Floodlight, Google Analytics or formula columns are used by a conversion goal or Search Ads 360 bid strategy to efficiently gain more conversions of the same type. Search Ads 360 bid strategies can also use Google Ads conversions to maximize conversions.
You can specify one or many conversions in a conversion goal or Search Ads 360 bid strategy. The performance history of the conversions is analyzed to set bids, set or recommend bid adjustments, and as applicable, to autogenerate (adapt) location targets, remarketing targets, and product groups, and allocate budgets.
The conversion sources that are available for each type of conversion depend on whether your goal is to maximize conversions or revenue. That is, conversion options are the total number of non-revenue items such as the number of transactions or Google Analytics goals. Revenue options are the total amount of transactions or the monetary value attributed to Google Analytics goals.
In a conversion goal, any of the following types of conversions can be selected to optimize bid adjustments, and adapt targets or product groups to maximize conversions or revenue. In a budget plan, the conversion source is also used to set bids and budgets.
In a bid strategy, any of the following types of conversions can be selected to optimize bids and bid adjustments, and adapt targets or product groups to maximize conversions or revenue.
Conversion source options: conversion goals
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Optional. Next to Attribution model, click the arrow ▼ to select a different attribution model.
The last click attribution model is selected by default.
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If available, select the Cross-environment conversions check box.
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.
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Under Select the conversion type, choose one of the available options that is based on a conversions or revenue metric.
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- Select the conversion type:
- Select actions
- Select transactions
- Do any of the following to select tags:
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Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >> next to each Floodlight tag or Floodlight activity group folder that you want to include in the goal. Select a Floodlight activity group folder to select all of the tags in the group.
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To select all of the Floodlight tags, click Select all.
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Do any of the following to remove tags.
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To remove a Floodlight tag, in the Selected tags list, click the remove icon
in the row.
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To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.
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- Select the conversion type:
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Click Select transactions.
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Do any of the following to select tags:
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Type the name of a Floodlight tag to search for the tag, or in the Floodlight tags list on the left, click the move right arrows >> next to each Floodlight tag or Floodlight activity folder that you want to include in the conversion goal. Select a Floodlight activity group folder to select all of the tags in the group.
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To select all of the Floodlight tags, click Select all.
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Do any of the following to remove tags:
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To remove a Floodlight tag, in the Selected tags list, click the remove icon
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To remove all of the selected Floodlight tags, in the Selected tags list, click Remove all.
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Google Analytics
Conversions KPI
Under Select conversion type, choose one of the following:
- All transactions
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Selected conversions
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Do any of the following to select goals:
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Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.
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To select all of the Google Analytics goals, click Select all.
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Do any of the following to remove goals:
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To remove a Google Analytics goal, in the Selected goals list, click the remove icon
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To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.
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Revenue KPI
Under Select conversion type, choose one of the following:
- Revenue from all transactions
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Money from selected goals
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Do any of the following to select goals:
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Type the name of a Google Analytics goal to search for the goal, or in the Google Analytics goals list on the left, click the move right arrows >> next to each Google Analytics goal or Google Analytics folder that you want to include. Select a Google Analytics folder to select all of the goals in the group.
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To select all of the Google Analytics goals, click Select all.
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Do any of the following to remove goals:
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To remove a Google Analytics goal, in the Selected goals list, click the remove icon
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To remove all of the selected Google Analytics goals, in the Selected goals list, click Remove all.
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Formula columns
Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.
Note that you can use a formula column that sums the number of all Floodlight and Google Analytics conversions. A goal with a conversions KPI can't use a formula column that calculates revenue or number of clicks. A goal with a revenue KPI can't use a formula column that calculates the number of conversions.
A conversion goal's formula column can't include Google Ads conversions.
Floodlight activity columns
Google Analytics columns
Conversion source options: bid strategies
Formula columns
Under Select conversion type, click the arrow ▼ to display the list of formula columns, and then select the formula.
Note that you can use a formula column that sums the number of all Floodlight, Google Analytics, and Google Ads conversions. A goal with a conversions KPI can't use a formula column that calculates revenue or number of clicks.
Floodlight activity columns
Google Ads conversion tracking columns
Google Analytics columns
Under Select conversion type, click the arrow ▼ to display the list of custom Google Analytics columns, and then select a Google Analytics column that uses last-click attribution.