Search Ads 360 overview

Conversion source

Used in conversion goals and Search Ads 360 bid strategies

The Floodlight, Google Analytics, Floodlight activity,  Google Analytics activity, 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.

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. For example, in budget plans, if a Floodlight activity column is selected in a goal, only those that use the last-click attribution model are included in the list.

Conversion source options

Floodlight

Conversions KPI

Under Select conversion type, select one of the following options:

  • 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

Under Select conversion type, click one of the following:

  • 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 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.  

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 conversion goal with a conversions KPI can't maximize 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.
Only Floodlight activity columns that use the last-click attribution model are included in the list.

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.

 

 

Conversion goals can't be edited. You can only create or remove conversion goals.
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