您可以使用 Google Ads API 的 Goal 和 CampaignGoalConfig 资源来配置与客户生命周期相关的目标。Google Ads API 支持 客户获取目标和 客户留存目标，以便通过 Google Ads 广告系列高效管理客户生命周期价值调整。
如果您的 Google Ads 账号使用 跨账号转化跟踪，则必须在 Google Ads 转化账号 中配置客户级生命周期目标，而不是直接在您的 Google Ads 账号中配置。不过，您仍应在账号中设置广告系列级配置。这与您在使用跨账号转化跟踪时管理其他目标的方式类似。
客户生命周期目标类型
客户生命周期目标是在账号一级使用 Goal 资源进行配置的。目标代表特定的生命周期目标，由其 goal_type 定义。
支持的生命周期目标类型包括：
NEW_CUSTOMER_ACQUISITION- 通过为新客户的转化分配价值调整，高效获取新客户。
CUSTOMER_RETENTION- 重新吸引现有客户、高价值客户和已流失的客户。
LOYALTY_RETENTION- 专门针对会员回馈活动会员提高留存率和互动度。
配置客户生命周期目标
在客户一级，通过创建 Goal 来配置生命周期目标。在 Google Ads 账号中，每种目标类型（NEW_CUSTOMER_ACQUISITION、CUSTOMER_RETENTION 或 LOYALTY_RETENTION）最多只能有一个 Goal。
“新客户获取”目标设置
如需设置“新客户获取”(NCA)，请将 goal_type 设置为 NEW_CUSTOMER_ACQUISITION，并使用 GoalService 在 new_customer_acquisition_goal_settings 字段中配置设置。
这些设置使用 CustomerLifecycleOptimizationValueSettings 为获取的客户指定转化价值调整：
value_adjustment(oneof)：additional_value(double)：要添加到新客户首次购买转化价值的增量转化价值。value_multiplier(double)：要应用于新客户首次购买转化价值的调节系数（尚不支持）。
high_lifetime_value_adjustment(oneof)：additional_high_lifetime_value(double)：针对被确定为具有高生命周期价值的新客户的增量转化价值。high_lifetime_value_multiplier(double)：要应用于具有高生命周期价值的新客户的转化价值调节系数（尚不支持）。
如果设置了高生命周期价值，则该值应大于价值。
def create_nca_goal(client: GoogleAdsClient, customer_id: str) -> None:
"""Sends an API request to add a new New Customer Acquisition Goal.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
"""
goal_operation: GoalOperation = client.get_type("GoalOperation")
goal = goal_operation.create
goal.goal_type = client.enums.GoalTypeEnum.NEW_CUSTOMER_ACQUISITION
# Configure the value adjustments.
goal.new_customer_acquisition_goal_settings.value_settings.additional_value = 50.0
goal.new_customer_acquisition_goal_settings.value_settings.additional_high_lifetime_value = 100.0
goal_service = client.get_service("GoalService")
goal_service.mutate_goals(
customer_id=customer_id, operations=[goal_operation]
)
“客户留存”目标设置
如需设置“客户留存”，请将 goal_type 设置为 CUSTOMER_RETENTION，并在 retention_goal_settings 字段中配置设置。
在创建客户留存目标之前，您必须满足客户留存目标简介中所述的前提条件。这包括拥有效果最大化广告系列和目标客户匹配用户名单。
def create_retention_goal(client: GoogleAdsClient, customer_id: str) -> None:
"""Sends an API request to add a new Customer Retention Goal.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
"""
goal_operation: GoalOperation = client.get_type("GoalOperation")
goal = goal_operation.create
goal.goal_type = client.enums.GoalTypeEnum.CUSTOMER_RETENTION
goal.retention_goal_settings.value_settings.additional_value = 50.0
goal.retention_goal_settings.value_settings.additional_high_lifetime_value = 100.0
goal_service = client.get_service("GoalService")
goal_service.mutate_goals(
customer_id=customer_id, operations=[goal_operation]
)
这会在账号一级为指定的客户账号创建一个新的客户留存目标，该目标将应用于其所有广告系列。默认情况下，此目标将定位到目标客户匹配用户名单中的所有用户。
