(New UI) About objectives
Beta feature
Objectives are goals that an advertiser sets to meet its business objectives, such as to maximize profits or to meet a specific sales target. Both Advertising Search, Social, & Commerce and Advertising DSP use objectives:
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Each Search, Social, & Commerce portfolio must have an objective so that the optimization capability can create click and revenue models for the portfolio.
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In DSP, objectives appear as custom goals for DSP accounts that are linked to Search, Social, & Commerce accounts. Each package that uses the optimization goals “Highest Return on Ad Spend (ROAS)” or “Lowest Cost per Acquisition (CPA)” must include a custom goal that helps achieve the overall optimization goal.
An objective consists of the conversion metrics to be tracked and optimized, and the relative weights of those metrics. For example, suppose that an online magazine with two online subscription levels and one print subscription level and the objective “maximize profits” has three metrics: “basic online subscriptions” valued at 20 USD, “premium online subscriptions” valued at 40 USD, and “print subscriptions” valued at 30 USD. If the magazine wants to give weight according to the one-time monetary value of the subscription, then the relative weights of the metrics would be 1, 2, and 1.5, respectively.
For each metric in the objective, you can:
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Configure separate weights for conversions from mobile devices.
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Label the metric as a Goal metric or an Assist metric.
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Apply weight recommendations to the metrics.
- (Search, Social, & Commerce) You can associate an objective with a portfolio when you create the portfolio or by later modifying the portfolio settings.
- (Advertisers with DSP accounts that are linked to Search, Social, & Commerce accounts) In Advertising DSP, you can select an objective as a custom optimization goal for a package with package-level pacing.
- You can use the same objective for multiple Search, Social, & Commerce portfolios and/or multiple DSP packages.
- The metrics for each objective in the Objectives view don’t include data from DSP.
Available metrics
You can include any of the following in your objectives:
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Metrics that ۶Ƶ Advertising tracks using the ۶Ƶ Advertising conversion tracking pixel.
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(Advertisers with ۶Ƶ Analytics for Advertising) Conversion and site engagement metrics synced from ۶Ƶ Analytics.
In Search, Social, & Commerce, the following site engagement metrics are automatically factored into the portfolio bidding algorithms:
timespent_secs_1stvisit,timespent_secs_total,pageviews_1stvisit,pageviews_total, andbounces. -
Google metrics:
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Google Ads-tracked conversions from synced Google Ads accounts.
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(Advertisers with Google Analytics integrations) Page views, Sessions, Bounce Rate (calculated as bounces/sessions), and Session Duration.
In Search, Social, & Commerce, these metrics are automatically factored into the portfolio bidding algorithms.
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Option to upload objectives to the ad networks
You can optionally upload the objectives for the account’s portfolios to Google Ads and/or Microsoft Advertising as conversions so that you can use them for campaign- or ad group-level optimization. When you enable the option, Search, Social, & Commerce passes the weighted revenue data at the EF ID (click ID) level to the ad network daily. It omits any ad network-tracked metrics.