Customer goals

AI-generated Key Takeaways

• Google Ads automatically creates and manages CustomerConversionGoals based on the category and origin of your conversion actions to streamline optimization.

• You can control whether Google Ads optimizes for a specific conversion goal by setting the biddable attribute to true (optimize) or false (don't optimize).

• New conversion actions with unique category and origin combinations will automatically have a corresponding CustomerConversionGoal created, typically set to biddable by default, unless they fall within specific combinations listed in the documentation.

• You can retrieve and analyze your CustomerConversionGoals and associated conversion actions using provided sample queries to gain insights into your conversion setup.

• Common use cases like analyzing page view goals or the "Other" group in the Google Ads UI are easily achievable with the provided query examples and category/origin understanding.

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
MESSAGE_LEAD	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.