How to create a goal or use an existing goal in a budget plan

A conversion goal defines the metric, conversions or revenue, and the conversions (Floodlight tags, Google Analytics, formula column) that you want to be evaluated when Search Ads 360 generates budget performance (volume and efficiency) estimates.

1. Start creating a budget plan.

2. Do one of the following to specify a goal for the plan:

   • Select an existing conversion goal
     1. In the budget plan editor, next to "Conversion goal", click the arrow   to display the list.
     2. Optional. Click the more icon   to view the column settings.
     3. Select a goal.
   • Create a new conversion goal (see the steps later in this article)
3. Click Continue.

Once you save a plan, you can't select a different conversion goal. Instead, you can create a new plan.

Create a new goal in a budget plan

1. Start creating a budget plan.

2. In the budget plan editor, next to "Conversion goal", click the arrow   to display the list.

3. Click Create new conversion goal.
4. Complete the steps to select an existing column as a goal or create a new column for the goal.

Use an existing column as a goal

1. In the "New conversion goal" window, click Select a column.

2. Under "Column", click the arrow ▼, and then select a column. 

   The available columns can use any attribution model.

3. If the column's metric is "Conversions", the performance (volume and efficiency) metrics are reported in conversions and CPA (cost per action).
   If the column's metric is "Revenue", the performance metrics are reported in revenue and either ERS (effective revenue share) or ROAS (return on advertising spend).
   Search Ads 360 uses the column's conversion history to estimate performance.

4. Click Save. 

   On save, the goal is applied to the budget plan.

Add a new column to use as a goal

1. In the "New conversion goal" window, click Create a column.
2. Enter a name for the column. 
   The name of the column is also the name of the conversion goal.
3. Select Conversions or Revenue.
4. If you select "Conversions", Search Ads 360 will use CPA (cost per action) to track your goal.
   If you select "Revenue", choose either ERS (effective revenue share) or ROAS (return on advertising spend). 
5. Under "Conversion source", click the arrow ▼ to select the type of conversion.
6. Select an attribution model and select the Cross-environment conversions checkbox.
    

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

7. If available (for example, for Floodlight or Google Analytics conversion sources), select the tags that you want.
8. Click Save.

 

Next steps

• Set the budget in the plan.