google Ads with all Google Ads accounts linked to this Search Ads 360 sub-manager account.
     1. Conversion-data sharing is required if you want to use functionality like Google Ads auction-time bidding.
     2. Check the Experience hub to stay up to date on your available features, including bidding.
6. Click Turn on to confirm that you want to share conversion data.
7. Click Save.

Important: To enable Search Ads 360 bid strategies and Google Ads Smart Bidding to use Search Ads 360 conversion data, you are required to set the Floodlight and other conversions as primary actions in the Search Ads 360 platform. Learn more About primary and secondary conversion actions.

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Data appearance in Google Ads

When you enable sharing, conversion recorded by Search Ads 360 automatically appear in the following column in your linked Google Ads accounts:

• Client account conversions
• All related columns such as “Cost/cient account conv.” and “Client account conversions (by conv. time)”

When sharing is enabled, all Google Ads Search campaigns in the sub-manager account receives the shared conversions by default, unless the campaign is already managed by a Google Ads bid strategy. You cannot choose which specific campaigns in Google Ads receive the data.

Note: Only conversions that occur after your enable conversion-data sharing are shared with Google Ads. Conversions that occurred before you enabled data sharing are not shared.

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Conversion data sharing on Performance Max campaigns

The sharing process has specific rules for Performance Max campaigns.

• SA360-created Campaigns: Conversion data sharing is automatically enabled in Performance Max campaigns created within Search Ads 360.
• Google Ads-created Campaigns: If a Performance Max campaign was created directly in Google Ads, you are required to enable conversion data-sharing manually within that specific campaign if you want to share its data with Search Ads 360.

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Disable conversion-data sharing and turn off Google Ads auction-time bidding

Conversion-data sharing is required if you want to use functionality like Google Ads auction-time bidding.

1. Sign in to your Search Ads 360 account.
2. Navigate to a sub-manager account.
3. From the page menu, under “Tools and settings”, click Conversions.
4. Click Settings.
5. Click Share conversions to expand the section, and clear the first checkbox.
6. Click Turn off to confirm that you want to stop sharing conversions with the Google Ads accounts linked to the sub-manager account and stop using auction-time bidding.
7. Click Save.
8. Additional recommended step: Disable Google Ads auction-time bidding in each Search Ads 360 bid strategy or budget bid strategy.
   1. On the left navigation panel, click the Bidding & planning drop-down.
   2. Select Bid Strategies.
   3. Click the checkbox next to the name of a Target CPA or Target ROAS bid strategy that is using Google Ads auction-time bidding.
   4. Click Edit, then select Edit bid strategy settings.
   5. Clear the Use Google Ads auction-time bidding checkbox.
   6. Click Save.

1. For non-budget bid strategies, you can also follow these steps:
   1. On the left navigation panel, click the Bidding & planning drop-down.
   2. Select Bid Strategies.
   3. Click the name of a non-budget bid strategy that is using Google Ads auction-time bidding.
   4. Click Edit bid strategy.
   5. Clear the Use Google Ads auction-time bidding checkbox.
   6. Click Save.

Related links

• About using Search Ads 360 conversions for Google Ads auction-time bidding
• Turn on Google Ads auction-time bidding in a Search Ads 360 bid strategy
• About the campaign-level conversions setting