Let’s say that you’re using maximise conversion value with a target ROAS and you want to change your account-level conversion goal by moving to a new conversion goal or modifying the existing composition (by adding or removing primary conversion actions). You can use the steps in this article to make that change and manage performance.
Recommended steps
Identify the new or existing conversion goal that you want to optimise towards.
If you are adding new conversion actions to an existing goal, start by creating them. Do not mark them as primary or account-default yet. Ensure that the conversion goal is correctly set, that everything is configured and reporting values show correctly before moving to Step 2.
Change to the new conversion goal (set as account-level default) or change the composition of the conversion goal (by adding or removing primary conversion actions).
Keep using the maximise conversion value with a target ROAS bidding strategy.
- a. Mitigate performance fluctuations by adjusting ROAS targets.
- b. Gradual target changes are recommended. However, if there is a significant difference in conversion rate and volume, consider larger target changes.
Smart Bidding will adjust to the new target over the next 2–3 conversion cycles. Adjust ROAS targets and/or budgets to manage performance.
