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Campaign-level Conversion Goals

AI-generated Key Takeaways

Conversion goals in Performance Max guide Google's algorithms for ad serving and budget allocation based on your bidding strategy.
By default, Performance Max campaigns use all customer-level conversion goals unless you explicitly apply a subset.
To set campaign conversion goals, you retrieve customer conversion goals, create campaign conversion goals with desired biddability settings, and then update them with a mutate request.
Setting the biddable field to TRUE for a specific category and origin applies that goal to the campaign, while setting it to FALSE excludes it.

In Performance Max, conversion goals help guide Google's algorithms to optimize ad serving and budget allocation that align with your selected campaign bidding strategy . You can explicitly apply a subset of your customer goals to a Performance Max campaign. If you don't explicitly set conversion goals for a campaign, it defaults to using all customer-level conversion goals.

Follow these steps to set campaign conversion goals for a Performance Max campaign:

Retrieve all CustomerConversionGoals .

  SELECT 
  
 customer_conversion_goal 
 . 
 category 
 , 
  
 customer_conversion_goal 
 . 
 origin 
 FROM 
  
 customer_conversion_goal

Create a copy of each CustomerConversionGoal as a CampaignConversionGoal object. If you want to apply a goal to your Performance Max campaign, as determined by the unique combination of category and origin , set the biddable field to TRUE . Otherwise, set biddable to FALSE . The biddable field specifies whether the CampaignConversionGoal should be used.

Issue a mutate request to update all CampaignConversionGoals with the updated biddable field values.

Java

 /** Retrieves the list of customer conversion goals. */ 
 private 
  
 static 
  
 List<CustomerConversionGoal> 
  
 getCustomerConversionGoals 
 ( 
  
 GoogleAdsClient 
  
 googleAdsClient 
 , 
  
 long 
  
 customerId 
 ) 
  
 { 
  
 String 
  
 query 
  
 = 
  
 "SELECT customer_conversion_goal.category, customer_conversion_goal.origin " 
  
 + 
  
 "FROM customer_conversion_goal" 
 ; 
  
 List<CustomerConversionGoal> 
  
 customerConversionGoals 
  
 = 
  
 new 
  
 ArrayList 
<> (); 
  
 try 
  
 ( 
 GoogleAdsServiceClient 
  
 googleAdsServiceClient 
  
 = 
  
 googleAdsClient 
 . 
 getLatestVersion 
 (). 
 createGoogleAdsServiceClient 
 ()) 
  
 { 
  
 // The number of conversion goals is typically less than 50, so we use 
  
 // GoogleAdsService.search instead of search_stream. 
  
 SearchPagedResponse 
  
 response 
  
 = 
  
 googleAdsServiceClient 
 . 
 search 
 ( 
 Long 
 . 
 toString 
 ( 
 customerId 
 ), 
  
 query 
 ); 
  
 for 
  
 ( 
 GoogleAdsRow 
  
 googleAdsRow 
  
 : 
  
 response 
 . 
 iterateAll 
 ()) 
  
 { 
  
 customerConversionGoals 
 . 
 add 
 ( 
 googleAdsRow 
 . 
 getCustomerConversionGoal 
 ()); 
  
 } 
  
 } 
  
 return 
  
 customerConversionGoals 
 ; 
 } 
 /** Creates a list of MutateOperations that override customer conversion goals. */ 
 private 
  
 static 
  
 List<MutateOperation> 
  
 createConversionGoalOperations 
 ( 
  
 long 
  
 customerId 
 , 
  
 List<CustomerConversionGoal> 
  
 customerConversionGoals 
 ) 
  
 { 
  
 List<MutateOperation> 
  
 mutateOperations 
  
 = 
  
 new 
  
 ArrayList 
<> (); 
  
 // To override the customer conversion goals, we will change the 
  
 // biddability of each of the customer conversion goals so that only 
  
 // the desired conversion goal is biddable in this campaign. 
  
 for 
  
 ( 
 CustomerConversionGoal 
  
 customerConversionGoal 
  
 : 
  
 customerConversionGoals 
 ) 
  
 { 
  
 ConversionActionCategory 
  
 category 
  
 = 
  
 customerConversionGoal 
 . 
 getCategory 
 (); 
  
