Search Ads 360 overview

Conversion source

Used in conversion goals and Search Ads 360 bid strategies

The Floodlight, Google Analytics or formula columns that are used by a conversion goal or Search Ads 360 bid strategy to efficiently gain more conversions of the same type. Search Ads 360 bid strategies can also use Google Ads conversions to optimize conversions.

You can specify one or many conversions in a conversion goal or Search Ads 360 bid strategy. The performance history of the conversions is analyzed by algorithms to calculate and set bids, set or recommend bid adjustments, and as applicable, to autogenerate (adapt) location targets, remarketing targets, and product groups, and allocate budgets.

The conversion sources that are available for each type of conversion depend on whether your goal is to maximize conversions or revenue. That is, conversion options are the total number of non-revenue items such as the number of transactions or Google Analytics goals. Revenue options are the total amount of transactions or the monetary value attributed to Google Analytics goals.

Any of the following types of conversions can be selected to optimize bids and bid adjustments, and adapt targets or product groups to maximize conversions or revenue.

If you don't see a specific conversion (or column) when selecting a conversion source, the column's attribution model might not be supported with the feature

Conversion source options: conversion goals

Floodlight
  1. Optional. Next to Attribution model, click the arrow ▼ to select a different attribution model.

    The last click attribution model is selected by default.

  2. If available, select the Cross-environment conversions check box. 

    If Floodlight tags are the source of the conversions, select the Cross-environment conversions check box  to attribute credit for the various types customer interactions that lead to conversions. 

     

  3. Under Select the conversion type, choose one of the available options that is based on a conversions or revenue metric.

    1. Click Select transactions.

    2. Do any of the following to select tags:

      • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity folder that you want to include in the conversion goal. Select a Floodlight activity group folder to select all of the tags in the group.

      • To select all of the Floodlight tags, click Select all.

    3. Do any of the following to remove tags:

      • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

      • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

  4. Conversions KPI

    1. Select the conversion type:
      • Select actions
      • Select transactions
    2. Do any of the following to select tags:
      • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity group folder that you want to include in the goal. Select a Floodlight activity group folder to select all of the tags in the group.

      • To select all of the Floodlight tags, click Select all.

    3. Do any of the following to remove tags.

      • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

      • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

    Revenue KPI

 

Google Analytics

Conversions KPI

Under Select conversion type, choose one of the following:

  • All transactions
  • Selected conversions

    1. Do any of the following to select goals:

      • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >>  next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

      • To select all of the Google Analytics goals, click Select all.

    2. Do any of the following to remove goals:

      • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

      • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

Revenue KPI

Under Select conversion type, choose one of the following:

  • Revenue from all transactions
  • Money from selected goals

    1. Do any of the following to select goals:

      • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

      • To select all of the Google Analytics goals, click Select all.

    2. Do any of the following to remove goals:

      • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

      • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

Formula columns

 Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.

Note that you can use a formula column that sums the number of all Floodlight and Google Analytics conversions. A goal with a conversions KPI can't use a formula column that calculates revenue or number of clicks.

Floodlight activity columns

Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight column.
The list includes Floodlight activity columns that use all types of attribution models.

Google Analytics columns

Under Select conversion type, click the arrow ▼ to display the list of custom Google Analytics activity columns, and then select the custom Google Analytics activity.

 

You can't edit the conversion source in a conversion goal.

Conversion source options: bid strategies

 

Floodlight

  1. Optional. Next to Attribution model, click the arrow ▼ to select a different attribution model.

    The last click attribution model is selected by default.

    Cross-environment conversions are automatically used to give credit to the different devices that lead to conversions. Optionally clear the check box.

  2. Under Select the conversion type, choose one of the available options which is based on a conversions or revenue metric.

    Conversions KPI

    • All actions
    • All transactions
    • Selected conversions

      • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity group folder that you want to include in the goal. Select a Floodlight activity group folder to select all of the tags in the group.

      • To select all of the Floodlight tags, click Select all.

      • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

      • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

    Revenue KPI

    • All transactions
    • Selected transactions

      • Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >>  next to each Floodlight tag or Floodlight activity folder that you want to include in the conversion goal. Select a Floodlight activity group folder to select all of the tags in the group.

      • To select all of the Floodlight tags, click Select all.

      • To remove a Floodlight tag, in the Selected tags list, click the remove icon  in the row. 

      • To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.  

 

Google Analytics

Conversions KPI

Under Select conversion type, choose one of the following:

  • All goals
  • All transactions
  • Selected conversions

    • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >>  next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

    • To select all of the Google Analytics goals, click Select all.

    • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

    • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

Revenue KPI

Under Select conversion type, choose one of the following:

  • Revenue from all transactions
  • Money from all goal values
  • Money from selected goals

    • Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.

    • To select all of the Google Analytics goals, click Select all.

    • To remove a Google Analytics goal, in the Selected goals list, click the remove icon  in the row. 

    • To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.  

Google Ads conversion tracking

Under Select conversion type, click the arrow ▼ to display the list of Google Ads conversion trackers. 

Do any of the following.

  • Next to the Search icon Search, type the name of a Google Ads conversion tracker to search for the tracker. Or, in the Google Ads conversion trackers list on the left, click the move right arrows >>  next to each Google Ads tracker or folder that you want to include. Select a Google Ads folder to select all of the trackers in the group.

  • To select all of the Google Ads conversion trackers, click Select all.

  • To remove a Google Ads conversion tracker, in the Selected conversion trackers list, click the remove icon  in the row. 

  • To remove all of the selected Google Ads conversion trackers, in the Selected conversion trackers list, click Remove all.  

Formula columns

Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.

Note that you can use a formula column that sums the number of all Floodlight, Google Analytics, and Google Ads conversions. A goal with a conversions KPI can't use a formula column that calculates revenue or number of clicks.

Floodlight activity columns

Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight column.
The list includes Floodlight activity columns that use all types of attribution models.

Google Analytics columns

Under Select conversion type, click the arrow ▼ to display the list of custom Google Analytics activity columns, and then select the custom Google Analytics activity.

Google Ads conversion tracking columns

Under Select conversion type, click the arrow ▼ to display the list of custom Google Ads conversion tracking columns, and then select the custom Google Ads column.
You can edit the conversion source in a bid strategy.
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