...

Tip

Concrete steps:

Define a corrected value for a conversion based on the effective ERP revenue (canceled value should be 0.- , returned article should lower the value accordingly, etc.)
Integrate the updated conversion value in GAds with the following method: (https://support.google.com/google-ads/answer/7686280?hl=en )
1. Look up the “Conversion action” name you use for the conversions that should be adjusted.
2. Boxalino will prepare a datafeed.
3. Use the feed to schedule uploads automatically. https://ads.google.com/aw/conversions/uploads/schedules
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(optionally) implement an API real-time call to Boxalino in your Tracking Data Layer to send the adjusted conversion value right away when available to the Google Ads tracker.

...

More accurate bids for optimizing the profit.
Margin labels per product are a good start but will not work if the customers buys another item then he clicked in the Ads.
Profit tracking is the natural progression of revenue and ROAS tracking.
By optimizing directly the profit you don't need to guess what changes in ROAS/Revenue will lead to increased profitability.

Tip

Concrete steps:

Define a corrected value for a conversion based on the effective ERP margin (canceled value should be 0.- , returned article should lower the value accordingly, etc.)
Integrate the updated conversion value in GAds with the following method: New Conversions (per google click id) (https://support.google.com/google-ads/answer/7014069?hl=en )
1. Create a new Conversion action in you your Google Ads Account. https://ads.google.com/aw/conversions
2. Select Import > Other Datasources or CRMs Manual Import using API or uplaods > Track conversions from clicks
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3. Select a Category and the conversion action name.⚠️ Select the “Secondary action not used for bidding optimisation“ first when setting up the conversion action. This allows you to see the impact in GAds before using it for the bidding and serves as a test.
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4. Select different values for each conversion and set the default value to 0. For the count we want to have each conversion separately. The Click-through conversion window should be set to 90 days and the attribution should be data-driven.
5. Hit create and continue to confirm your settings.
6. Let Boxalino know the name of the conversion action and we will prepare a datafeed.
7. Use the feed to schedule uploads automatically. https://ads.google.com/aw/conversions/uploads/schedules
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8. Set up custom columns in the campaign reports to show profit margin and POASMOAS. The metric “All Conversion Value” must be selected or else it will not work. Then, choose the conversion action that you created for the formula.
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9. Set up custom columns in the campaign reports to show revenue and ROASMOAS. The reason is that once you change your primary conversion action in the account, then you can’t really use historical data to compare year-over-year.Observe the POAS performance
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10. We recommend to observe the MOAS performance over a week and define a good starting point for the new Smart Bidding portfolio.
11. Switch the profit action to “primary“ and the revenue action to “secondary“ conversion actions.
12. Once you’ve changed your conversion action to profit, you need to immediately make changes to your Smart Bidding setup. Set up a new Smart Bidding portfolio based on the current POAS performance.
13. (optionally):
  You can do the same thing with just a single campaign by changing the conversion action at the campaign level and creating a portfolio bid strategy only for that campaign.
  This way, you can get a sense of what happens when you switch the conversion action.
(optionally) implement an API real-time call to Boxalino in your Tracking Data Layer to send the adjusted conversion value right away when available to the Google Ads tracker.

7. Extend your Conversion Value

We can add additional values when a new customer is acquired and an even higher value when the new customer is expected to have a high future customer lifetime value based on the first product(s) bought.

1. Set up a new Custom Goal at the bottom of the conversions summary page.
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2. Add the newly created “Margenwert“ conversion action to your goal and save it.
3. Select a campaign you would like to compare the performance and create the exact same but with the new custom goal and the evaluated MOAS target. Also allocate only half of your budget for each.
4. ⚠️Do not continue before reviewing the results from the above test with an expert from Boxalino first!
5. Switch the profit action to “primary“ and the revenue action to “secondary“ conversion actions.
6. Once you’ve changed your conversion action to margin, you need to immediately make changes to your Smart Bidding setup. Set up a new Smart Bidding portfolio based on the current POAS performance.
(optionally) implement an API real-time call to Boxalino in your Tracking Data Layer to send the adjusted conversion value right away when available to the Google Ads tracker.

7. Extend your Conversion Value

We can add additional values when a new customer is acquired and an even higher value when the new customer is expected to have a high future customer lifetime value e.g. based on the first product(s) bought. There are two ways to adjust the conversion value. Either directly modify it when sending the Google Ads event or adjust it by uploading the extended value with the order identifier at a later point.

Use Case:

Additional value for new customers based on their predicted CLV.

Tip

Online Concrete steps:

Request the adjusted Conversion Value from the Boxalino API by providing the information that should be used in the Calculation.

Code Block

curl --location 'https://track.bx-cloud.com/narrative/renovero_api/api/1' \
--header 'Content-Type: application/json' \
--data '{
    "username": "your_eshop",
    "apiKey": "***",
    "apiSecret": "***",
    "dev": false,
    "test": false,
    "language": "de",
    "sessionId": "value of cems cookie",
    "profileId": "value of cemv cookie",
    "widget": "search",
    "hitCount": 1,
    "filters": [
        {
            "field": "id",
            "values": [
                "$$$"
            ]
        }
    ],
    "correlations": [
        {
            "origin": "boxalino_std_bq_custom",
            "type": "conversion-value-new-customers",
            "source": "26-1474"
        }
    ]
}'

The type needs to be configured by Boxalino. In this example we expect a category_id and the zip code concatenated by “-“ to be in the source.

Ensure you modify the conversion value and currency dynamically in your event snippet.
Depending on the setup it might be necessary to adjust the GA4 event to ensure the correct data. Make sure to set the currency and the correct dynamic value you receive from Boxalino for the value.
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Tip

Offline Concrete steps:

Define an additional conversion value for new customers (e.g.: +20% of AOV) and an even higher value for customers predicted to have a high customer lifetime value (e.g.: +50% of AOV)
Integrate the updated conversion value in GAds with the following method: New Conversions (per google click id) (https://support.google.com/google-ads/answer/7014069?hl=en )
1. Go to your Conversions Overview and add a new Custom Goal at the bottom of the page.
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2. Create a new Conversion action in you Google Ads Account https://ads.google.com/aw/conversions
3. Select Import > Other Datasources or CRMs Manual Import using API or uploads > Track conversions from clicks
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4. Select a Category and the conversion action name.💡 We highly recommend to select the “Secondary action not used for bidding optimisation“ optimization“ first when setting up the conversion action. This allows you to see the impact in GAds before using it for the bidding and serves as a test.
5. Select different values for each conversion and set the default value to 0. For the count we want to have each conversion separately. The Click-through conversion window should be set to 90 days and the attribution should be data-driven.
6. Hit create and continue to confirm your settings.
7. Boxalino will prepare a datafeed.
8. Use the feed to schedule uploads automatically. https://ads.google.com/aw/conversions/uploads/schedules
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(optionally) implement an API real-time call to Boxalino in your Tracking Data Layer to send the adjusted conversion value right away when available to the Google Ads tracker.