“会员留存”目标设置
如需为会员回馈活动会员设置“会员留存”目标，请将 goal_type 设置为 LOYALTY_RETENTION，并在 loyalty_retention_goal_settings 字段 (LoyaltyRetentionGoal) 中配置设置。
对于“会员留存”目标，value_settings 中仅支持使用 CustomerLifecycleOptimizationValueSettings 的 value_multiplier 设置：
def create_loyalty_retention_goal(client: GoogleAdsClient, customer_id: str) -> None:
"""Sends an API request to add a new Loyalty Retention Goal.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
"""
goal_operation: GoalOperation = client.get_type("GoalOperation")
goal = goal_operation.create
goal.goal_type = client.enums.GoalTypeEnum.LOYALTY_RETENTION
goal.loyalty_retention_goal_settings.value_settings.value_multiplier = 1.5
goal_service = client.get_service("GoalService")
goal_service.mutate_goals(
customer_id=customer_id, operations=[goal_operation]
)
细分受众群体
您必须使用 UserListCustomerType 资源来细分客户生命周期目标（包括“新客户获取”“客户留存”和“会员留存”目标）的受众群体。您必须将每个用户名单与一个或多个类别相关联，方法是为用户名单和类别的每种组合创建一个 UserListCustomerType。
使用 UserListCustomerTypeService 创建 UserListCustomerType 实例。
UserListCustomerTypeService 仅支持 create 和 remove 操作，因此，如果您想更新现有的 UserListCustomerType，必须先将其移除，然后使用必要的更新创建一个新的。
一个 UserListCustomerType 只能分配给一个用户名单，但一个用户名单可以有多个关联的 UserListCustomerType 实例，前提是 UserListCustomerType 实例之间没有冲突 。如果尝试将具有以下 customer_type_category 组合的 UserListCustomerType 实例分配给同一用户名单，则会导致 UserListCustomerTypeError.CONFLICTING_CUSTOMER_TYPES 错误：
第一个 customer_type_category |
第二个 customer_type_category |
|---|---|
| PURCHASERS | CONVERTED_LEADS |
| PURCHASERS | QUALIFIED_LEADS |
| PURCHASERS | CART_ABANDONERS |
| CONVERTED_LEADS | QUALIFIED_LEADS |
| DISENGAGED_CUSTOMERS | CONVERTED_LEADS |
| DISENGAGED_CUSTOMERS | QUALIFIED_LEADS |
| DISENGAGED_CUSTOMERS | CART_ABANDONERS |
| LOYALTY_TIER_X_MEMBERS | LOYALTY_TIER_Y_MEMBERS |
配置广告系列生命周期目标配置
在广告系列一级，您可以使用 CampaignGoalConfig 配置广告系列专用覆盖或定位选项。获得账号级目标后，使用其 resource_name 通过 CampaignGoalConfigService 上的 mutate_campaign_goal_configs 方法创建 CampaignGoalConfig。
广告系列“新客户获取”设置
如需在广告系列一级覆盖设置或配置 NCA 的定位，请配置类型为 CampaignNewCustomerAcquisitionGoalSettings 的 campaign_new_customer_acquisition_settings 字段：
value_settings_override（类型：CustomerLifecycleOptimizationValueSettings）：用于覆盖账号级设置的自定义价值调整。target_option（类型：CustomerLifecycleOptimizationMode）：控制客户生命周期优化模式。选项包括：TARGET_ALL：广告系列同时定位新客户和现有客户，但使用配置的价值调整针对新客户提高出价。TARGET_SPECIFIC：广告系列仅定位新客户。出价调整不适用于此选项。
def create_campaign_nca_config(
client: GoogleAdsClient,
customer_id: str,
goal_resource_name: str,
campaign_resource_name: str,
) -> None:
"""Sends an API request to add a new CampaignGoalConfig for NCA.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
goal_resource_name: the resource name of an existing NCA Goal.
campaign_resource_name: the resource name of an existing Campaign.
