About the campaign-level conversions setting

This article describes how to manage campaign-specific conversion goals in your campaigns.

In general, it's best to use your account-default goals across all your campaigns rather than creating campaign-specific goals, since this allows your campaigns to benefit from cross-campaign learning which can improve bidding. However, there may be some situations when you want to have more granular control over which conversion goals are used for bidding and reporting in a campaign. The campaign-specific goals setting allows you to override your account-default goals for a particular campaign, and specify goals to track in your conversion reporting and use for bidding.

 If you have several conversion actions that deliver different values to your business, instead of using the campaign level conversion setting, report on all the conversion actions at the sub-manager account-level. Use target ROAS or Maximize conversion value bidding strategy with different values assigned to each action to optimize effectively without any data loss.

Wherever possible, it's recommended to use account-level goals so any changes you make at the sub-manager account level will be reflected across these campaigns. Campaigns with campaign-specific goals will not be affected by any new default goals added or edited at the sub-manager account level.

You can use standard conversion goals, custom conversion goals, or both as campaign-specific goals.

Using the goals setting with bid strategies

Bid strategies consider only conversions reported in the "Conversions" column when optimizing towards your target. Machine-learning based bidding models take time to adapt to any changes that you make to your conversion configuration. This is true both at the sub manager account level and at the campaign level. If you decide to change your conversion goals at the campaign level, you should update your targets gradually over time as the bidding models adjust to newly reported conversions data. Otherwise, you may have unwanted fluctuations in spend. 

Shop visits differ from other conversions in that bid strategies will react immediately to adding or removing the shop visits conversion goal. You should update your targets as soon as shop visits are added or removed from the "Conversions" column.

Apply campaign-specific conversion goals

1. Sign in to your Search Ads 360 experience.
2. Navigate to a client account.
3. On the "Campaigns" page, click the campaign you want to work with. 
4. In the page menu, click Settings.
5. Click Conversion goals.
6. Select the set of conversion goals you want to use. Note that not all options are available for all campaign types:
   • Search Ads 360
   • Search Ads 360 and Google Ads (Google Ads campaigns only)
   • Google Ads (Google Ads campaigns only)
7. In the drop-down list, select Use campaign-specific goals.
8. Click Save. 

You can also edit campaign-specific conversions settings in bulk from the "Campaigns" table:

1. On the "Campaigns" page, select the campaigns you want to edit.
2. Click Edit.
3. Select Change conversion settings from the drop-down menu.
4. Make your changes, and then click Preview to review.
5. Click Apply.

Related links

• About conversion goals
• Create or edit a custom goal
• About the campaign-level conversions setting
• Stop reporting Google Ads conversions with Search Ads 360 conversions