 ConversionOrigin 
  
 origin 
  
 = 
  
 customerConversionGoal 
 . 
 getOrigin 
 (); 
  
 String 
  
 campaignConversionGoalResourceName 
  
 = 
  
 ResourceNames 
 . 
 campaignConversionGoal 
 ( 
  
 customerId 
 , 
  
 PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID 
 , 
  
 category 
 , 
  
 origin 
 ); 
  
 CampaignConversionGoal 
 . 
 Builder 
  
 campaignConversionGoalBuilder 
  
 = 
  
 CampaignConversionGoal 
 . 
 newBuilder 
 (). 
 setResourceName 
 ( 
 campaignConversionGoalResourceName 
 ); 
  
 // Change the biddability for the campaign conversion goal. 
  
 // Set biddability to True for the desired (category, origin). 
  
 // Set biddability to False for all other conversion goals. 
  
 // Note: 
  
 //  1- It is assumed that this Conversion Action 
  
 //     (category=PURCHASE, origin=WEBSITE) exists in this account. 
  
 //  2- More than one goal can be biddable if desired. This example 
  
 //     shows only one. 
  
 if 
  
 ( 
 category 
  
 == 
  
 ConversionActionCategory 
 . 
 PURCHASE 
 && 
 origin 
  
 == 
  
 ConversionOrigin 
 . 
 WEBSITE 
 ) 
  
 { 
  
 campaignConversionGoalBuilder 
 . 
 setBiddable 
 ( 
 true 
 ); 
  
 } 
  
 else 
  
 { 
  
 campaignConversionGoalBuilder 
 . 
 setBiddable 
 ( 
 false 
 ); 
  
 } 
  
 CampaignConversionGoal 
  
 campaignConversionGoal 
  
 = 
  
 campaignConversionGoalBuilder 
 . 
 build 
 (); 
  
 CampaignConversionGoalOperation 
  
 campaignConversionGoalOperation 
  
 = 
  
 CampaignConversionGoalOperation 
 . 
 newBuilder 
 () 
  
 . 
 setUpdate 
 ( 
 campaignConversionGoal 
 ) 
  
 . 
 setUpdateMask 
 ( 
 FieldMasks 
 . 
 allSetFieldsOf 
 ( 
 campaignConversionGoal 
 )) 
  
 . 
 build 
 (); 
  
 mutateOperations 
 . 
 add 
 ( 
  
 MutateOperation 
 . 
 newBuilder 
 () 
  
 . 
 setCampaignConversionGoalOperation 
 ( 
 campaignConversionGoalOperation 
 ) 
  
 . 
 build 
 ()); 
  
 } 
  
 return 
  
 mutateOperations 
 ; 
 } 
   AddPerformanceMaxRetailCampaign 
 . 
 java

C#

 /// <summary> 
 /// Creates a MutateOperation that links an asset to an asset group. 
 /// </summary> 
 /// <param name="fieldType">The field type of the asset to be linked.</param> 
 /// <param name="linkedEntityResourceName">The resource name of the entity (asset group or 
 /// campaign) to link the asset to.</param> 
 /// <param name="assetResourceName">The resource name of the text asset to be 
 /// linked.</param> 
 /// <param name="brandGuidelinesEnabled">Whether or not to enable brand guidelines.</param> 
 /// <returns>A MutateOperation that links an asset to an asset group.</returns> 
 private 
  
 MutateOperation 
  
 CreateLinkAssetOperation 
 ( 
  
 AssetFieldType 
  
 fieldType 
 , 
  
 string 
  
 linkedEntityResourceName 
 , 
  
 string 
  
 assetResourceName 
 , 
  
 bool 
  
 brandGuidelinesEnabled 
  
 = 
  
 false 
 ) 
 { 
  
 if 
  
 ( 
 brandGuidelinesEnabled 
 ) 
  
 { 
  
 return 
  
 new 
  
 MutateOperation 
 () 
  
 { 
  
 CampaignAssetOperation 
  
 = 
  
 new 
  
 CampaignAssetOperation 
 () 
  
 { 
  
 Create 
  
 = 
  
 new 
  
 CampaignAsset 
 () 
  
