Cost of margin based campaign

[Coen Swaans.]

As an agency we want to prove to our customers that margin based campaigns work.

Goal: margin based campaign for small/fixed product collection. 

Problems:

- We start with smal product collection inside a campaign. People (can) buy other products then used/targeted in campaign OR they buy additional products with no know margin  

- Ads attribution model vs analytics “last click” tracking.

- Google ads (api) does not give insight in sales or individual conversion. 

Main problem: We can’t find out how much a individual ads conversion did cost (in ads report)

What we tried: 

1: create 2 custom conversion goals (margin_of_order, total_margin_unknown) 

2: import ads report with API (costs, conversions, segment conversion goals, etc)

3: import conversion data analytics (sales with used ads campaign)

4: link order data from webshop (products bought, value, etc)

5: like to show the result to customer………

But the data does not match.. google ads has different amount of conversions than analytics (attribution vs last click). So we can’t prove margin based advertising works, and can’t run unlimited budgets on campaigns and ask for more or all margin info.

We and our customers can’t fact check the result, making the whole test questionable.

Why not ask for a 100% coverage of margin? Because webshops don’t like google to know margins, and most don’t record this inside their webshop. Thats why we would like to start small and prove the concept first.

Questions:

- Are we right we can’t get individual sales info from Adwords/ads (api)?

- What would be an alternative approach?

Thx for the response.

[Google Ads API Forum Advisor Prod]

Hi Coen,

Thank you for reaching out. Can you please provide the following information:

1. Are you using Google Ads API or AdWords API?
2. What is your client customer ID?
3. How long ago did you upload the conversions? As explained here, non last-click uploads can take a long time to update so it is possible that th.
4. The complete report definition you are using to try and get the conversions.

You can use the Click Performance Report (Click View report in Google Ads API) to get information about individual clicks however it can only be run for a single day.

Regards,
Mitchell
Google Ads API Team

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[Coen Swaans.]

Mitchel,

Thx for the reply.

1: We use both Api's but Google Ads Api is our new way to go. Specially since we been selected to join the Google Ads API Advisory Group ;)

2: The client customer Id could be any of our performance customers. 

3: My bad, we don't have problem with upload delay's. The problem is we can't find conversion data inside Google Ads Api. Example: Campaign XXX has 116.80 conversions, only thing we would like to figure out is witch sales/conversions and the cost and value the attribution model assigned to this individual conversion.

4: Report definitions are basic queries, tried all segments and metrics to figure out if we could create a link to customer webshop sales database. The problem is the example in point 3 above.

We thought we could do this with analytics, but it’s last click and does not give insight to the cost of a single conversion.

We did look (short) at the Click View report. But could not find the needed “link” or info. Will look again. 

If we can get the link from an individual sale to used campaigns and individual cost and conversion insight it would be a WIN/WIN/WIN

Customer gets profitable ads campaign

Google would get unlimited budget

We would get happy customers, unlimited budgets to spend equals beter margin for us

But since were stuck, maybe we need an other approach to reach the same goal. One off the questions we constantly ask our selfs..... "how would someone else do this".... The data should be there, "you Google" show the amount of conversions and costs inside reports, we dont think you make this up random ;) Maybe we are looking in the wrong way.

Thx

[Google Ads API Forum Advisor Prod]

Hi Coen,

In the Campaign report, you can segment by conversion_action_category or conversion_action_name in order to get specific metrics for different conversion actions/categories if this is what you are trying to do. You will not be able to get information for a specific conversion/sale except for what is available in click_view.