"""
operation: CampaignGoalConfigOperation = client.get_type("CampaignGoalConfigOperation")
goal_config = operation.create
goal_config.campaign = campaign_resource_name
goal_config.goal = goal_resource_name
# Set the target option to target both new and existing customers.
goal_config.campaign_new_customer_acquisition_settings.target_option = (
client.enums.CustomerLifecycleOptimizationModeEnum.TARGET_ALL
)
# Optionally override value settings.
goal_config.campaign_new_customer_acquisition_settings.value_settings_override.additional_value = 60.0
campaign_goal_config_service = client.get_service("CampaignGoalConfigService")
campaign_goal_config_service.mutate_campaign_goal_configs(
customer_id=customer_id, operations=[operation]
)
广告系列“客户留存”设置
如需在广告系列一级覆盖设置或配置客户留存目标的定位，请配置类型为 CampaignRetentionGoalSettings 的 campaign_retention_settings 字段：
value_settings_override（类型：CustomerLifecycleOptimizationValueSettings）：用于覆盖账号级设置的自定义价值调整。target_option（类型：CustomerLifecycleOptimizationMode）：控制优化模式。默认值为TARGET_ALL。如需将其设置为TARGET_SPECIFIC，您的账号必须在相应的许可名单中。
def create_campaign_retention_config(
client: GoogleAdsClient,
customer_id: str,
goal_resource_name: str,
campaign_resource_name: str
) -> None:
"""Sends an API request to add a new CampaignGoalConfig for Retention.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
goal_resource_name: the resource name of an existing Retention Goal.
campaign_resource_name: the resource name of an existing Campaign.
"""
operation: CampaignGoalConfigOperation = client.get_type("CampaignGoalConfigOperation")
goal_config = operation.create
goal_config.campaign = campaign_resource_name
goal_config.goal = goal_resource_name
# goal_config.campaign_retention_settings.target_option = (
# client.enums.CustomerLifecycleOptimizationModeEnum.TARGET_SPECIFIC
# )
campaign_goal_config_service = client.get_service("CampaignGoalConfigService")
campaign_goal_config_service.mutate_campaign_goal_configs(
customer_id=customer_id, operations=[operation]
)
如果未设置 campaign_retention_settings.target_option，则默认值为 TARGET_ALL。只有在相应许可名单中的用户才能将此选项设置为 TARGET_SPECIFIC。
广告系列“会员留存”设置
如需在广告系列一级覆盖设置或为 LOYALTY_RETENTION 目标配置会员专用行为，请在 CampaignGoalConfig 上配置类型为 CampaignLoyaltyRetentionGoalSettings 的 campaign_loyalty_retention_settings 字段：
value_settings_override（类型：CustomerLifecycleOptimizationValueSettings）：用于覆盖账号级会员留存价值设置的自定义价值调整。enable_bid_adjustments_for_loyalty_members（类型：bool）：是否为此广告系列中的会员回馈活动会员启用出价调整。show_targeted_loyalty_member_benefits_in_pla（类型：bool）：是否在符合条件的国家/地区以产品详情广告 (PLA) 格式显示面向会员的福利。
def create_campaign_loyalty_retention_config(
client: GoogleAdsClient,
customer_id: str,
goal_resource_name: str,
campaign_resource_name: str,
) -> None:
"""Sends an API request to add a new CampaignGoalConfig for Loyalty Retention.
Args:
client: an initialized GoogleAdsClient instance.
customer_id: a client customer ID.
goal_resource_name: the resource name of an existing Loyalty Retention Goal.
campaign_resource_name: the resource name of an existing Campaign.
"""
operation: CampaignGoalConfigOperation = client.get_type("CampaignGoalConfigOperation")