 { 
  
 FieldType 
  
 = 
  
 fieldType 
 , 
  
 Campaign 
  
 = 
  
 linkedEntityResourceName 
 , 
  
 Asset 
  
 = 
  
 assetResourceName 
  
 } 
  
 } 
  
 }; 
  
 } 
  
 else 
  
 { 
  
 return 
  
 new 
  
 MutateOperation 
 () 
  
 { 
  
 AssetGroupAssetOperation 
  
 = 
  
 new 
  
 AssetGroupAssetOperation 
 () 
  
 { 
  
 Create 
  
 = 
  
 new 
  
 AssetGroupAsset 
 () 
  
 { 
  
 FieldType 
  
 = 
  
 fieldType 
 , 
  
 AssetGroup 
  
 = 
  
 linkedEntityResourceName 
 , 
  
 Asset 
  
 = 
  
 assetResourceName 
  
 } 
  
 } 
  
 }; 
  
 } 
 } 
   AddPerformanceMaxRetailCampaign 
 . 
 cs

PHP

 private static function getCustomerConversionGoals( 
 GoogleAdsClient $googleAdsClient, 
 int $customerId 
 ): array { 
 $customerConversionGoals = []; 
 $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient(); 
 // Creates a query that retrieves all customer conversion goals. 
 $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' . 
 'FROM customer_conversion_goal'; 
 // The number of conversion goals is typically less than 50 so we use a search request 
 // instead of search stream. 
 $response = 
 $googleAdsServiceClient->search(SearchGoogleAdsRequest::build($customerId, $query)); 
 // Iterates over all rows in all pages and builds the list of conversion goals. 
 foreach ($response->iterateAllElements() as $googleAdsRow) { 
 /** @var GoogleAdsRow $googleAdsRow */ 
 $customerConversionGoals[] = [ 
 'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(), 
 'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin() 
 ]; 
 } 
 return $customerConversionGoals; 
 } 
 /** 
 * Creates a list of MutateOperations that override customer conversion goals. 
 * 
 * @param int $customerId the customer ID 
 * @param array $customerConversionGoals the list of customer conversion goals that will be 
 *      overridden 
 * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals 
 */ 
 private static function createConversionGoalOperations( 
 int $customerId, 
 array $customerConversionGoals 
 ): array { 
 $operations = []; 
 // To override the customer conversion goals, we will change the biddability of each of the 
 // customer conversion goals so that only the desired conversion goal is biddable in this 
 // campaign. 
 foreach ($customerConversionGoals as $customerConversionGoal) { 
 $campaignConversionGoal = new CampaignConversionGoal([ 
 'resource_name' => ResourceNames::forCampaignConversionGoal( 
 $customerId, 
 self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, 
 ConversionActionCategory::name($customerConversionGoal['category']), 
 ConversionOrigin::name($customerConversionGoal['origin']) 
 ) 
 ]); 
 // Changes the biddability for the campaign conversion goal. 
 // Sets biddability to true for the desired (category, origin). 
 // Sets biddability to false for all other conversion goals. 
 // Note: 
 //  1- It is assumed that this Conversion Action 
 //     (category=PURCHASE, origin=WEBSITE) exists in this account. 
 //  2- More than one goal can be biddable if desired. This example 
 //     shows only one. 
 if ( 
 $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE 
 && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE 
 ) { 
 $campaignConversionGoal->setBiddable(true); 
 } else { 
 $campaignConversionGoal->setBiddable(false); 
 } 
 $operations[] = new MutateOperation([ 
 'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation([ 
 'update' => $campaignConversionGoal, 
 // Sets the update mask on the operation. Here the update mask will be a list 
 // of all the fields that were set on the update object. 
 'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal) 
 ]) 
 ]); 
 } 
 return $operations; 
 }  AddPerformanceMaxRetailCampaign.php

