Starting April 1, 2025, conversion alignment will be enforced between custom bidding and line item settings. This means that if an insertion order or line item uses custom bidding with rules, Display & Video 360 will ensure your conversion settings match.
You can now set up custom bidding algorithms using rules, and any line item that uses this algorithm as its bid strategy will need to track the same conversions in its settings. This ensures alignment between custom bidding and your line item settings, improving performance.
Impact on your campaigns
This change will positively impact your campaign performance, especially if you've opted into enhanced automation. Apart from the impact on performance, there will be an impact on the following:
Line item settings
- You will no longer need to assign conversions to a line item once you have a rules-based custom bidding algorithm assigned.
- Display & Video 360 will automatically apply these conversions to the line item. Once set, these settings can’t be changed. For any conversions that get set automatically, the lookback windows will be set to 90 days but they can be edited, conversions that were already tracked will continue to have the same lookback window. Conversion counting will be set to "count all conversions" if there is a mix of conversion rules. If all rules are post-click only, the conversion count will be set to "count only post-click”.
- If you change the bid strategy from custom bidding, you will be able to adjust conversion assignments.
Reporting
- This change will impact the total conversion column in your reporting.
- If a line item had different conversion settings in the “Line item settings” page and the “Custom bidding settings” page, the total conversion column will now report on all conversions used in the custom bidding algorithm.
- You can add “Floodlight activity” as a dimension in reporting to get a more granular view to find the breakdown of total conversions by floodlight conversion.
What you can do
To ensure your campaigns benefit from this update, it's recommended to ensure alignment between conversions across custom bidding and line item settings.