Conversion goal

A conversion goal, or goal, is a reporting column that sets the reporting metric such as CPA or ROAS,  and identifies the performance history that Search Ads 360 analyzes to maximize and adapt targets, set or recommend bid adjustments, and spend a targeted amount in certain features of Search Ads 360.

The columns that serve as conversion goals can report either Floodlight conversions (Floodlight Actions and Transactions), and Google Analytics (GA goal completions and GA goal value) or revenue (Floodlight Revenue, GA transactions, and GA revenue) metrics. Formula columns can also be used in conversion goals. Any attribution model can be applied to the Floodlight columns. Google Analytics columns use only the last-click attribution model.

Custom columns that use other metrics for reporting, such as Action quantity, Transaction quantity, ERS and ROAS, can't be used as conversion goals.

If a column is used as a conversion goal, it can't be edited, but you can view the settings. That is, you can't make changes to a conversion goal. 

Supported features

Conversion goals are available in the following Search Ads 360 features:

• Google Ads and Microsoft Advertising campaign settings

  In Google Ads campaigns, a goal can be used to set or recommend selected bid adjustments and adapt location targets and products groups. and remarketing targets.
  In Microsoft Advertising campaigns, the goal can be used to set or recommend selected bid adjustments and adapt product groups.

  You can apply a conversion goal to manual campaigns and shopping campaigns only if the advertiser's currency and the engine account's currency match.

  Learn more about how to:

  • Create and apply a conversion goal to a campaign

  • Use an existing goal in a campaign

• Bid strategy opportunities

  The goal is used to identify Google Ads and Microsoft Advertising campaigns that would benefit from being managed by a Search Ads 360 bid strategy. In a bid strategy opportunity, a conversion goal is used to recommend a Search Ads 360 return-on-investment bid strategy and identify a group of campaigns that would benefit from being managed by a bid strategy. Search Ads 360 analyzes the performance history of campaigns and sets a target CPA, ROAS, or ERS that a Search Ads 360 bid strategy could achieve more efficiently.

  Learn more about how to:

  • Create a new conversion goal for a bid strategy opportunity

  • Use an existing goal in a bid strategy opportunity

• Budget management

  To help you manage your budgets, you can identify a goal in a budget plan to see how an amount might be allocated  in a specific time period and to optimize spend.  

  Learn more about how to:

  • Set a goal in a budget plan

  • Use a conversion goal to optimize spend