• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEM

Early look: Google Ads customer value reporting and conversion value rules

The two features have been in testing for about a year. Here's what they're designed to do.

Ginny Marvin on March 13, 2020 at 3:24 pm
  • More

At SMX West last month, Google offered early looks at the new customer value reporting and value rules in Google Ads. The company first teased these features in the Google Ads UI at Google Marketing Live last year. They’re both still in beta but here’s what we know about how they’re designed to work.

Customer value reporting. When it’s live in your accounts, you’ll find conversion value reporting located in the Tools dropdown under the Measurement section in the Google Ads UI.

Customer value reporting shows the “Distribution of your customer base over the previous 12 months” broken out by demographics (gender, age, parental status), locations and devices.

Customer value reporting in Google Ads is available for some advertisers. Source: Google

The bar charts in the example above show high-value customers compared to all users. In this case, the advertiser’s high-value customers over the past year skew female 35+-year-old parents. Note the data is sampled, you’ll see that below the chart to the right.

You can change the view to see medium-value and one-time customers from the dropdown in the upper right corner.

The demographics reporting is based on what signed-in users indicate in their Google accounts or what Google infers about users based on their search and browsing behaviors.

Conversion value rules. Google is also beta-testing conversion value rules. (It’s located in the Conversions section under Measurement options when enabled.) You can “adjust values for conversion events based on conditions like location or device.” At this point, the options are limited to location and device, but audience will be an option eventually.

Conversion value rules are in beta. Image: Google

The rules will then be applied to your bidding Google will also report on your conversion value rules. This will allow you to customize conversion values so they align more closely with your business goals.

Why we care. The customer value reporting and value rules are aimed at giving advertisers more insights and flexibility to optimize for high-value conversions. They follow from Google’s move to allow advertisers to set conversion events at the campaign rather than account level. Keep in mind that these are still in testing and are subject to change before (or if) they roll out generally.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: SEMGoogleGoogle Ads

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.
See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • A Beginner’s Guide to Omnichannel Marketing using Marketing Automation
  • The Top Five Objections That Hold Companies Back From Doing SEO
  • How To Optimize SEO With UGC
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily search news and analysis.
Search Engine Land
Download the Search Engine Land App on iTunes Download the Search Engine Land App on Google Play

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars
  • Search Marketing Expo
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok