Move from Target CPA to Target ROAS and change conversion goal (campaign level optimization)

At the campaign level, change to a new conversion goal or modify the composition of the existing conversion goal (add or remove actions as primary).

Recommended steps

Identify the new or existing conversion goal you want to optimize towards.

1. a. If creating a new conversion goal, create a new conversion action at account or MCC level and categorize it to the new conversion goal. Don't set your conversion goal as account default yet.
2. b. If you are changing the composition of an existing conversion goal (add or remove conversion actions at account or MCC level), ensure the conversion category is the same as the existing goal. Don’t set the conversion action as primary yet.
3. c. Ensure everything is configured and reporting values correctly before moving to step #2.

Based on your selection in #1 above, change to primary in select campaigns and enable campaign level settings.

1. a. Change to the new conversion goal (set at campaign level), or
2. b. Change composition of conversion goal (add or remove conversion actions as primary in select campaigns)

Continue using Target CPA for approximately 3 conversion cycles (or 4 weeks) while Smart Bidding trains on the reported conversion values.

1. a. Mitigate performance fluctuations by adjusting CPA targets.
2. b. Gradual target changes are recommended. However, if there is a significant difference in conversion rate and volume consider larger target changes.

Switch to Target ROAS, using the previous 4 week historical ROAS (excluding conversion delay) to determine your target.

Move campaigns in batches. Start with low conversion volume campaigns and scale up over time.

After moving over all campaigns, change the conversion action to the account default and slowly move from campaign level bidding to account level bidding.

Smart Bidding will adjust to the new target over the next 2-3 conversion cycles. Adjust ROAS targets and/or budgets to manage performance.