Setting up Custom Conversions on SearchAds.com Custom conversions are created so you can track exactly how much return you’re getting from your advertisements.
Custom conversions are created so you can track exactly how much return you’re getting from your advertisements, better understand KPIs and ROIs. In order for you to set-up custom conversions, you have to make sure that you’ve integrated your attribution tool.
This is required because the custom conversion tool will use data provided by your attribution partner, to calculate your conversions. Only then will you be able to see your revenue numbers appear in the Search Ads funnel.
How to set up custom conversions?
Once you’ve integrated your attribution partner you can now make your way to the “Conversions” page, to set up custom conversions by clicking the "Create conversion" button.
Choose an app you wish to set up conversions for, and name the conversion with a unique name. Preferably a name that is easy for you to identify and understand when you view your SearchAds funnel.
Decide and choose which events you wish to create the conversion for. Ex: Free trial started, booking confirmed, any in-app purchases, etc. These should be identical to the events that you’ve configured on your attribution partner side.
IMPORTANT: These are case sensitive so you should make sure you spell them the EXACT same way as you have on the attribution tool.
Check your conversion value. This is a value that you set-up, or it can be a default in-app value. For example, you have an in-app purchase priced at $10. This is the value that will be considered for a conversion when that in-app purchase is made.
However, since the app store cuts some amount of revenue from you, you would probably want to set a “Fixed Value” instead of an “In-app value”.
Using the example above, let’s say Apple cuts $3 from each in-app purchase, meaning you get a net revenue of $7, straight to your pocket. You would set your fixed value as $7.
The final step is to decide whether or not you want to add this in your goals or not. Goals are a way to understand and calculate your exact return on advertisement spent. You could have your goal set as “Start 12 month subscription.” However, you may only be getting a 3 month or 6 month subscription. As these are not your end aims, you would not want to track them, and exclude them from your goals.
The conversions that you choose as goals are used to calculate your return on advertisement spent. Once you’ve chosen, depending on how fast the data streams, based on the triggering of your selected events, you will start seeing results and calculate your return on advertisement with ease. You’ll be able to see exactly how much you’re spending on a user and in return how much money you’re making, in order to get the most out of your ASA campaigns.
Congratulations! You've created your first conversion. Finalize everything by clicking the "Create Custom Conversion" button at the bottom of the page.
You can also create custom conversions from the attribution page. Simply click the "Attribution tab" on the side of the SearchAds dashboard. Once there, click the little gear icon on the right side of any one of your apps.
Next, you should see a drop down list of in-app events directly from your attribution tool. Simply check which one you want to create a custom conversion for, and click "Create Custom Conversion".
You'll be taken back to the "Create Custom Conversion" where you previously entered information manually, except this time, the data will be entered for you automatically.
On a final note, you can swap between the conversions, based on which data you want to see as your goal. Simply go to your conversions page, and enable whichever in-app event you want to set as your goal, and you'll be provided data solely for it, to get a more clear understanding of how you're performing on that specific event.
This reading will provide in-depth knowledge about everything from building a robust keyword strategy and crafting a compelling campaign structure to optimizing your max CPT bids and driving relevancy and conversions through creative optimization.