ConversionGoal Data Object - Campaign Management

Article
07/26/2023

Defines the base object of a conversion goal.

Do not try to instantiate a ConversionGoal. You can create one or more of the following objects that derive from it.

Syntax

<xs:complexType name="ConversionGoal" xmlns:xs="http://www.w3.org/2001/XMLSchema">
  <xs:sequence>
    <xs:element minOccurs="0" name="AttributionModelType" nillable="true" type="tns:AttributionModelType">
      <xs:annotation>
        <xs:appinfo>
          <DefaultValue EmitDefaultValue="false" xmlns="http://schemas.microsoft.com/2003/10/Serialization/" />
        </xs:appinfo>
      </xs:annotation>
    </xs:element>
    <xs:element minOccurs="0" name="ConversionWindowInMinutes" nillable="true" type="xs:int" />
    <xs:element minOccurs="0" name="CountType" nillable="true" type="tns:ConversionGoalCountType" />
    <xs:element minOccurs="0" name="ExcludeFromBidding" nillable="true" type="xs:boolean" />
    <xs:element minOccurs="0" name="GoalCategory" nillable="true" type="tns:ConversionGoalCategory">
      <xs:annotation>
        <xs:appinfo>
          <DefaultValue EmitDefaultValue="false" xmlns="http://schemas.microsoft.com/2003/10/Serialization/" />
        </xs:appinfo>
      </xs:annotation>
    </xs:element>
    <xs:element minOccurs="0" name="Id" nillable="true" type="xs:long" />
    <xs:element minOccurs="0" name="IsEnhancedConversionsEnabled" nillable="true" type="xs:boolean">
      <xs:annotation>
        <xs:appinfo>
          <DefaultValue EmitDefaultValue="false" xmlns="http://schemas.microsoft.com/2003/10/Serialization/" />
        </xs:appinfo>
      </xs:annotation>
    </xs:element>
    <xs:element minOccurs="0" name="Name" nillable="true" type="xs:string" />
    <xs:element minOccurs="0" name="Revenue" nillable="true" type="tns:ConversionGoalRevenue" />
    <xs:element minOccurs="0" name="Scope" nillable="true" type="tns:EntityScope" />
    <xs:element minOccurs="0" name="Status" nillable="true" type="tns:ConversionGoalStatus" />
    <xs:element minOccurs="0" name="TagId" nillable="true" type="xs:long" />
    <xs:element minOccurs="0" name="TrackingStatus" nillable="true" type="tns:ConversionGoalTrackingStatus" />
    <xs:element minOccurs="0" name="Type" nillable="true" type="tns:ConversionGoalType" />
    <xs:element minOccurs="0" name="ViewThroughConversionWindowInMinutes" nillable="true" type="xs:int">
      <xs:annotation>
        <xs:appinfo>
          <DefaultValue EmitDefaultValue="false" xmlns="http://schemas.microsoft.com/2003/10/Serialization/" />
        </xs:appinfo>
      </xs:annotation>
    </xs:element>
  </xs:sequence>
</xs:complexType>

Elements

The ConversionGoal object has the following elements: AttributionModelType, ConversionWindowInMinutes, CountType, ExcludeFromBidding, GoalCategory, Id, IsEnhancedConversionsEnabled, Name, Revenue, Scope, Status, TagId, TrackingStatus, Type, ViewThroughConversionWindowInMinutes.