def get_customer_conversion_goals ( client : GoogleAdsClient , customer_id : str ) - > List [ Dict [ str , Union [ ConversionActionCategoryEnum . ConversionActionCategory , ConversionOriginEnum . ConversionOrigin , ], ] ]: """Retrieves the list of customer conversion goals. Args: client: an initialized GoogleAdsClient instance. customer_id: a client customer ID. Returns: a list of dicts containing the category and origin of customer conversion goals. """ ga_service : GoogleAdsServiceClient = client . get_service ( "GoogleAdsService" ) customer_conversion_goals : List [ Dict [ str , Union [ ConversionActionCategoryEnum . ConversionActionCategory , ConversionOriginEnum . ConversionOrigin , ], ] ] = [] query : str = """ SELECT customer_conversion_goal.category, customer_conversion_goal.origin FROM customer_conversion_goal """ # The number of conversion goals is typically less than 50 so we use # GoogleAdsService.search instead of search_stream. search_request : SearchGoogleAdsRequest = client . get_type ( "SearchGoogleAdsRequest" ) search_request . customer_id = customer_id search_request . query = query results : SearchGoogleAdsResponse = ga_service . search ( request = search_request ) # Iterate over the results and build the list of conversion goals. for row in results : customer_conversion_goals . append ( { "category" : row . customer_conversion_goal . category , "origin" : row . customer_conversion_goal . origin , } ) return customer_conversion_goals def create_conversion_goal_operations ( client : GoogleAdsClient , customer_id : str , customer_conversion_goals : List [ Dict [ str , Union [ ConversionActionCategoryEnum . ConversionActionCategory , ConversionOriginEnum . ConversionOrigin , ], ] ], ) - > List [ MutateOperation ]: """Creates a list of MutateOperations that override customer conversion goals. Args: client: an initialized GoogleAdsClient instance. customer_id: a client customer ID. customer_conversion_goals: the list of customer conversion goals that will be overridden. Returns: MutateOperations that update campaign conversion goals. """ campaign_conversion_goal_service : CampaignConversionGoalServiceClient = ( client . get_service ( "CampaignConversionGoalService" ) ) operations : List [ MutateOperation ] = [] # To override the customer conversion goals, we will change the # biddability of each of the customer conversion goals so that only # the desired conversion goal is biddable in this campaign. for customer_goal_dict in customer_conversion_goals : mutate_operation : MutateOperation = client . get_type ( "MutateOperation" ) campaign_conversion_goal : CampaignConversionGoal = ( mutate_operation . campaign_conversion_goal_operation . update ) category_enum_value : ( ConversionActionCategoryEnum . ConversionActionCategory ) = customer_goal_dict [ "category" ] origin_enum_value : ConversionOriginEnum . ConversionOrigin = ( customer_goal_dict [ "origin" ] ) campaign_conversion_goal . resource_name = ( campaign_conversion_goal_service . campaign_conversion_goal_path ( customer_id , _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID , category_enum_value . name , origin_enum_value . name , ) ) # Change the biddability for the campaign conversion goal. # Set biddability to True for the desired (category, origin). # Set biddability to False for all other conversion goals. # Note: # 1- It is assumed that this Conversion Action # (category=PURCHASE, origin=WEBSITE) exists in this account. # 2- More than one goal can be biddable if desired. This example # shows only one. if ( category_enum_value == client . enums . ConversionActionCategoryEnum . PURCHASE and origin_enum_value == client . enums . ConversionOriginEnum . WEBSITE ): biddable = True else : biddable = False campaign_conversion_goal . biddable = biddable field_mask = protobuf_helpers . field_mask ( None , campaign_conversion_goal . _pb ) client . copy_from ( mutate_operation . campaign_conversion_goal_operation . update_mask , field_mask , ) operations . append ( mutate_operation ) return operations

