Enable uploading of objectives to ad networks
Advertisers with Google Ads and Microsoft Advertising accounts only
Advertisers enabled for hybrid optimization only
Search, Social, & Commerce can upload the objectives for an advertiser account’s portfolios to Google Ads and Microsoft Advertising so you can use them for hybrid optimization. Your uploaded objectives are available as conversion actions for account-level and campaign-level custom conversion goals.
Enabling this option automatically triggers an upload for objectives in portfolios that contain campaigns with smart bidding strategies. Search, Social, & Commerce creates a conversion on the ad network for each applicable objective. The conversion represents all weighted conversion metrics in the objective at the EF ID (click ID) level. For Google Ads clicks, the EF ID is the Google Ads gclid; for Microsoft Advertising clicks, the EF ID is the Microsoft Advertising msclkid. Because of this click ID, conversion data can be mapped to the specific keyword and click time.
Each uploaded conversion has the following name:
O_ACS_OBJ_<network_ID>_<objective_ID>_<network_account_ID>
where <network_ID> is the numeric ID that Search, Social, & Commerce uses for the ad network, <objective_id> is the numeric objective ID, and <network_account_ID> is the numeric ID for the ad network account or manager account.
Uploads to Google Ads occur daily at 06:00 in the advertiser’s time zone. Uploads to Microsoft Advertising occur daily at 09:00 in the advertiser’s time zone.
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In the main menu, click Search > Tools > Conversion Upload Setup.
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Select the check box next to Enable Objective Upload.
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(Advertisers with Google Ads accounts who do business in the European Economic Area (EEA) or United Kingdom (UK); optional) If you’ve collected consent from EEA and UK users to upload their data for advertising purposes, then select the check box next to If you are doing business in EEA and/or UK, check this box to send consent status as GRANTED for the user data sent to Google Ads for advertising purposes. If left unchecked, we will send consent status as UNSPECIFIED for the user data sent to Google Ads for advertising purposes.
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Click Save.
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(If your conversions are tracked at a manager account level) Add credentials for your manager account at Search > Admin > Manager Accounts.
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Verify that each objective — named
O_ACS_OBJ_<network_ID>_<objective_ID>_<network_account_ID>— appears within two days on the ad network.In the Google Ads editor, look up your . In the Microsoft Advertising editor, look up your .
If necessary, update the date range to include the upload date.
How the weighted objective is calculated
The weighted objective that’s passed to the ad network is the sum of all metric values collected, with the exception of conversions tracked by Google Ads or by the Microsoft Advertising universal event tracking (UET) tag. The value is calculated using the attribution method set up for the advertiser’s Search, Social, & Commerce account.
For example, say the objective’s goal metric is Cart Additions with a weight of 25, and your assist metrics include GGL_Lead and Revenue with weights of 1 and Downloads with a weight of 0.5.
Suppose a keyword resulted in the following actions for the portfolio:
- 10 Cart Additions
- $500 in Revenue
- 50 Downloads
- 5 GGL_Lead
GGL_Lead isn’t included in the calculation/upload because it’s a Google Ads-tracked metric. Therefore the weighted objective value is calculated as ((10 x 25) + (500 x 1) + (50 x 0.5)) = 775.
Troubleshooting missing objectives
If the objective — named O_ACS_OBJ_<network_ID>_<objective_ID>_<network_account_ID> — for one of your portfolios doesn’t appear on the ad network, then check the following:
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(Google Ads) Check if the conversions should be uploaded to the account or manager level. If they should be uploaded at the manager level:
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Check if the credentials for the Google Ads manager account is provided at Search > Admin > Manager Accounts. If necessary, add the credentials for the manager account.
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Check if the ad network account already includes the same metric name. If it does, then rename the metric so that the correct manager-level property can be created.
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Check that the portfolio’s “hybrid” option is selected and that the objective has valid revenue.