About the campaign-level conversions setting

Conversion goals are only available to customers who have migrated to the new Search Ads 360 experience. Check the experience hub to stay up to date on your available features, including conversion goals.

This article describes how to manage campaign-specific conversion goals in your campaigns.

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 benefit from cross-campaign learning, which can improve bidding. However, 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. The campaign-specific goals setting allows you to override your account-default goals for a particular campaign and specify goals to track in your conversion reporting and use for bidding.

You sell shoes on your website and have 2 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.

 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 sub-manager account level. Use target ROAS or the maximise conversion value bidding strategy with different values assigned to each action to optimise effectively without any data loss.

Wherever possible, it's recommended to use account-level goals so any changes you make at the sub-manager account level will be reflected across these campaigns. Campaigns with campaign-specific goals will not be affected by any new default goals added or edited at the sub-manager account level.

You can use standard conversion goals, custom conversion goals or both as campaign-specific goals.

Using the goals setting with bid strategies

Bid strategies consider only conversions reported in the 'Conversions' column when optimising towards your target. Machine learning-based bidding models take time to adapt to any changes that you make to your conversion configuration. This is true at both the sub-manager account level and campaign level. If you decide to change your conversion goals at the campaign level, 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. 

Shop visits differ from other conversions in that bid strategies 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.

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 sign-ups (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 sign-ups 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 spending roughly stable.

Apply campaign-specific conversion goals

1. Sign in to your new Search Ads 360.
2. Navigate to a client account.
3. On the 'Campaigns' page, click the campaign that you want to work with. 
4. In the page menu, click Settings.
5. Click Conversion goals.
6. Select the set of conversion goals that you want to use. Note that not all options are available for all campaign types:
   • Search Ads 360
   • Search Ads 360 and Google Ads (Google Ads campaigns only)
   • Google Ads (Google Ads campaigns only)
7. In the drop-down list, select Use campaign-specific goals.
8. Click Save. 

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

1. On the 'Campaigns' page, select the campaigns that you want to edit.
2. Click Edit.
3. Select Change conversion settings from the drop-down menu.
4. Make your changes and then click Preview to review.
5. Click Apply.

Related links

• About conversion goals
• Create or edit a custom goal
• About the campaign-level conversions setting
• Stop reporting Google Ads conversions with Search Ads 360 conversions