add_performance_max_retail_campaign

. py

def _get_customer_conversion_goals ( client , customer_id ) query = << ~ EOD SELECT customer_conversion_goal . category , customer_conversion_goal . origin FROM customer_conversion_goal EOD customer_conversion_goals = [] ga_service = client . service . google_ads # The number of conversion goals is typically less than 50 so we use # GoogleAdsService.search instead of search_stream. response = ga_service . search ( customer_id : customer_id , query : query , ) # Iterate over the results and build the list of conversion goals. response . each do | row | customer_conversion_goals << { "category" = > row . customer_conversion_goal . category , "origin" = > row . customer_conversion_goal . origin } end customer_conversion_goals end def create_conversion_goal_operations ( client , customer_id , customer_conversion_goals ) campaign_conversion_goal_service = client . service . campaign_conversion_goal operations = [] # To override the customer conversion goals, we will change the # biddability of each of the customer conversion goals so that only # the desired conversion goal is biddable in this campaign. customer_conversion_goals . each do | customer_conversion_goal | operations << client . operation . mutate do | m | m . campaign_conversion_goal_operation = client . operation . campaign_conversion_goal do | op | op . update = client . resource . campaign_conversion_goal do | ccg | ccg . resource_name = client . path . campaign_conversion_goal ( customer_id , PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID , customer_conversion_goal [ "category" ]. to_s , customer_conversion_goal [ "origin" ]. to_s ) # Change the biddability for the campaign conversion goal. # Set biddability to True for the desired (category, origin). # Set biddability to False for all other conversion goals. # Note: # 1- It is assumed that this Conversion Action # (category=PURCHASE, origin=WEBSITE) exists in this account. # 2- More than one goal can be biddable if desired. This example # shows only one. ccg . biddable = ( customer_conversion_goal [ "category" ] == :PURCHASE && customer_conversion_goal [ "origin" ] == :WEBSITE ) end op . update_mask = Google :: Ads :: GoogleAds :: FieldMaskUtil . all_set_fields_of ( op . update ) end end end operations end

add_performance_max_retail_campaign

. rb

sub get_customer_conversion_goals { my ( $api_client , $customer_id ) = @_ ; my $customer_conversion_goals = [] ; # Create a query that retrieves all customer conversion goals. my $query = "SELECT customer_conversion_goal.category, customer_conversion_goal.origin " . "FROM customer_conversion_goal" ; # The number of conversion goals is typically less than 50 so we use # GoogleAdsService->search() method instead of search_stream(). my $search_response = $api_client - > GoogleAdsService () - > search ({ customerId = > $customer_id , query = > $query }); # Iterate over the results and build the list of conversion goals. foreach my $google_ads_row ( @ { $search_response - > { results }}) { push @$customer_conversion_goals , { category = > $google_ads_row - > { customerConversionGoal }{ category }, origin = > $google_ads_row - > { customerConversionGoal }{ origin }}; } return $customer_conversion_goals ; } # Creates a list of MutateOperations that override customer conversion goals. sub create_conversion_goal_operations { my ( $customer_id , $customer_conversion_goals ) = @_ ; my $operations = [] ; # To override the customer conversion goals, we will change the biddability of # each of the customer conversion goals so that only the desired conversion goal # is biddable in this campaign. foreach my $customer_conversion_goal ( @$customer_conversion_goals ) { my $campaign_conversion_goal = Google::Ads::GoogleAds::V22::Resources:: CampaignConversionGoal - > new ({ resourceName = > Google::Ads::GoogleAds::V22::Utils::ResourceNames:: campaign_conversion_goal ( $customer_id , PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID , $customer_conversion_goal - > { category }, $customer_conversion_goal - > { origin })}); # Change the biddability for the campaign conversion goal. # Set biddability to true for the desired (category, origin). # Set biddability to false for all other conversion goals. # Note: # 1- It is assumed that this Conversion Action # (category=PURCHASE, origin=WEBSITE) exists in this account. # 2- More than one goal can be biddable if desired. This example # shows only one. if ( $customer_conversion_goal - > { category } eq PURCHASE && $customer_conversion_goal - > { origin } eq WEBSITE ) { $campaign_conversion_goal - > { biddable } = "true" ; } else { $campaign_conversion_goal - > { biddable } = "false" ; } push @$operations , Google::Ads::GoogleAds::V22::Services::GoogleAdsService:: MutateOperation - > new ({ campaignConversionGoalOperation = > Google::Ads::GoogleAds::V22::Services::CampaignConversionGoalService:: CampaignConversionGoalOperation - > new ({ update = > $campaign_conversion_goal , # Set the update mask on the operation. Here the update mask will be # a list of all the fields that were set on the update object. updateMask = > all_set_fields_of ( $campaign_conversion_goal )})}); } return $operations ; }

add_performance_max_retail_campaign . pl

Campaign-level Conversion Goals

AI-generated Key Takeaways

Java

C#

PHP

Python

Ruby

Perl

Campaign-level Conversion Goals Stay organized with collections Save and categorize content based on your preferences.

AI-generated Key Takeaways

Java

C#

PHP

Python

Ruby

Perl

Campaign-level Conversion Goals