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 goal, only those that use the last-click attribution model are included in the list.

Maximize conversion options

Floodlight

  • Select actions: Maximizes the number of selected actions that are tracked by the Floodlight action activities on your site. You can select a single Floodlight activity, or any number of activities.
  • Select transactions: Maximizes the number of selected transactions that are tracked by the Floodlight transaction activities on your site. You can select a single Floodlight activity, or any number of activities. Note that a conversions KPI maximizes the number of transactions, not the amount of revenue or the quantity of items sold. If you want to maximize the amount of revenue, create a conversions goal with a revenue KPI.

How to select a Floodlight conversions KPI

  1. Under Select conversion type, select one of the following options:
    • Select actions
    • Select transactions
  2. 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.  

Google Analytics

  • All transactions: Maximizes the number of all ecommerce transactions on your site. Note that a conversions KPI maximizes the number of transactions, not the amount of revenue or the quantity of items sold. If you want to maximize the amount of revenue, create a conversions goal with a revenue KPI.
  • Selected conversions : Maximizes the number of conversions that are tracked by the Google Analytics goals that you select.

How to select a Google Analytics conversions KPI

  1. Under Select conversion type, choose one of the following:
    • All transactions
    • Selected conversions
  2. If you chose 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.  

Formula columns: Maximizes the number of conversions as defined by a formula column. For example, 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.

How to select a formula column

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

Floodlight activity columns: Maximizes the number of non-revenue conversions that are tracked by a selected Floodlight activity custom column.

How to select a Floodlight activity custom column

Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight activity.
Only Floodlight activity columns that use the last-click attribution model are included in the list.

Google Analytics columns: Maximizes the number of conversions or transactions that are tracked by a selected Google Analytics custom column.

How to select a Google Analytics custom column

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.

 

Maximize revenue options

Floodlight

  • Select transactions: Maximizes the revenue from sales that are tracked by all Floodlight transaction activities on your site. You can select a single Floodlight activity, or any number of activities.

How to select a Floodlight revenue KPI

  1. Under Select conversion type, click Select transactions.
  2. 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

  • Revenue from all transactions: Maximizes revenue from all ecommerce transactions on your site.
  • Money from selected goals: Maximizes revenue from specific goals that define a monetary value.

How to select a Google Analytics revenue KPI

  1. Under Select conversion type, choose one of the following:
    • Revenue from all transactions
    • Money from selected goals
  2. If you chose 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: Maximizes the revenue calculated by a formula column. For example, you can use a formula column that assigns a monetary value to a Floodlight activity that tracks newsletter signups.

How to select a formula column

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

Floodlight activity columns: Maximizes the amount of revenue that is tracked by a selected Floodlight activity custom  column.

How to select a Floodlight activity column

Under Select conversion type, click the arrow ▼ to display the list of custom Floodlight activity columns, and then select the custom Floodlight activity.
Only Floodlight activity columns that use the last-click attribution model are included in the list.

Google Analytics columns: Maximizes the amount of revenue that is tracked by a selected Google Analytics custom column.

How to select a Google Analytics custom column

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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