Set custom variable adjustments

sWhen a customer finishes their typical conversion path, the conversion event completes. However, conversion events don’t always have the same value. For example, a motorcycle insurance quote may be worth more than car or boat insurance. To handle changes in conversion value, you can create rules to adjust the conversion value in Search Ads 360.

This article explains how to create, edit and report on custom variable adjustments.

On this page

• Create and set custom variable adjustment for your campaign
• Remove custom variable adjustment for your campaign
• Custom variable adjustments reporting

Create and set custom variable adjustment for your campaign

Follow the instructions below to create and set custom variable adjustments.

1. Sign in to your Search Ads 360  account.
2. Navigate to a Google Ads client account.
3. From the left page menu, select Campaigns.
4. Select the campaign from the list, and then select Campaign settingsfrom the top right side.
5. Select the “Custom Variable Adjustment” drop down to expand it.
6. Select the plus button.
7. Select + Conversion Actionfrom “Conversion Action” card.
8. Select the conversion action you want to add.
9. (Optional) Select the "Use custom variable (Optional)" checkbox if you want to use a custom Floodlight variable.
   1. A new “Condition” card will appear. Select from the active list of “Custom Floodlight Variables”.
   2. Set the custom variable to either Equalsor Containsto target a specific value.
      • Equals: This condition is case sensitive.
      • Contains: This condition is not case sensitive.
   3. Add value to the “Value” field. Multiple values can be added by separating them using line break between values.
   4. (Optional) Select Add conditionto set up another custom variable.
10. Select the “Select Operation” list from the “Value” card under “Value adjustments”. Select Set, Add, or Multiplyfrom the list.
    1. Set: Set conversion to a specific value.
    2. Add: Add conversion value by x amount.
    3. Multiply: Multiply or Divide conversion value by x times.
11. Add value to the “Value” field.
12. Check your created custom variable adjustment in the right preview panel.
13. Select Saveand then select Saveagain.

Note: If you'd like to modify the conversion value of multiple campaigns at once, use bulk upload for custom variable adjustments. Learn How to use bulk upload for custom variable adjustments .

Remove custom variable adjustment for your campaign

Follow the instructions below to remove custom variable adjustments.

1. Sign in to your Search Ads 360  account.
2. Navigate to a Google Ads client account.
3. From the left page menu, select Campaigns.
4. Select the campaign from the list, and then select Campaign settingsfrom the top right side.
5. Or select the check box next to the specific campaign and select Set custom variable adjustment.
6. Select the “Custom Variable Adjustment” drop down to expand it.
7. Select the checkbox next to the custom variable you want to edit. You can select multiple custom variables from the list to edit.
8. Select Editfrom the toolset that appears after you’ve selected the checkbox.
9. Select Removeto remove the custom variable adjustment.
   1. The removed custom variable will disappear from the campaign’s settings and will no longer apply to the campaign.
10. Select Save.

Custom variable adjustments reporting

You may find the following columns useful to review the impact of custom variable adjustments on your campaign.

1. Sign in to your Search Ads 360  account.
2. Navigate to a Google Ads client account.
3. From the left page menu, select Campaigns.
4. Review the following columns (some may need to be added by selecting Columns iconand then locate the relevant column by selecting search option):
   1. All conv. value (original reported)
   2. Conversion value
   3. Custom variable adjustment
5. Select Apply.

Related links

• About Search Ads 360 conversion value rules
• About custom variable adjustments
• How to use bulk upload for custom variable adjustments