Element	Description	Data Type
AttributionModelType	Determines which attribution model, LastTouch or LastClick, is used with a conversion goal. This element is not returned by default. To get this element, include the AttributionModelType value in the ReturnAdditionalFields element when you call the GetConversionGoalsByIds and GetConversionGoalsByTagIds service operations. This element is not applicable for the AppInstallGoal, InStoreTransactionGoal, and OfflineConversionGoal.	AttributionModelType
ConversionWindowInMinutes	The conversion window is the length of time in minutes after a click that you want to track conversions. If you set this value to 43200 minutes (30 days), then conversions that happen within 30 days after a click are tracked. Past conversions aren't affected. The minimum value supported is 1 minute, although keep in mind that a shorter conversion window will reduce the number of conversions your account records. The maximum value supported is 129600 minutes (90 days).	int
CountType	This determines how your conversions are recorded within your chosen conversion window. There are two choices, and if you do not set a value the default is All: - All: All conversions that happen after an ad click will be counted. This is a common choice for sales. - Unique: Only one conversion that happens after an ad click will be counted. This is a common choice for leads. For example: You track two conversions: leads and sales. You pick Unique for leads and All for sales. When one ad click turns into two leads and two sales, it's counted as three conversions: one for the unique lead, and two for all the sales. This element is not applicable for the AppInstallGoal.	ConversionGoalCountType
ExcludeFromBidding	Determines whether or not to exclude data otherwise related to this conversion goal from a subset of performance report columns. This element is only available for customers who are enabled for the Include in Conversions feature (GetCustomerPilotFeatures returns 574). If this element is set to true, data otherwise related to this conversion goal will be excluded from the `Conversions`, `ConversionRate`, `CostPerConversion`, `ReturnOnAdSpend`, `RevenuePerConversion`, and `Revenue` report columns. Also, if you use an automated bidding bid strategy, setting this property true will result in the goal's conversions no longer factoring into automated bidding calculations. Setting this property "true" is effectively the same as unchecking "Include in Conversions" in the Microsoft Advertising web application. Regardless of this element value, the `AllConversions`, `AllConversionRate`, `AllCostPerConversion`, `AllReturnOnAdSpend`, `AllRevenuePerConversion`, and `AllRevenue` report columns will include data for all conversion goals. By default this element is false, and data related to this conversion goal are included in all report columns. For more information, see Report Attributes and Performance Statistics and the help article Conversion goals: "Conversions" versus "All conversions".	boolean
GoalCategory	The category used to segment the conversion goal. Categorize your conversion goals however makes sense for your business. Goal categories don't affect performance - they are here to help you segment your goals and their performance metrics. The supported category values vary by conversion goal type, so please refer to the corresponding reference page for detailed requirements.	ConversionGoalCategory
Id	The unique Microsoft Advertising identifier for the conversion goal.	long
IsEnhancedConversionsEnabled	Determines whether enhanced conversions are enabled for a conversion goal. Note: To create an enhanced conversion goal and set `isEnhancedConversionsEnabled=true`, you must create a conversion goal for the account via the Microsoft Advertising UI with the enhanced conversion setting selected and the associated checkbox checked.	boolean
Name	The conversion goal name. The maximum length of the name is 100, and the name must be unique among all conversion goals belonging to the same customer.	string
Revenue	Determines how much each conversion is worth to your business. When adding a conversion goal if you do not specify any revenue tracking preferences, then each ConversionGoalRevenue will be set to their respective default values. When updating a conversion goal, if the Revenue element is nil or empty then none of the nested properties will be updated. However, if this element is not nil or empty then you are effectively replacing any existing revenue properties. The VariableValue option is not available for the AppInstallGoal, DurationGoal, or PagesViewedPerVisitGoal.	ConversionGoalRevenue
Scope	Determines if the goal applies to all accounts or only the account specified in the required CustomerAccountId header element. If you have multiple Microsoft Advertising accounts, you can track conversions across all of those accounts. If you associate a goal with one account, conversions will be tracked for that account only. Possible values are Account and Customer. Once you set scope, you can't change it. If you want to change the scope, you need to create a new conversion goal and pause the old one. Only the Customer scope is supported for the AppInstallGoal.	EntityScope
Status	Defines the possible user-determined status values of a conversion goal. These are the status values that a user can decide to set, for example a goal can be set to Paused if you no longer wish to track conversions for that goal. For status values that can be set by the system, for example whether or not the UET tag is verified, see the TrackingStatus element.	ConversionGoalStatus
TagId	The unique Microsoft Advertising identifier of the UET tag that you added to your website to allow Microsoft Advertising to collect actions people take on your website. Before you take a dependency on the tag ID, please note that the UET tag can be shared with or from another customer. Shared UET tags and audiences are only available for pilot customers. For an overview of sharing audiences and UET tags in a customer hierarchy, see the Share Audiences and UET Tags technical guide. This element is not applicable for the AppInstallGoal, InStoreTransactionGoal, and OfflineConversionGoal.	long
TrackingStatus	Defines the possible system-determined status values of a conversion goal. These are the status values that can be set by the system, for example the system sets the status to TagUnverified if the UET tag has not yet been verified. For status values that a user can decide to set, for example setting the status to Paused if you no longer wish to track conversions for that goal, see the Status element. Only the NoRecentConversions and RecordingConversions statuses are applicable for the AppInstallGoal and OfflineConversionGoal.	ConversionGoalTrackingStatus
Type	The type of the conversion goal. For more information about conversion goal types, see the Remarks.	ConversionGoalType
ViewThroughConversionWindowInMinutes	The view-through conversion window is the length of time in minutes after a click that you want to track view-through conversions. If you set this value to 43200 minutes (30 days), then view-through conversions that happen within 30 days after a click are tracked. Past conversions aren't affected. The minimum value supported is 1 minute, although keep in mind that a shorter conversion window will reduce the number of conversions your account records. The maximum value supported is 43200 minutes (30 days). The IncludeViewThroughConversions account property must also be set to true for view-through conversions to be tracked. This element is not returned by default. To get this element, include the ViewThroughConversionWindowInMinutes value in the ReturnAdditionalFields element when you call the GetConversionGoalsByIds and GetConversionGoalsByTagIds service operations. This element is not applicable for the AppInstallGoal, InStoreTransactionGoal, and OfflineConversionGoal.	int

Remarks

For Java and the .NET languages, do not set the Type element because the value is determined by which type of conversion goal you instantiate.

If you generate the SOAP manually, use the type attribute of the <ConversionGoal> node as shown in the following example, to specify the type of the conversion goal.

<ConversionGoals i:nil="false">
  <ConversionGoal i:type="UrlGoal">
    <ConversionWindowInMinutes i:nil="false"></ConversionWindowInMinutes>
    <CountType i:nil="false">Unique</CountType>
    <Id i:nil="true" />
    <Name i:nil="false">My Url Conversion Goal</Name>
    <Revenue i:nil="false">
      <CurrencyCode i:nil="false">USDollar</CurrencyCode>
      <Type i:nil="false">FixedValue</Type>
      <Value i:nil="false">10.00</Value>
    </Revenue>
    <Scope i:nil="false">Customer</Scope>
    <Status i:nil="true" />
    <TagId i:nil="false"></TagId>
    <TrackingStatus i:nil="true" />
    <UrlExpression i:nil="false">contoso</UrlExpression>
    <UrlOperator i:nil="false">Contains</UrlOperator>
  </ConversionGoal>
</ConversionGoals>

Requirements

Service: CampaignManagementService.svc v13
Namespace: https://bingads.microsoft.com/CampaignManagement/v13

Used By

AddConversionGoals
GetConversionGoalsByIds
GetConversionGoalsByTagIds
UpdateConversionGoals

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