Custom Floodlight metrics

Custom Floodlight variables (CFVs) enable you to collect details about each conversion tracked in a Floodlight activity. These variables can include information like the type of product purchased, the loyalty status of the customer, or the amount of discount applied.

For more information, see About custom Floodlight metrics and dimensions in the new Search Ads 360.

CFVs as metrics and segments

Search Ads 360 aggregates the values of variables set as metrics. For example, if an advertiser tracks customer lifetime value (CLV) as a custom Floodlight variable metric, including this in the ad group resource would show the aggregated CLV for each ad group within the resource.

CFVs defined as dimensions can be used to segment resources. For example, an advertiser could use a CFV to track product categories. Once set as a dimension, this allows segmentation of an ad group resource to show the number of conversions attributed to each product category within the ad group.

To get all available custom variables, execute the following:

SELECT conversion_custom_variable.id,
       conversion_custom_variable.name,
       conversion_custom_variable.tag,
       conversion_custom_variable.floodlight_conversion_custom_variable_info.floodlight_variable_type
FROM conversion_custom_variable

CFV as metrics and segments examples

After you have the conversion_custom_variable ID and variable type, you can build your own query similar to the following examples:

SELECT conversion_custom_metrics.id[1234]
FROM campaign
WHERE segments.date=20240118

SELECT conversion_custom_dimensions.id[1234]
FROM campaign
WHERE segments.date=20240118

Restrictions

• Only one conversion_custom_dimensions segment can be selected per query.

• conversion_custom_metrics and conversion_custom_dimensions cannot be selected in the same query.

• conversion_custom_metrics and conversion_custom_dimensions can only be used with ad_group, ad_group_ad, ad_group_criterion, campaign and customer resources.

CFV as Raw Event Attributes in the Conversion Resource

In the Conversion resource, custom Floodlight variables (CFVs) provide detailed, unaggregated data about individual conversions. When a custom dimension is added to the query, its specific value for each event is visible. For example, if you track product types and brands as CFVs, you could create a report showing the following data:

It's important to note that in the conversion resource, metrics such as Number Sold are presented as individual event data, not as aggregated figures. Each conversion event is detailed separately, treating both CFV metrics and dimensions as specific event attributes.

To get all available custom variables, execute the following:

SELECT conversion_custom_variable.id,
       conversion_custom_variable.name,
       conversion_custom_variable.tag,
       conversion_custom_variable.floodlight_conversion_custom_variable_info.floodlight_variable_type
FROM conversion_custom_variable

After you have the conversion_custom_variable ID and variable type, you can build your own query similar to the following example

CFV as a raw event example

SELECT raw_event_conversion_dimensions.id[1234],
       raw_event_conversion_metrics.id[5678]
FROM conversion
WHERE segments.date=20240118