goal_config = operation.create
goal_config.campaign = campaign_resource_name
goal_config.goal = goal_resource_name
# Enable bid adjustments and targeted loyalty benefits in PLAs.
goal_config.campaign_loyalty_retention_settings.enable_bid_adjustments_for_loyalty_members = True
goal_config.campaign_loyalty_retention_settings.show_targeted_loyalty_member_benefits_in_pla = True
campaign_goal_config_service = client.get_service("CampaignGoalConfigService")
campaign_goal_config_service.mutate_campaign_goal_configs(
customer_id=customer_id, operations=[operation]
)
验证和错误
配置客户生命周期目标时，可能会遇到以下限制和错误：
目标验证错误
- 目标配置重复
- 如果已存在生命周期目标，但您又创建了一个重复的生命周期目标，则会导致
GoalError.NEW_CUSTOMER_ACQUISITION_GOAL_ALREADY_EXISTS（对于 NCA）、GoalError.RETENTION_GOAL_ALREADY_EXISTS（对于客户留存目标）或GoalError.LOYALTY_RETENTION_GOAL_ALREADY_EXISTS（对于会员留存目标）错误。 - 价值设置无效
- 配置生命周期目标价值设置时，如果存在高生命周期价值，则必须存在标准价值 (
GoalError.HIGH_LIFETIME_VALUE_PRESENT_BUT_VALUE_ABSENT)。此外，如果设置了高生命周期价值，则该值必须大于价值 (GoalError.HIGH_LIFETIME_VALUE_LESS_THAN_OR_EQUAL_TO_VALUE)。
广告系列目标配置验证错误
- “定位特定”价值覆盖冲突
- 对于“新客户获取”目标，如果
target_option设置为TARGET_SPECIFIC（仅定位新客户），则不得配置广告系列级价值覆盖 (CampaignGoalConfigError.CAMPAIGN_OVERRIDE_VALUES_SET_FOR_NEW_CUSTOMER_ACQUISITION_TARGET_SPECIFIC_OPTION)。如果仅定位新客户，则出价调整不适用。 - 高生命周期价值广告系列类型支持
- 高生命周期价值覆盖只能针对受支持的广告系列类型设置 (
CampaignGoalConfigError.CAMPAIGN_OVERRIDE_HIGH_LIFETIME_VALUE_NOT_SUPPORTED_FOR_CAMPAIGN_TYPE)。 - 目标不兼容
- 如果广告系列尝试同时应用不兼容的客户生命周期优化目标，则会抛出错误 (
CampaignGoalConfigError.CANNOT_USE_INCOMPATIBLE_CLO_GOALS)。下表列出了会触发此错误的互斥目标组合 ：
| 客户生命周期目标类型 / 模式 | 不兼容的目标 / 模式 |
|---|---|
客户留存（“仅针对已流失的客户出价”/TARGET_SPECIFIC） |
新客户获取（“仅针对新客户出价”/TARGET_SPECIFIC，“针对新客户提高出价”/TARGET_ALL），潜在客户勘探 |
客户留存（“针对已流失的客户提高出价”/TARGET_ALL） |
新客户获取（“仅针对新客户出价”/TARGET_SPECIFIC），潜在客户勘探 |
| 忠诚度留存（价值调节系数） | 新客户获取（“仅针对新客户出价”/TARGET_SPECIFIC），客户留存（“仅针对已流失的客户出价”/TARGET_SPECIFIC），潜在客户勘探，毛利润 |
| 忠诚度留存（产品详情广告中的福利） | 新客户获取（“仅针对新客户出价”/TARGET_SPECIFIC），潜在客户勘探，毛利润 |
| 潜在客户勘探 | 新客户获取（“仅针对新客户出价”/TARGET_SPECIFIC，“针对新客户提高出价”/TARGET_ALL） |
检索生命周期目标
与其他 Google Ads API 资源一样，使用 GoogleAdsServicesearch 或 searchStream 方法来检索生命周期目标和配置。
以下查询会检索 Google Ads API 账号中每个已配置的 Goal 的详细信息：
SELECT
goal.goal_id,
goal.goal_type,
goal.owner_customer,
goal.new_customer_acquisition_goal_settings.value_settings.additional_value,
goal.new_customer_acquisition_goal_settings.value_settings.additional_high_lifetime_value,
goal.retention_goal_settings.value_settings.additional_value,
goal.retention_goal_settings.value_settings.additional_high_lifetime_value,
goal.loyalty_retention_goal_settings.value_settings.value_multiplier
FROM goal
同样，以下查询会检索每个 CampaignGoalConfig 的详细信息：
SELECT
campaign_goal_config.campaign,
campaign_goal_config.goal,
campaign_goal_config.goal_type,
campaign_goal_config.campaign_new_customer_acquisition_settings.target_option,
campaign_goal_config.campaign_new_customer_acquisition_settings.value_settings_override.additional_value,
campaign_goal_config.campaign_new_customer_acquisition_settings.value_settings_override.additional_high_lifetime_value,
campaign_goal_config.campaign_retention_settings.target_option,
campaign_goal_config.campaign_retention_settings.value_settings_override.additional_value,
campaign_goal_config.campaign_loyalty_retention_settings.value_settings_override.value_multiplier,
campaign_goal_config.campaign_loyalty_retention_settings.enable_bid_adjustments_for_loyalty_members,
campaign_goal_config.campaign_loyalty_retention_settings.show_targeted_loyalty_member_benefits_in_pla
FROM campaign_goal_config