Customer goals

  • CustomerConversionGoal objects determine if Google Ads optimizes for conversion actions based on their category and origin.

  • Google Ads automatically creates CustomerConversionGoal objects when new ConversionActions are added to your account.

  • You can set the biddable attribute of a CustomerConversionGoal to true or false to specify if it's an account-default goal for optimization.

  • New category and origin combinations for ConversionActions typically default to biddable as true, with specific exceptions listed in a table.

  • You can retrieve CustomerConversionGoals and the conversion actions associated with them using provided queries.

Each CustomerConversionGoal determines whether you want Google Ads to optimize for conversion actions with the specified category and origin. Google Ads automatically creates CustomerConversionGoals as you add ConversionActions to your account's Google Ads conversion customer to ensure that there's a CustomerConversionGoal for every combination of category and origin that's in use.

Since Google Ads automatically handles the creation of CustomerConversionGoal objects, you set the biddable attribute of each goal to specify whether a conversion goal is an account-default goal. Set biddable to true if Google Ads should optimize for conversion actions with the goal's category and origin, and set biddable to false otherwise. The values true and false are equivalent to the Use as an account-default goal and Do not use as an account-default goal options, respectively, in the conversion action settings.

New category and origin combinations

If a ConversionAction is created in your Google Ads conversion customer and the category and origin combination of the new action doesn't exist on any other actions, Google Ads automatically creates a new CustomerConversionGoal for the category and origin and sets the biddable attribute to true by default.

However, Google Ads sets biddable to false by default for the following category and origin combinations:

category origin
BEGIN_CHECKOUT GOOGLE_HOSTED
CONSIDERATION GOOGLE_HOSTED
CONTACT GOOGLE_HOSTED
CONVERTED_LEAD GOOGLE_HOSTED
ENGAGEMENT GOOGLE_HOSTED
GET_DIRECTIONS GOOGLE_HOSTED
PAGE_VIEW GOOGLE_HOSTED
QUALIFIED_LEAD GOOGLE_HOSTED
SIGNUP GOOGLE_HOSTED
PURCHASE GOOGLE_HOSTED
STORE_SALE STORE
STORE_VISIT STORE
PHONE_CALL_LEAD LOCAL_SERVICES_ADS
CONTACT LOCAL_SERVICES_ADS
BOOK_APPOINTMENT LOCAL_SERVICES_ADS

Retrieve customer goals

Use the following query to retrieve the list of CustomerConversionGoals for your account.

SELECT
  customer_conversion_goal.resource_name,
  customer_conversion_goal.category,
  customer_conversion_goal.origin,
  customer_conversion_goal.biddable
FROM customer_conversion_goal

A common example is the page view conversion goal, which is represented by a combination of a category of PAGE_VIEW and an origin of WEBSITE.

In order to retrieve the conversion actions that belong to this conversion goal—matching what you see in the Google Ads UI in the goals summary page—use the following query:

SELECT
  conversion_action.category,
  conversion_action.origin,
  conversion_action.name
FROM conversion_action
WHERE conversion_action.category = 'PAGE_VIEW'
  AND conversion_action.origin = 'WEBSITE'
  AND conversion_action.status = 'ENABLED'

Another common example is getting the group shown in the Google Ads UI as Other. This is done by setting the category to DEFAULT.

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