For each conversion goal, you can decide whether or not to include it by default across all of the campaigns in your account. If you enable the 'account default' setting for a conversion goal that means the primary conversion actions within that goal will be tracked as conversions in your reporting and used for bidding across all your campaigns (except those where you’ve set up campaign-specific goals).
In this article, we’ll go over what account-default goals are and why you might use them. Learn more about managing conversion goals.
Benefits
You can use the 'account default' setting to do the following:
- Fine-tune your 'Conversions' column to only view data for the conversion actions that matter most to you.
- Tell Google Ads which conversions to optimise for in an automated bid strategy.
- Adjust your 'Conversions' column to better inform your manual bidding.
How account default goals work
The 'account default' setting lets you choose whether or not to include the conversion action data related to your conversion goal in your conversions reporting by default across your campaigns. Google uses the data included in your conversions reporting to optimise your bids when you use an automated bidding strategy, like target cost per action (CPA) or enhanced cost per click (CPC). Choosing not to include a conversion action means your automated bid strategies won’t bid for these particular conversions. This can be useful if you want to bid for certain kinds of conversions but not others.
Example
You own an online clothing shop, and you have two conversion goals: 'Add to basket' which includes one conversion action to track each time a customer puts something in their shopping basket and 'Purchases' which includes two conversion actions; one to track clothing purchases and another to track styling services purchases.
You want to optimise your bidding for the purchase conversion goal and view these conversions in your reporting. You don’t want to bid for the add to basket conversion action, and you don’t need this data in your reporting.
You tick 'use as an account goal' for your purchase conversion goal, and untick the setting for the add to basket goal. Now, your automated bid strategy will only optimise your campaign towards your purchase goal, and your reporting will only show purchase conversions. However, data for the shopping basket goal is still included in your 'All conversions' column.
If you don’t use automated bid strategies to optimise for conversions, this setting won’t automatically affect your bidding. However, you can also use the setting to adjust the 'Conversions' column to better inform your manual bidding.
The default setting for most conversion actions is to include data in the 'Conversions' column.
Note: For App campaigns, you always set the conversion actions you’d like to use for bidding and reporting at the campaign level and account-default goals aren’t applicable.
This improved experience allows your customers to more easily complete their intended action, whether purchasing, signing up or adding items to their basket. Plus, from within the Web to App Connect interface, you can track these in-app conversion actions and get recommendations on how to improve your campaign.
To get started with Web to App Connect, follow the three steps below:
- In your Google Ads account, click the Tools icon
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- Click the Planning drop-down in the section menu.
- Click App advertising hub. This will take you to the Web to App Connect interface.
.Learn more about converting better with the Web to App Connect interface.
Instructions
- In your Google Ads account, click the Goals icon
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- Click the Conversions drop-down in the section menu.
- Click Summary.
- Go to the conversion goal that you want to edit.
- Click Edit goal.
- Select 'Use as an account goal'.
- Choose which conversion actions to set as primary or secondary actions.
- Click Save changes.
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