Search Ads 360 bid strategies and some bid-strategy related components such as data-sharing, will be available only after your account has been migrated to the new Search Ads 360. Learn more about how to upgrade your bid strategies to the new Search Ads 360.
Check the Experience hub to stay up to date on your available features, including bidding.
The "Conversions" column shows you the number of conversions you've received, across selected conversion actions. You can use this column to view how often your ads led customers to actions that you defined as valuable for your business.
You can customize how the data in your "Conversions" column is tracked:
- If you’re tracking a conversion action but don’t want to include its data in the column, mark the conversion action as "Secondary."
- The "Attribution model" setting: For Floodlight and Google Analytics conversion actions, you can choose how much credit each of a customer's clicks gets for each conversion.
- The "Conversion counting" setting: You can choose to count every conversion after an interaction, or only one conversion after an interaction.
For each Floodlight conversion action that you set up, you can decide to include its conversions in your "Conversions" reporting column. This allows you to choose to include certain kinds of conversions and not include others.
Regardless of whether you mark a conversion action as Primary or Secondary (default), data for all of your conversion actions is included in your "All Conversions" column.
The "Conversions" column is included in reports by default.
What happened to my default conversion goal in the new Search Ads 360?
The conversions that comprise your default conversion goal in the previous Search Ads 360 have been added to the “Conversions” column in the new Search Ads 360. That is, these conversions are set as Primary.
In the previous Search Ads 360, the default conversion goal is specified in “Advertiser” settings and is used as the default conversion source in Search Ads 360 bid strategies.
Note that the conversion sources for bid strategies that don’t use the default conversion goal were converted into custom goals in the new Search Ads 360. These custom goals are then applied to specific campaigns in the new Search Ads 360. Learn more about the campaign-level conversions setting.
Besides the main “Conversions” column, there are several related columns that use your conversions data to give you more information. These columns report conversions based on the date your ad was clicked.
The "Conversions" columns include:
- Cost per conversion (“Cost / conv.”) tells you how much, on average, each of your conversions cost. It’s calculated by dividing your total cost by the number in your “Conversions” column. This calculation only applies to verifiable conversions, so any clicks that cannot be verified are removed from the calculation.
- Conversion rate (“Conv. rate”) tells you how often, on average, an ad click or other ad interaction leads to a conversion. It’s calculated by dividing “Conversions” by the total eligible interactions (like ad clicks or video ad views.)
- Total conversion value (“Total conv. value”) is the sum of conversion values for your “Conversions.” You have to enter a value for your conversion actions to make this metric useful.
- Conversion value per cost (“Conv. value / cost”) estimates your return on investment. It’s calculated by dividing your total conversion value by the total cost of all ad interactions.
- Conversion value per click (“Conv. value / click”) is your total conversion value divided by the number of eligible clicks.
- Value per conversion (“Value / conv.”) tells you approximately how much, on average, each of your conversions is worth. It’s calculated by dividing your total conversion value by the number in your “Conversions” column. This metric is useful if each of your conversions has a different value.
Report conversions based on the date the conversion is completed
Conversions (by conv. time) columns report conversions based on the date the conversion occurred. This means that if your ad was clicked on last week and that traffic converted this week, the “Conversions (by conv. time)” column reports a conversion for this week.
- Conversions based on the conversion day ("Conversions (by conv. time)") tells you the total number of conversions that occurred based on the date the conversion is completed.
- Conversions value based on the conversion day ("Conv. value (by conv. time)") tells you the value of conversions that occurred based on the day the conversion is completed.
- Conversion value per conversion based on the conversion day ("Value/conv. (by conv. time)") tells you the value per conversion based on the day the conversion is completed.