Change your bid strategy while conversion goal remains the same

This article describes how to move from Maximize conversion value with an optional target CPA to Maximize conversion value with an optional target ROAS. You can make this move without changing your campaign's conversion goal and primary conversion action, and you can start to measure values for those conversion actions.

Recommended steps

Ensure conversion values are reported for the existing conversion action through your conversion goals settings, offline conversion import, or through the site tag.

• Do not make any edits to your campaign's selected conversion goal.
• Continue to use Maximize conversions with a Target CPA for 3 conversion cycles (or 4 weeks, whichever is longer). This allows Smart Bidding to learn conversion value data.

Ensure values are passed across all campaigns that share conversion tracking, whether account or MCC-level, even if only planning to test a few campaigns on Maximize Conversions Value with a Target ROAS. This ensures that the bidding system trains across all campaigns that share conversion tracking.

Switch to Target ROAS or Maximize Conversion Value bid strategy.

• Tip: If switching to Target ROAS, use the prior 4 weeks historical ROAS (excluding conversion delay) to determine your target.

Smart Bidding will adjust to the new target over the next 2-3 conversion cycles. Adjust ROAS targets and/or budget adjustments to manage performance.