According to Google, 75% of smartphone users expect to get immediate information while searching on their smartphone. To keep pace with this consumer behavior, Google has recently announced the global roll-out of their newest addition to Google Ads’ list of available ad units – Gallery Ads (Beta).
What does this mean? Up until now, conversion action settings applied account wide.
Yes, you had the availability to segment by conversion type at the campaign level, but all counted conversions were totaled up in the “Conversions” column. You were not able to choose which conversion actions to optimize against at the campaign level.
On the path to a conversion, a user may conduct multiple searches and interact with multiple ads from the same advertiser. Google Ads’ attribution models allow the advertiser to control how the “conversion credit” is split amongst the various searched keywords that participated in the conversion process.